Changing Buyer Behaviour

Gareth Cadwallader is joined by Hayley Dixon, who traces 13 years of startup marketing — from her early-20s start at vzaar during HubSpot's early inbound playbook era, to today. Hayley explains why heavily gating content no longer works the way it once did, how trust has shifted from brands to the individual people behind them (founders especially), and why buying journeys have stretched longer with larger, more cautious committees. She names AI as a double-edged force, driving both "ruthless efficiency" and content noise, while arguing that noise creates a real opening for brands willing to sound genuinely human. A sharp read on a changed buying landscape.