Hidden Buyers, Hybrid Events, and AI: Insights from ON24 | CMO Chats by The Ortus Club

Caroline Wiemann, Head of Marketing for Asia Pacific at ON24, shares how modern B2B marketers can influence hidden buyers, personalise hybrid experiences, and adapt marketing strategies in an AI-driven world. In this conversation with The Ortus Club, Caroline explores how buying behaviour has fundamentally changed, with more stakeholders shaping purchasing decisions behind the scenes and many never engaging directly with sales teams at all. She explains why marketers must rethink traditional go-to-market approaches to build trust and influence unseen decision-makers.Caroline also discusses why hybrid engagement models are becoming essential across Asia Pacific, moving beyond one-size-fits-all brand moments to more personalised experiences that blend digital scale with face-to-face interaction. She highlights the growing role of first-party intent data in understanding how buyers consume content, why marketers need to align closely with measurable business outcomes, and how AI and Large Language Models are reshaping content discovery, SEO, and marketing execution. At the centre of her perspective is a clear belief: while tactics may evolve rapidly, the fundamentals of great marketing, understanding customers, solving pain points, and building trust, will always remain.🎧 Listen to the full interview and subscribe for more conversations with today’s top marketing leaders!#TheOrtusClub #CMOChats #B2BMarketing #AIinMarketing #ON24 #HybridEvents