Research-backed.
Stage-ready.
“By the time a B2B buyer accepts your meeting request, they’ve already shortlisted your competitors, surfaced your weakest reviews, and formed an opinion your sales deck won’t change.”
Laura Lake speaks to CMO, CRO, and senior GTM audiences on the most expensive invisible problem in modern B2B — the buying decisions that settle before your team enters the room. Backed by 25+ years of buyer psychology research.
The self-service infrastructure of AI agents, peer networks, and collaboration tools now running buyer education, comparison, and risk validation — before your team enters the room. Backed by 25+ years of buyer psychology research and published in The AI-Ready Buyer™.
Sessions
Four talks.
Multiple formats each.
Available as
Keynote
Breakout
Online / Webinar
Content marketers
CMOs
The Content Your Buyers Trust More Than Yours — And What to Do About It
“Your buyers aren’t waiting for your content. They’re asking ChatGPT, scrolling G2 reviews, and querying colleagues in private Slack threads — and by the time your email lands, they’ve already decided whether you’re on the shortlist.”
- A clear model of how AI agents reconstruct your brand from public signals — without your input
- The 7 content surfaces the Silent Committee™ touches — and which ones most teams ignore
- A 90-day signal audit framework to find where content is working against you in AI summaries
- Content design principles that help proof travel inside a buying committee — without the vendor in the room
Available as
Keynote
Breakout
Fireside
Senior GTM leaders
CMOs
The GTM Singularity From the Buyer’s Side: How the Silent Committee™ Decides Before You Arrive
“90%+ of B2B buyers are already using generative AI in purchase decisions. What that data doesn’t explain is the mechanism — how AI agents synthesize vendor signals, how buying committees form comfort through peer networks, and how decisions settle before any formal process begins.”
- The six conditions that replace the funnel in AI-era B2B buying
- How interpretation drift fractures buying committee alignment — before a vendor speaks
- The three shifts that define structural GTM advantage in an AI-first market
- Signal architecture: the discipline that compounds and cannot be replicated in a single quarter
Available as
Keynote
Breakout
Workshop
Demand gen leaders
ABM
CMOS
Before the RFP: How the Silent Committee™ Already Decided — and What Demand Gen Leaders Can Do About It
“Demand generation teams are optimizing for a buying process that no longer exists. By the time your programs register a signal, the shortlist is set.”
- Why most demand gen signals appear after the decision is socially settled — and what to measure instead
- How AI tools are actively summarizing and redistributing vendor positioning inside buying committees
- The six conditions replacing the traditional funnel — and where demand gen has leverage in each
- A 90-day signal audit for the 70% of the buyer journey that happens before any visible signal
Available as
Keynote
Breakout
Workshop
Online / Webinar
B2B marketers
All levels
Your Buyers Decided Before You Pitched: The Silent Committee™ and What B2B Marketers Can Do Now
“By the time a B2B buyer accepts your meeting, they’ve already shortlisted your competitors, surfaced your weakest reviews, and formed an opinion your pitch won’t change.”
- How AI agents are synthesizing and redistributing your brand signals — without your input
- The six conditions that replace the traditional B2B funnel
- Where B2B marketers currently have leverage — and where they’ve already lost it
- A signal audit framework attendees can run immediately to see what AI says about their brand
Ideal audiences
The rooms
this research is built for.
Every session is written for practitioners with pipeline responsibility — people who feel the problem in their numbers before they can name it.
Keynote · Fireside · Breakout
Keynote · Fireside · Breakout
Breakout · Workshop
Breakout · Workshop
Keynote · Workshop · Fireside
Keynote · Breakout · Online
Keynote · Workshop
Available now · Fast to book
Workshop · Facilitated session
Speaker bio
Ready to use.
Verbatim.
Laura Lake is an independent analyst and the author of The AI-Ready Buyer™ (2026) and Consumer Behavior for Dummies (Wiley, 2009). She is the creator of Signal Check™, the first analyst-grade assessment for AI-mediated buyer decision risk, and has spent 25+ years inside B2B, enterprise, and brand environments as a GTM strategist.
Her keynotes focus on the most expensive invisible problem in modern B2B: buying decisions that form before your sales team knows an evaluation is happening. She helps CMOs and CROs see upstream of their pipeline — and act before revenue feels it.
Laura has led digital strategy at a Fortune 40 technology company and pioneered MarTech solutions at a leading logistics firm. Her work has reached millions of readers across more than 1,500 published articles.
Book Laura
Your audience.
This research.
All sessions are fully customizable to your event theme and audience. What doesn’t change: the research rigor, the practitioner-level framing, and the no-vendor-pitch guarantee.
Stay close to
the research.
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