Adam Smartschan, Chief Strategy Officer at Altitude Marketing, joins Michael Barber on E-Coffee with Experts to discuss how B2B buyers are finding and evaluating technical providers as AI becomes part of their research.

Drawing on Altitude’s work across technology, life sciences, and manufacturing, Adam explains why niche companies need to be clear about the problems they solve, the applications they support, and the experience they can share.

In the CDMO context, that may mean describing work tied to a specific development stage or type of drug while respecting client confidentiality. Adam also explains why technical documentation, integrations, and buyer-focused content can matter more than a polished homepage or broad company claims.

The conversation covers how to break marketing work into smaller tasks and assign suitable work to AI, while keeping human judgment in the final presentation. Adam discusses software budgets, AI-referred inquiries, zero-click discovery, and why he sees today’s conversational AI ads as better suited to brand awareness than precise conversion. Watch or listen for practical ideas on making technical expertise easier to find, assess, and trust.

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In this episode, we discuss:

00:00 - 01:03: Introduction

01:03 - 03:07: Build versus buy for marketing tools

03:07 - 05:20: Agency partnerships that last

05:20 - 08:07: Designing websites for technical buyers

08:07 - 11:58: Where AI helps, and where people matter

11:58 - 14:33: Marketing budgets and the SaaS layer

14:33 - 18:31: SEO and AI search for CDMOs

18:31 - 20:39: Building a CDMO marketing team

20:39 - 23:35: Showing technical credibility to AI and buyers

23:35 - 26:44: Making a B2B website easier to understand

26:44 - 29:59: Do AI platforms need different strategies?

29:59 - 34:02: AI discovery, ads, and user intent

34:02 - 35:28: Advertising inside AI conversations

35:28 - 37:28: Reducing friction in AI-guided buyer journeys

37:28 - 39:24: What is next for Adam and Altitude

39:24 - 41:07: Closing thoughts

 Connect with Adam Smartschan

 https://www.linkedin.com/in/adam-smartschan

 https://altitudemarketing.com/contact-altitude/

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