Chatbot technology has evolved dramatically in just the past few years. Powered by today’s large language models, what was once a clunky, frustrating tool is now transforming industrial websites into dynamic, conversational buying experiences while also giving marketers unprecedented visibility into what their buyers truly want to know.
In this episode, Wendy Covey sits down with John Greely, VP of Marketing at Navu, to explore a pressing question facing B2B marketers today: What is your website for anymore? For years, industrial and B2B websites followed a predictable formula. Drive traffic through SEO and campaigns, guide visitors through structured navigation, capture a form fill, and nurture from there. But as John explains, that formula is breaking down. Buyer behavior has shifted dramatically. Prospects are increasingly turning to AI tools and large language models for answers, often getting the information they need without ever clicking through to a website.
This shift forces marketers to rethink the role of their website. In industries where purchases involve significant investment and technical detail like infrastructure, manufacturing, or engineered products, buyers need fast, specific answers. Traditional navigation and even older chatbots often create friction rather than clarity.
John shares how modern AI-powered chat tools are transforming website experiences by making content conversational rather than purely navigational. Instead of digging through PDFs or layered menus, this technology allows visitors to ask detailed questions and receive precise answers pulled directly from approved site content.
This not only improves user experience but also surfaces valuable insight for marketers. The questions buyers ask reveal content gaps, misunderstood messaging, and emerging needs.