Kesler’s B2B Playbook Sequel Arms Marketers Against AI Disruption

In the high-stakes arena of business-to-business marketing, where artificial intelligence is rewriting the rules of engagement, Alexander Kesler, founder and CEO of INFUSE, has unleashed his second arsenal of strategies. His new book, 150+ More Best Practices for B2B Marketing Success: Next-Level Strategies , arrives amid a seismic shift in buyer behavior, offering marketers a roadmap to navigate the chaos. Published by Skyhorse Publishing and available on platforms like Amazon and Target, the volume builds on Kesler’s 2024 bestseller, 250+ Best Practices for B2B Marketing Success , with fresh tactics honed from frontline experience.

Kesler’s timing couldn’t be sharper. As AI tools proliferate, B2B buyers—empowered by agentic systems and instant insights—are demanding hyper-personalized outreach while ignoring generic pitches. The book distills over 150 battle-tested practices into actionable steps, from leveraging AI for lead generation to countering buyer skepticism in an era of data overload. INFUSE, Kesler’s Chicago-based firm specializing in global demand generation, has powered these insights through serving Fortune 500 clients.

AI’s Assault on Traditional Tactics

The catalyst for Kesler’s sequel is unmistakable: AI’s infiltration into every sales funnel stage. Buyers now wield tools like generative agents to self-qualify solutions, slashing the need for vendor-led discovery. Newswire reports Kesler emphasizing, ‘AI and shifting buyer behavior are transforming B2B marketing,’ positioning the book as a ‘battle-tested playbook for marketers at every level.’

Recent web searches reveal a chorus of industry voices echoing this turmoil. Posts on X highlight how AI enables leaner teams to outperform bloated ones, with one noting companies achieving revenue targets with half the salespeople via automations. Another warns that traditional ‘thought leadership’ content is crumbling as AI disrupts search-driven discovery, forcing marketers to pivot to direct, value-first engagement.

From Playbook One to Advanced Arsenal

Kesler’s first book, released in 2024, armed readers with 250+ practices spanning content creation, pipeline building, and metrics mastery. Skyhorse Publishing’s site describes it as a ‘step-by-step guide’ for B2B mastery. The sequel escalates, targeting ‘next-level strategies’ like AI-orchestrated personalization at scale and countering buyer ‘B2C brains’—a trend where enterprise decision-makers browse like consumers, per X discussions.

Diving deeper via publisher pages, the new volume covers adapting to Gen-AI sales eras, where follow-ups must be surgically precise to avoid inbox oblivion. Amazon listings confirm its hardcover format and immediate availability, with early buzz framing it as essential for 2026’s AI-driven pipelines.

Buyers’ New Playbook Exposed

Shifting behaviors dominate Kesler’s analysis. X threads reveal B2B buyers ignoring video sales letters in favor of organic Reddit shares, underscoring authenticity’s premium. FinancialContent notes the book’s focus on ‘AI and shifting buyer behavior,’ with Kesler drawing from INFUSE’s data: buyers now self-educate via AI, demanding proof over promises.

Target’s product page positions the book for practitioners seeking ‘next-level’ edges, including real-time strategic insights and outbound tailored to economic theories like transaction cost economics—echoed in X posts on why deals fail.

INFUSE’s Frontline Lessons

Kesler’s credibility stems from INFUSE, which has generated over $1 billion in pipeline for clients. The firm’s model—blending human expertise with AI scaling—mirrors the book’s ethos. Newswire quotes Kesler: ‘This book delivers strategies battle-tested in the trenches,’ covering everything from agentic merchandising to revenue leak prevention.

Web scans show Kesler’s prior book praised for practicality, with Amazon reviews calling it a ‘must-read for B2B pros.’ The sequel amplifies this, addressing X-flagged gaps like dark deals and late-manager interventions via AI-monitored workflows.

Practical Plays for AI Era

Chapter breakdowns, inferred from publisher previews, tackle supply chain AI, personalization engines, and outbound revolutions. One X post details AI rewriting retail but applicable to B2B: from automation to agentic decisions driving growth. Kesler advises ‘double bookmarking’ frameworks like asset specificity to win complex deals.

Skyhorse’s site for the first book highlights exhaustive coverage; the sequel extends to 2026 realities, like VPs slow-rolling AI adoption—a pitfall Kesler dismantles with adoption roadmaps.

Industry Echoes and Early Impact

X sentiment surges with endorsements: AI flipping B2B from volume to quality, per a16z. Kesler’s release aligns with calls for playbook-level AI tactics in content and analytics. FinancialContent ties it to INFUSE’s evolution, signaling broader adoption.

As B2B marketing recalibrates, Kesler’s tome stands as a definitive guide, blending Kesler’s INFUSE-honed wisdom with timely AI countermeasures. Marketers ignoring it risk obsolescence in a buyer-empowered world.