B2B websites were built for a world where buyers arrived curious and patient. That world is gone. AI search, LLM-native interfaces, and a generation of buyers who expect instant answers have made the traditional website experience feel like a checkout line at a store that's been closed for years. This panel brings together marketing leaders who are actively rethinking the buyer journey — from how prospects first discover them, to the moment they land on a website, to what happens when they're not ready to book a demo. Expect candid conversation, real examples, and practical frameworks CMOs can take back to their teams. The session moves through three connected themes: 1 The Broken Website Why the traditional B2B website experience creates friction — and how it's losing buyers before the conversation even starts. 2 The Changing Buyer Journey How AI search, LLMs, and changing buyer behavior are reducing website traffic and transforming how decisions get made. 3 The New Playbook What CMOs are actually doing to adapt: from personalised on-site experiences and interactive demos, to new CTAs and MQL qualification strategies. Why now: AI-driven search is fundamentally reshaping how B2B buyers discover, evaluate, and engage with vendors before they ever reach a website — if they reach it at all. This panel equips CMOs with a strategic framework for what comes next.