By: Mary Sahagun
For all the talk of digital transformation, most B2B websites are stuck in a time warp. In 2025, the typical buying experience still opens with a homepage that could’ve been built a decade ago; loaded with jargon, vague promises, and a form that asks prospects to “get in touch.” The irony? These same companies are bragging about AI on the backend while delivering a front-end experience that feels anything but intelligent. Salespeak, founded by Omer Gotlieb, was built to call this bluff.
The company doesn’t just automate sales, it rethinks what a buyer-first experience should look like in the AI era. “You can’t pitch innovation while routing buyers through a legacy funnel that hasn’t changed since 2015,” says Gotlieb. “It’s not just outdated. It’s a trust gap.”
The AI Credibility Gap
Every year, B2B companies double down on automation. Their stacks are loaded with predictive lead scoring, RevOps dashboards, and generative content engines. Internally, they move faster than ever. Externally, though, the buyer sees none of that. When they land on a site, they’re greeted by dead-end pages, robotic chatbots, and delayed follow-ups.
The result is what Salespeak calls the “AI credibility gap”, a growing disconnect between what companies promise and how they show up. A buyer who just consulted ChatGPT about security protocols or pricing models lands on a site that hides both behind a form. It’s a bait-and-switch, and buyers know it.
Instead of transparency, they get templates. Instead of conversation, they get copy. And instead of instant answers, they get… “We’ll get back to you.”
Why the B2B Website Is Broken (And What It’s Costing You)
The modern B2B buyer doesn’t want more content; they want clarity. Yet most websites bury what matters. Product details are vague. Differentiators are missing. Pricing is hidden. And support for specific roles or industries? Rarely personalized. Salespeak’s audit of 1,150 B2B websites revealed a striking pattern: nearly 30% of business-critical content, like pricing, positioning, or security proof, was missing or inaccessible. In a buyer-first era, that silence doesn’t just slow decisions. It kills trust.
Meanwhile, buyers have changed. Research shows that 70% of B2B decision-making now happens before sales ever hear from a prospect (SurveyVista, 2025). That silent 70% is where trust is won or lost. And the reality is, if AI tools like Claude or ChatGPT can’t extract what makes a company different, neither can the buyer.
Salespeak steps into that silence, not as a widget or chatbot, but as an AI sales brain trained on the company’s real messaging. Not the marketing fluff, but the things buyers actually care about: pricing logic, security certs, integrations, case studies, and product nuances. It doesn’t guess what the buyer wants to know. It knows.
Making the Website Intelligent—for Buyers and Businesses
When Salespeak goes live on a website, something fundamental shifts. Visitors don’t just click, they engage. They ask real questions. They navigate based on role, intent, and urgency. And in those conversations, a company sees itself more clearly than it ever did through heatmaps or analytics dashboards.
Salespeak reveals the blind spots. It surfaces what buyers consistently misunderstand. It shows where messaging collapses, which features spark curiosity, and which objections appear early. For the first time, the website becomes a two-way mirror, helping buyers find clarity while giving companies the intelligence to evolve.
In deployments, some teams have seen up to a 3.2x lift in qualified demos and improved inbound conversion funnels. But Gotlieb emphasizes that metrics like that are just a reflection of something deeper: “We’re not in the business of making buyers convert. We’re in the business of making them feel understood.”
The First Impression Is No Longer Optional
B2B companies love to obsess over the bottom of the funnel. But in today’s environment, that’s a luxury only earned if the top of the funnel works. Salespeak’s vision flips the script: if your website doesn’t immediately prove value, showcase credibility, and adapt to buyer needs, you won’t get the chance to sell at all.
And the stakes are rising. In the not-so-distant future, buyers won’t browse; they’ll send their AI agents. And if your website can’t talk back in structured, meaningful ways, your brand becomes invisible.
Salespeak is building for that reality. It’s not here to add another tool to your stack. It’s here to turn your website into what it always should’ve been: an intelligent front door that earns trust before anyone fills out a form.
Because in B2B, intelligence isn’t just a backend feature, it should be the first thing buyers see.
Disclaimer: The information provided in this article is for general informational purposes only. It should not be construed as professional advice, nor is it intended to replace or substitute for any advice or guidance from qualified professionals in any relevant field. Readers are advised to seek appropriate professional consultation before making any decisions based on the content of this article.
