Allytics Taps New VP to Lead AI Charge in B2B Marketing

REDMOND, Wash. – May 12, 2026 – B2B marketing agency Allytics today announced the promotion of Jeff Wells to Vice President, a strategic move that underscores the company’s deepening commitment to artificial intelligence and hyper-targeted programs. The leadership expansion signals a direct response to the radical transformation sweeping the technology sector, where buyer behavior is increasingly driven by self-directed research and AI-powered discovery.

Wells’ promotion places him at the helm of the company's go-to-market strategy, tasked with expanding its AI-driven offerings and platform capabilities. He joins an executive team that includes CEO Neil Sturgeon, President Dunya Riechelson, and Vice President Robert Doi. The appointment is not merely a personnel change but a reflection of a broader industry-wide pivot, as marketing agencies race to equip their clients with the tools needed to connect with a new breed of sophisticated, digitally-native buyers.

"At a time when marketing roles are being reimagined in real time, Jeff's leadership has reshaped how we deliver the strong results our clients have come to expect," said Neil Sturgeon, CEO of Allytics. "Across every part of the marketing process, Jeff and his team have helped evolve how we go to market using modern tools, smarter targeting, and a relentless focus on outcomes."

The New B2B Battleground: AI and the Self-Directed Buyer

The landscape Allytics and its clients navigate is fundamentally different from that of even a few years ago. The traditional B2B sales funnel has been upended by buyers who now control their own journey. Industry research indicates that buyers may complete as much as 70% of their decision-making process digitally before ever engaging with a sales representative. They arrive with a pre-vetted shortlist, a defined budget, and a deep understanding of their own pain points.

Fueling this shift is the rapid adoption of artificial intelligence by the buyers themselves. A recent study revealed that nearly half of all B2B buyers now use generative AI tools for product research, with a staggering 77% relying more on AI than traditional search engines for making decisions. This creates a dual challenge and opportunity for marketers: not only must they reach buyers who are actively avoiding early sales contact, but they must also provide content and value that stands up to AI-assisted scrutiny.

This evolution puts immense pressure on technology companies to identify in-market buyers, understand their anonymous digital footprints, and deliver personalized engagement at scale. It’s a complex puzzle that requires more than just traditional campaign tactics; it demands a predictive, data-centric approach to marketing that can anticipate needs and intercept buyers at the precise moment of intent.

Allytics' AI-Powered Arsenal

In response to this new reality, Allytics has moved beyond conventional campaign delivery to build a portfolio of proprietary, AI-enabled solutions. Over the past several years, Wells has been a key figure in developing this modern toolkit. The suite includes offerings like Allytics Predictive Targeting (APT™), designed to identify and prioritize high-value accounts, and EventBooster™, an acceleration program for maximizing the impact of marketing events.

The firm also touts its IndustryEdge™ campaign frameworks and the SaaS-based Allytics Marketing Platform (AMP™), which aims to bring proven strategies to market at scale. These tools are central to the agency's promise of blending strategy, creativity, and precision targeting to help its clients—which include global leaders like Microsoft, AWS, and Google—achieve measurable pipeline outcomes and a stronger return on investment.

Wells has been instrumental in operationalizing this data-first approach, particularly in the realm of account-based marketing (ABM). His work has focused on helping clients enhance lead quality and boost conversion rates by focusing resources on the accounts most likely to buy.

"The way B2B companies engage buyers is fundamentally changing," Wells stated. "Our focus is on helping clients move faster and smarter—using data, AI, and hyper-targeted programs to reach the right buyers at the right time. This next phase is about continuing to scale that impact."

Navigating a Crowded and Competitive Field

Allytics' strategic push into AI places it in a fiercely competitive and rapidly consolidating market. The agency is not alone in recognizing the transformative power of artificial intelligence in B2B marketing. A growing number of competitors, from specialized agencies like Directive and Single Grain to established martech platforms like Demandbase and 6sense, are also leveraging proprietary AI to offer predictive analytics, content personalization, and automated outreach.

The industry trend is clear: AI is no longer an experimental technology but a foundational component of modern marketing. Gartner has predicted that by 2028, a remarkable 90% of B2B buying will be intermediated by AI agents, making the current investments by firms like Allytics a matter of long-term survival and relevance.

Where Allytics aims to differentiate itself is through its deep-rooted expertise in the complex technology sector. The agency’s public portfolio highlights a long-standing and detailed relationship with Microsoft, for which it has executed sophisticated projects like the "Microsoft EPS Insights Program," a platform involving on-demand webinar management and a dedicated content repository for Microsoft's partners. This proven ability to navigate the intricate ecosystems of tech giants provides a critical layer of credibility to its advanced, AI-driven offerings. As B2B buyers become more sophisticated and reliant on digital tools, the pressure on agencies to deliver measurable, data-backed results will only intensify, a challenge Wells and the expanded leadership team at Allytics are now positioned to meet.