As AI and agentic search reshape how buyers discover and evaluate PSPs, the real growth advantage goes to those who influence decisions before an RFQ is ever issued. Today’s print buyers are researching independently, comparing providers digitally, and increasingly using AI-driven tools to shortlist partners long before engaging sales. For PSPs, growth is no longer just about production excellence; it’s also about showing up early, clearly, and credibly across the customer journey.

In this session, we’ll explore how PSPs can use modern marketing, practical account-based marketing (ABM), and realistic applications of AI to attract better-fit customers, focus on the right accounts, and compete on value instead of price. Topics will include how customers move through nonlinear buying journeys, how to organize messaging around customer “jobs to be done,” and how agentic search is influencing what buyers see, trust, and act on when evaluating PSPs. You’ll also see where AI can support PSP marketing and sales today, without requiring large teams, big budgets, or complex tools.