> I think golf course marketing works well in the EU context when decisions are being made not purely on tech reasons.

It's not like b2b sales is more technical merit based, individual contributor led, elsewhere.

It's always the same, depending on the field individual contributors can have some flexibility on picking tools (so a developer in a mid sized company would be able to pick whatever, an accountant probably would be more constrained, meanwhile a developer at a big bank would not have any choice). But for strategic software choices, that impact the whole company, where standardisation makes sense or is even mandatory to get actual value out of it, you need to sell to high level decision makers, not individual contributors. A CTO or a VP of X can decide to buy and mandate the implementation of something as impactful, workflow changing and potentially time and money saving as a company wide AI platform. A dev can't.