E140: AI Scale versus Brand Trust: The New Rules of B2B Go-To-Market

2026-02-10

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B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advan...

B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.

From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.

In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advantage.

Participants:

• Laura Fu, Head of Revenue Operations & Strategy, DevRev

• Alex Venus, Head of Growth Marketing, Personio

• Millie Beetham, VP of Go-To-Market Strategy, ZoomInfo

• Jessica Kao, Director, B2B GTM Transformation Advisor, Adobe

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