E138: If AI Makes Marketing Easy, Why Is Growth Still Hard?

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact.

In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.

This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.

Participants:

• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks

• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify

• Carl Ronander, VP of Marketing, Funnel