E136: B2B GTM in the AI Era

B2B marketers are facing a defining challenge: how do you build winning go-to-market strategies in the AI era, without losing the storytelling, trust, and human connection that truly differentiate brands?

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore how AI is changing day-to-day marketing, what it means for the balance between brand and performance, and how marketers can stay relevant as technology takes over more execution.

From redefining the tension between demand creation and demand capture, to understanding where hyper-personalisation helps versus where it risks creating sameness, this episode offers a grounded look at how AI is reshaping B2B marketing, and why brand, empathy, and credibility still matter more than ever.

Participants:

• Sydney Sloan, CMO, G2

• Paul Taylor, CMO, SS&C Blue Prism

• Penry Price, Managing Partner, Charcoal Advisors; Former VP, LinkedIn Marketing Solutions