E135: How to position yourself as a winner rather than a loser on AI?

2025-12-16

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B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind. From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is...

B2B marketers are facing a defining challenge: how do you use AI to position yourself as a winner, without losing what makes marketing human?

In this episode of B2B Marketing Futures, a panel of senior marketing leaders comes together to explore what truly separates marketers who win with AI from those who fall behind.

From automating signal detection and operational work to preserving empathy, brand voice, and meaningful customer conversations, this episode offers a grounded, practical look at how AI is reshaping day-to-day marketing and where over-automation can quietly do more harm than good.

Participants:

• Kirsten van Rooyen, Director of Marketing Strategy, Superside

• Steph Wardle, Former EMEA Field Marketing Manager, Hitachi Vantara

• Koby Amedume, Former Global VP of Marketing, TeamViewer

• Herman Komashko, Director Marketing Technology & Digital Innovation, SafeGuard

• Sandra Anderstedt, VP, Head of Marketing & Comms, Sandvik

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