AI Scale versus Brand Trust: The New Rules of B2B Go-To-Market скачать в хорошем качестве

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

In this episode of B2B Marketing Futures, senior GTM leaders unpack how AI is actually changing marketing, sales, and revenue teams in practice, not in theory. From outbound and ABM to RevOps, brand, and buyer experience, this is a candid conversation on what’s working, what’s broken, and where human judgment still matters most. The panel discusses AI-native execution, data quality challenges, organisational design, brand as a growth lever, and why creativity, trust, and emotional connection are becoming even more important in B2B as automation scales. Guests Laura Fu — Head of Revenue Operations & Strategy, DevRev Alex Venus — Head of Growth Marketing, Personio Millie Beetham — VP of Go-To-Market Innovation & Strategy, ZoomInfo Jessica Kao — Director, B2B Go-To-Market Transformation Advisory, Adobe Chapters 00:00 Introduction: B2B Go-To-Market in the AI Era 01:10 Meet the Panel & GTM Perspectives 03:23 From AI Hype to Real GTM Execution 03:51 How AI Is Changing Marketing Efficiency 07:23 Strategy, Bad Data & the Limits of Automation 10:48 Bottom-Up vs Top-Down GTM Strategy 14:07 Why Cutting Creative & Brand Talent Is Risky 15:17 AI-Native GTM and the Pace of Change 17:06 Continuous Transformation & Change Management 19:23 Rethinking GTM Org Structures 20:35 Journey-Based Marketing vs Channel Teams 23:03 Making Brand Real Across the Funnel 25:09 AI, Buyer Experience & Broken Inbound 28:06 Scaling Without Creating Customer Friction 29:06 The Reality of ABM in an AI World 31:32 Conversational Data & Buyer Interactions 33:31 Brand, Trust & Internal Alignment 34:43 Emotional vs Rational Buying in B2B 36:53 Why Human Connection Still Wins Deals 38:39 Preserving Brand Voice with AI 40:07 Brand as a Demand Engine 43:08 Skills B2B Marketers Need Next