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

Описание: 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