This episode follows a clear arc that starts with the perspectives and experiences of our team, then dives into how the shifts of 2025—particularly around AI, search behavior, and signal integrity—are actively reshaping B2B marketing today. From there, the conversation turns forward, focusing on the strategic recalibrations marketers need to make and what we believe will define success in 2026.

The story arc is:

1. The Shift – Search behavior changed. Landing pages aren’t the data engine they used to be. Touchpoints are compressing and AI is mediating discovery.
2. The Signal Crisis – In this new AI-driven landscape, what is a signal anymore? Is intent dead?
3. Stop Over-Engineering – Yesterday, the challenge was making true meaning out of signal overload. We over-rotated on data and segmentation. Today, brand and quality experiences matters more than ever.
4. What Should Marketers Be Doing Differently – How omnichannel strategy, targeting, measurement, and content activation evolve.
5. What’s Coming Next? Team predictions for 2026

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In Episode 10 of Reinventing B2B, host Emilie Sanders Lee is joined by Jacob Golding, Ritesh Patel, Patrizia Vassallo, and Will Mather for a roundtable on how AI is reshaping B2B marketing—and what senior marketers should be watching next.

In this episode, we cover:

• AI answer engines and the shift from SEO to Answer Engine Optimization (AEO)
• What AI needs to recommend brands: discoverable, quotable, trusted content
• Why data hygiene, governance, and tracking are now non-negotiable
• How brands build a stronger digital ecosystem + authority moat
• The return of brand as a growth driver in AI-first environments
• How measurement is evolving: share of AI presence, sentiment, attribution, outcomes
• 2026 predictions: agentic workflows, integrated growth strategy, and staying intentionally human

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Despite having more technology, data, and tools than ever, many B2B organizations are still struggling to grow. Why? In this episode, Daisy Holloway, VP of Market Innovation at Just Global, sits down with Craig Dempster, CEO of Trilliad — the world’s first Growth Services Provider — to unpack that paradox.

Drawing on findings from Trilliad’s 2025 Sustainable Growth Study, they explore why true growth requires more than tech, and how alignment, creativity, and data integration are the real unlocks.

What's covered:

• Why most revenue teams think they’re aligned, but aren’t
• How AI is reshaping marketing, sales, and customer success
• The surprising optimism coming from customer success teams
• Why brand building is back in a big way
• What personalization at scale actually looks like in B2B

It’s a must-listen for anyone navigating complexity in modern B2B. Whether you’re leading strategy, owning pipeline, or just trying to make sense of the noise.

1:40 – Meet Craig Dempster, CEO of Trilliad

2:45 – Craig’s amazing first live music experience

3:20 – Who are Trilliad and the importance of a Growth Services Provider

5:30 – Just Global’s role at Trilliad

7:40 – The 2025 Sustainable Growth Study – an intro

9:37 – Alignment unlocks growth

11:30 – People, process, and data are all important

13:45 – Overcoming the biggest alignment barriers

16:16 – The evolution of data in Sales and Marketing

19:33 – How AI can drive growth

20:40 – Study reveals Customer Success teams as optimistic – why is this?

22:10 – How creativity is shifting in B2B marketing

23:32 – Brand building is definitely making a comeback

25:37 – How Marketing can use insights from Sales and Customer Success

27:03 – What personalization at scale in B2B actually looks like

29:05 – Data integration is so essential

31:00 – One thing Craig Dempster wants to celebrate from 2025

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