How are B2B marketing teams really using AI today?

In this episode, we kick off a brand-new mini-series reflecting on the biggest insights from our sister podcast, B2B Content Strategist. First up: AI.

After speaking with 20 leading B2B marketers, we’ve uncovered how teams are experimenting with AI, what’s actually working, and where it’s going wrong. From content creation to workflow automation, from compliance headaches to the rise of human-centric storytelling — this episode pulls together the lessons, warnings, and opportunities shaping AI in B2B marketing right now.

Find out:

• What B2B marketing teams are using AI for (ideation, drafting, proofreading, workflow automation & more)
• Why AI is seen more as an efficiency tool than a creator
• Where leaders are drawing the line: originality, brand voice, and thought leadership
• The biggest AI pitfalls — from “samey” content to compliance risks
• Which AI tools are most popular with marketing teams today
• How human-led, authentic storytelling is becoming even more important in the AI era

Important links & mentions:

• B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Shannon Howard on Linkedin: https://www.linkedin.com/in/mjcrawford1/
• Martin Malloy on Linkedin: https://www.linkedin.com/in/martinmalloy-ca/
• Luba Czyrsky on Linkedin: https://www.linkedin.com/in/lubaczyrsky/
• Paul Way on Linkedin: https://www.linkedin.com/in/pkway/
• Mike D’Errico on Linkedin: https://www.linkedin.com/in/michael-derrico/
• Matt Crawford on Linkedin: https://www.linkedin.com/in/mjcrawford1/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

What does it take to run a truly scalable, customer-centric webinar strategy inside a large B2B organization?

In this episode - the final episode in our B2B webinar mini-series - we go behind the scenes of the B2B webinar engine at Fidelity Investments with Steve Jones, Director of Employer Marketing, and Lauren Franklin, Senior Manager, Channel Marketing & Events Specialist.

Their webinar program is built on structure, strategy, and serious results.

Steve and Lauren share how they’ve built and scaled a high-performing webinar strategy that aligns with both marketing goals and customer education. From implementing a detailed 68-step planning process to navigating compliance and live delivery, Steve and Lauren offer practical insights and real-world examples that any B2B marketer can learn from.

Find out:

• How Fidelity structures webinar content for different B2B audiences
• Why every webinar follows a detailed 68-step project plan
• The power of live webinars - and how they make them work
• Supporting speakers and scaling without sacrificing quality
• Making webinars part of both the marketing and customer education strategy
• Smart repurposing tactics (and how they work within a compliance-heavy organization)
• How to optimize your webinar to adapt to sudden changes

Important links & mentions:

• Our B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• Fidelity webinars: https://www.fidelity.com/learning-center/overview
• Steve Jones on LinkedIn https://www.linkedin.com/in/fidelitystevejones/
• Lauren Franklin on LinkedIn https://www.linkedin.com/in/fidelitylaurenfranklin/
• Blog post on this topic: https://www.content10x.com/339
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week

The content landscape has fundamentally shifted. Simple how-to guides used to be a staple of B2B marketing - highly valuable, searchable, and if your SEO is on-point they can appear at the top of search engine results pages.

In this episode, host Amy Woods shares how these simple how-to guides are now best left to AI, but this presents an opportunity. Sophisticated B2B audiences still crave expert guidance for complex, high-stakes decisions. The key is understanding which how-to content to abandon and which to double down on.

Find out:

• Why simple how-to guides are now dominated by AI and why this shift impacts your content strategy and SEO
• The critical differences between basic and expert-driven how-to guides and why depth, nuance, and originality matter more than ever
• Steps to evaluate and create standout, expert-led how-to guides that attract clicks, build authority, and deliver value your audience can't get from AI
• Tips for repurposing your expert guides across multiple formats and channels for maximum impact

Important links & mentions:

• How to Create Content that AI Can’t Create https://www.content10x.com/content-ai-cant-create/
• How to Build a Winning Content Strategy with Andy Crestodina https://www.content10x.com/winning-blog-content-strategy/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/expert-interviews-ultimate-guide/
• Content 10x Expert Interview Service https://www.content10x.com/expert-interviews/
• Blog post on this topic: https://www.content10x.com/338
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter