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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What’s the real reason so many B2B sales teams miss their revenue targets? In this episode, we go beyond the usual talking points and dive headfirst into the psychology, data, and leadership gaps holding go-to-market (GTM) teams back.

Just Global’s Bobby Hare sits down with Seth Marrs, Chief Strategy Officer at Sandler and a former Forrester analyst, to explore the biggest blind spots in B2B sales today. From the cultural impact of ‘demo addiction’ to the misalignment between sales and marketing metrics, Seth and Bobby break down the systemic blockers keeping revenue teams stuck in the past, and offer a compelling vision for what’s next.

It’s not about more tech. It’s not about more leads. It’s about changing the way we deliver growth.

www.justglobal.com

www.sandler.com

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