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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In B2B marketing 81% of ads are invisible and 95% of buyers aren’t even in-market. Tough crowd. What does it take to break through and reach your audience? And what does the research tell us about content that works?

Join Jon Barkworth, Just Global, and Jonathon Palmer, LinkedIn, as they discuss why high-quality creative and bravery can drive four times profit, and how to do it. Including:

- Winning the battle for peripheral attention

- How brands signal value to buyers

- Embracing the role of emotion in B2B

- The competitive advantage of creativity

- The importance of social proof

- Removing the fear of failure

If you want to cut through the noise, win over buying committees, and make marketing that draws attention, this is the podcast for you.

References:

Amazon LinkedIn video ad for Valentine’s day 2025: https://www.linkedin.com/posts/amazon_never-drop-the-ball-on-a-valentines-day-activity-7295819672937971713-RdQa?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAaS0aABco5tEVX9h8egrugPC_cBbqH8m4Y

Google pixel 9 2025 superbowl ad: https://www.youtube.com/watch?v=-7e6g11BJc0

LinkedIn research ‘81% of ads go unnoticed’: https://business.linkedin.com/marketing-solutions/b2b-institute/better-bolder-b2b-branding

Will smith eating spaghetti side by side comparison of AI video tech leap forward 2023 – 2024: https://www.instagram.com/reel/DEc5ZehNiye/?utm_source=ig_web_copy_link

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Companies that adopt an ABM go-to-market strategy outperform those that don't. That's according to research from our guest on this episode, Co-founder and CEO of specialist ABM market research and advisory firm, ForgeX.

It makes sense when you think about today's expectations of a personalized experience. The challenge lies in adapting ABM to suit your own business needs. This requires some independent thinking.

Join Davis Potter from ForgeX, and our own EVP of Growth, James O'Flaherty, as they take a fresh look at ABM for today's go-to-market strategies.

They cover:

• what ABM looks like today
• the best areas to be focusing on
• where the market needs to develop
• new models to use to make ABM work for you
• the intersection of demand gen with ABM
• predictions for the future

ForgeX: https://www.forgex.ai/

Just Global's ABM solution: https://justglobal.com/just-abm/

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As we build a new definition of the workplace, one thing will be crucial to productivity and success - ensuring people feel a sense of community where they work. This as our host calls it will be 'the next wave of workplace development'.

Dive into the challenges faced by all people leaders in this episode, featuring two experts proud to be thinking differently. From the rise in burnout, to the shifting attitudes to hybrid working (or required office working), to ways to embrace technology and AI, and the promise of happiness.

Just Global's Chief People Officer DDS Dobson-Smith is joined by Cara Brennan Allemano from Lattice, one of the world's best people management platforms, for episode five in our series 'Reinventing B2B'.

Related links:

Just Global, Global B2B Marketing Agency of the Year: www.justglobal.com

Lattice: www.lattice.com

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72% of business leaders see marketing as not essential to their company’s evolution in 2024 (Gartner). Add to this the speed of emerging technology and swathes of data, and there’s a need for marketing to win over stakeholders and drive growth in the months to come. We see this as a huge opportunity.

Listen in to James O’Flaherty, our own EVP of Growth, chatting about future-proofing a global marketing function with CMO for Global Markets at TCS, Ashish Babu.

In this episode we ask the important questions: how to stay agile in this environment? How to build loyalty? How to prove your worth? How to predict what’s coming? And how to harness AI?

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Analytics and strategic thinking are truly the brains behind great B2B marketing. But in a world saturated by data, platforms, and solutions, wrangling your analytics is becoming increasingly difficult. Join our two most senior experts in this area as they explore some of the best ways to get a handle on your data, so you can forge a path to bigger and better results. Tune in as Emilie Lee, EVP of Analytics, and Kat Van Biene, Director of Ad Operations talk to James O'Flaherty about overcoming common challenges, understanding the role of ad ops in analytics, making your data and platforms work hard for you, and what the future holds (including a look at AI and cookies).

Referenced in this episode:

Just Global's guide to a cookieless future - https://justglobal.com/insights/insights/cookieimpactanalysis2024/

Just Global x Octane11 guide to optimizing your B2B marketing data 'Bringing Sexy Back available to download here - https://justglobal.com/reinventing-b2b-podcast/?utm_content=287304002&utm_medium=social&utm_source=linkedin&hss_channel=lcp-548029#bringingsexyback

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