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How agentic AI will radically transform B2B marketing with Elsevier’s Craig Welsh

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Manage episode 497223263 series 3303420
Content provided by alan.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by alan. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic.


Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.


Highlights:


02:05 – Why marketers are misusing generative AI

04:19 – Where the real value lies: analytics, not just content

07:03 – Defining the destination before picking the tool

11:18 – Bringing marketing, tech and finance together

17:32 – Why storytelling is still in short supply

21:32 – What agentic AI means for personalisation in B2B

26:15 – The human handover: why trust still matters


🎙️ Tune in to hear why AI isn’t replacing marketers, it’s forcing them to get clearer on where they add value.


Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast


Hosted on Acast. See acast.com/privacy for more information.

  continue reading

94 episodes

Artwork
iconShare
 
Manage episode 497223263 series 3303420
Content provided by alan.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by alan. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic.


Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.


Highlights:


02:05 – Why marketers are misusing generative AI

04:19 – Where the real value lies: analytics, not just content

07:03 – Defining the destination before picking the tool

11:18 – Bringing marketing, tech and finance together

17:32 – Why storytelling is still in short supply

21:32 – What agentic AI means for personalisation in B2B

26:15 – The human handover: why trust still matters


🎙️ Tune in to hear why AI isn’t replacing marketers, it’s forcing them to get clearer on where they add value.


Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast


Hosted on Acast. See acast.com/privacy for more information.

  continue reading

94 episodes

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