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Ep. 552 | When Algorithms Meet Alignment: B2B’s Future, Decoded
Manage episode 498480279 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase 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.
Episode Summary
This episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030.
Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core.
Key Takeaways
- AI as a Strategy Accelerator
AI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.
- Brand Trust
A strong brand built on trust and aligned values is essential to establish credibility with buyers.
- Enhanced Buyer Experience
Simplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.
- Data-Driven Agility
Leveraging predictive AI enhances both targeting precision and real-time responsiveness.
- Trends in B2B by 2030
Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions.
Quotes
“AI is not the strategy. It is the accelerator of your strategy.”
Best Moments
01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B.
03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant.
15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles.
21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.”
33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing.
Shout-Outs
- Bob Ray - Board Director, Marketbridge
- Tejal Patel - Founding Partner, Stanford Bridge Partners
- Richard Shotton - Founder of Astroten
About the Guest
Rob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies.
Website: www.dentsu.com
554 episodes
Share
Manage episode 498480279 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase 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.
Episode Summary
This episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030.
Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core.
Key Takeaways
- AI as a Strategy Accelerator
AI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.
- Brand Trust
A strong brand built on trust and aligned values is essential to establish credibility with buyers.
- Enhanced Buyer Experience
Simplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.
- Data-Driven Agility
Leveraging predictive AI enhances both targeting precision and real-time responsiveness.
- Trends in B2B by 2030
Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions.
Quotes
“AI is not the strategy. It is the accelerator of your strategy.”
Best Moments
01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B.
03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant.
15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles.
21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.”
33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing.
Shout-Outs
- Bob Ray - Board Director, Marketbridge
- Tejal Patel - Founding Partner, Stanford Bridge Partners
- Richard Shotton - Founder of Astroten
About the Guest
Rob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies.
Website: www.dentsu.com
554 episodes
All episodes
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Similar to OnBase: Smashing Sales and Marketing Misalignments
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
…
continue reading
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Hubspot's SVP of Marketing), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
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…
continue reading
Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.
…
continue reading
1
The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
11k278
No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
…
continue reading
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continue reading
Big tech is transforming every aspect of our world. But how, and at what cost? This season of Land of the Giants – The Disney Dilemma – focuses on Disney’s ability to weather the ups and downs of the business cycle and changing tastes and explores what has kept it successful for over 100 years. The entertainment giant has leveraged nostalgia and its intellectual property to build a beloved brand, but after an acquisition spree that included Marvel, Lucasfilm, and 20th Century Fox, can it sus ...
…
continue reading
Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
…
continue reading
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