B2B Marketing Excellence & AI Podcast

Donna Peterson
  • 5.0 (4)
  • MARKETING
  • UPDATED SEMIMONTHLY

Whether you're guiding a manufacturing brand or leading an executive education program, the B2B Marketing Excellence & AI Podcast helps you navigate today’s fast-changing landscape with smarter, faster strategies. Hosted by Donna Peterson, President of World Innovators, each episode delivers actionable insights to: - Reach and engage your ideal audience - Build trust through meaningful content and messaging - Leverage AI tools like ChatGPT to boost efficiency and creativity - Equip lean teams to do more with less Drawing on over 30 years of experience, Donna shares what’s working now, so you can build stronger relationships, adapt with confidence, and succeed faster. If you have questions or want us to cover specific topics, contact me directly at dpeterson@worldinnovators.com. Let’s shape the future of B2B marketing together!

  1. FEB 3

    The 5-Person Challenge: How B2B Leaders Build Trust Without More Leads

    As the year moves into its second month, many business leaders are already feeling the pressure to move faster, generate more leads, and push harder for revenue. In this episode, Donna Peterson challenges that thinking with a simple but powerful idea. What if slowing down is actually a revenue decision? Donna introduces a two-month challenge that helped World Innovators increase revenue while reducing workload. Instead of chasing volume, the focus shifts to building trust with just five highly qualified people through consistent, value-based outreach. This episode breaks down why fewer, better relationships outperform large lead lists and how redefining success around engagement can reduce stress while creating real momentum in long sales cycles. The One Question This Episode Answers: How can B2B companies increase revenue without generating more leads? Key Topics Covered: Why slowing down can produce better business resultsThe danger of measuring success by lead volume aloneHow to identify five highly qualified prospectsThe importance of self-reported, industry-specific dataWhy campaigns fail when relationships are ignoredHow consistency builds trust without pressureRedefining success from sales to engagementWhy long sales cycles demand a different marketing mindsetThe 5-Person Challenge Explained: Donna outlines a simple challenge for business leaders: Identify five highly qualified people in your target audience and focus on getting them to take one meaningful action. That action could be a reply, a download, a click, a comment, or a conversation. No selling. No pressure. Just relationship-building. The Three Shifts Required: From More Leads to Better Leads Smaller, highly targeted lists built on self-reported data outperform large databases filled with assumptions. From Campaigns to Relationships Marketing and sales must focus on consistent, value-driven communication that helps prospects succeed in their roles. From Sales to Engagement as Success Success is measured by interaction, interest, and trust — not immediate transactions. Why This Matters for Long Sales Cycles: For companies with complex, high-value offers, trust is the real currency. This approach reduces noise, creates clarity, and builds momentum through meaningful connections instead of constant outreach. Immediate Action Steps for Listeners: Identify five highly qualified prospects in your target audienceReview your messaging to remove pressure and self-promotionDeliver one piece of value that helps them do their job betterTrack engagement instead of sales for the next 60 days *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    20 min

  2. JAN 20

    How Industrial Auctions Support Long Sales Cycles and Smarter Business Decisions

    How can industrial leaders use auctions strategically to support long sales cycles and build long-term trust? In this episode of the B2B Marketing Excellence & AI Podcast, host Donna Peterson sits down with Jason Levy, President of The Levy Group, to explore how industrial equipment auctions can become a strategic business tool rather than a last-minute decision. Jason shares real-world examples from the industrial auction and asset recovery space, where timing is unpredictable, sales cycles are long, and trust is everything. Together, Donna and Jason discuss why early planning, accurate valuation, and relationship building are essential for manufacturers, plant managers, and operations leaders looking to reallocate capital, upgrade technology, or reduce risk. This conversation reinforces a core theme of the podcast: companies that invest in relationships today are better prepared to make confident, informed decisions tomorrow. Key Takeaways: Planning early gives leaders more control over timing, price, and outcomesEquipment value is often misunderstood without expert insightAuctions provide fair market value when the process is done correctlyRelationships matter more when decisions involve multiple stakeholdersRegular plant walk-throughs spark better long-term decisionsAction Step for Listeners: Schedule a yearly equipment review with a trusted expert to understand what you use, what you don’t, and where hidden value may exist. Episode Time Stamps: 00:00 – Introduction: Why relationship building matters in long sales cycles01:20 – Meet Jason Levy: Industrial auctions, asset recovery, and preparation03:20 – Why companies delay decisions on surplus equipment05:10 – Planning reality: why auctions take 90–120 days07:30 – Specialized vs. common equipment and timing expectations09:30 – Setting realistic expectations around equipment value12:10 – Valuation mistakes that lead to bad business decisions14:30 – Trust as the foundation of valuation conversations16:40 – Why surplus equipment is often ignored internally18:40 – Using auctions to unlock capital and reduce risk20:50 – Selling equipment to fund upgrades and growth23:10 – New vs. used equipment misconceptions25:10 – Environmental and workforce impact of reselling equipment27:20 – Auctions as a strategic tool, not a last-minute move29:10 – Final thoughts on trust, timing, and long-term relationships30:29 – Episode close *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    30 min

  3. JAN 6

    How B2B Leaders Can Use AI to Review the Year and Plan Ahead

    In this episode, Donna Peterson walks leaders through a simple but powerful way to review the past year and plan the next one with clarity and intention. You’ll learn why slowing down to reflect actually saves time, how five pen-and-paper questions can reveal what truly moved your business forward, and how AI tools like ChatGPT can support deeper insight without replacing your judgment or voice. This is a working episode designed to help you protect your time, strengthen relationships, and build trust as you head into the new year. How can B2B leaders reflect on the past year and use AI to plan a more focused, meaningful year ahead? What You’ll Learn: Why reflection is not wasted time, but a shortcut to better decisionsThe five manual questions every leader should ask before setting new goalsHow to identify what actually moved your business needleWhere relationships strengthened or weakened, and why that mattersHow to use ChatGPT to spot patterns, protect your voice, and focus your timeHow to create an “anchor” that guides decisions throughout the year3Timestamps: 00:00 – Why the year felt so fast and why reflection matters03:30 – Why leaders struggle to slow down06:15 – Turning this into a working episode07:45 – Question 1: What worked better than expected11:30 – Question 2: What took time but didn’t move the needle14:45 – Question 3: Where relationships strengthened or weakened18:10 – Question 4: What felt heavy and draining20:00 – Question 5: What do you want more space for22:15 – Using ChatGPT to review your year24:30 – Creating an anchor for the year ahead26:15 – Final thoughts and next stepsThe 5 Manual Pen-and-Paper Reflection Questions: Take out a notebook and write your answers before using any AI tools. What worked better than you expected this past year?What took time and energy but did not move your business needle?Where did relationships strengthen, and where did they weaken?What felt heavy or draining and may not be the best use of your time?What do you want more space for in the coming year?The 3 ChatGPT Year-in-Review Questions: After completing the manual reflection, ask a large language model these questions What patterns do you see in my notes?What should I stop doing now?What should I protect or do more of?You can also refine the timeframe, such as asking the model to evaluate only the last six months, to uncover deeper insights. One Action You Can Take Today: Block 30 uninterrupted minutes this week. Answer the five manual questions first. Then use ChatGPT to review your patterns and help you define one clear anchor that guides your decisions this year. Call to Action: If you’re looking for help aligning your marketing, sales, and AI efforts without losing your voice or weakening trust, reach out to Donna Peterson and the World Innovators team. We’re here to help you work smarter and build relationships that last. *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    27 min

  4. 12/26/2025

    How Do B2B Companies Hold Onto Their Purpose as They Grow?

    As AI-generated content continues to flood the B2B landscape, many brands are asking an important question: How do we hold onto our purpose, and make sure the people we serve truly understand it? In this episode, Donna Peterson sits down with Abe Wang from Collaborative Drug Discovery (CDD) to explore how a highly technical, scientific company stays deeply purpose-driven while growing, innovating, and communicating authentically. From internal culture and humanitarian initiatives to writing a book as a marketing strategy, this conversation offers valuable insights for any B2B leader navigating growth without losing meaning. What You’ll Learn in This Episode: How to clearly communicate your company’s purpose to people outside your industryWhy internal marketing is just as important as external brand messagingHow purpose-driven culture helps teams stay engaged as companies scaleWays to reach new audiences while keeping communication personal and humanWhy CDD chose to write a book instead of relying on AI-generated contentHow original storytelling helps B2B brands stand out in crowded marketsEpisode Timestamps: 00:00 – Holding onto voice and purpose in an AI-driven world02:06 – Introducing Abe Wang and Collaborative Drug Discovery04:41 – Explaining CDD’s mission in simple, relatable terms08:21 – Internal marketing and keeping employees connected to purpose12:11 – Human stories behind CDD’s work and humanitarian initiatives15:31 – Reaching new audiences through trust and personal connection17:46 – Why writing a book helped CDD differentiate its brand voice20:11 – Turning original stories into long-term marketing assetsFeatured Resource: Inside the CDD Vault: A Different Kind of Collaborative Drug Discovery ➡️ Book Cover & Amazon Link: https://www.amazon.com/Inside-CDD-Vault-Different-Collaborative-ebook/dp/B0G2HR4WYJ/ This book brings together personal stories from over two dozen CDD employees and collaborators, offering a rare look into how purpose, humanity, and scientific innovation intersect inside a growing B2B organization. About Collaborative Drug Discovery (CDD): Collaborative Drug Discovery (CDD) is on a mission to advance science through better data. CDD’s flagship product, CDD Vault®, is a hosted informatics solution that allows researchers to organize data and experiments in context while securely collaborating in real time. For drug discovery teams using AI-based approaches, CDD Vault serves as a central repository for clean, reusable data that can be analyzed repeatedly across different algorithms, parameters, targets, or compounds. The platform also includes a RESTful API to support automated workflows and offers PharmaKB™, a Pharmaceutical KnowledgeBase providing semantic data on preclinical, clinical, and post-approval drug development. Learn more at www.collaborativedrug.com About Abe Wang: Abe Wang is the Head of Marketing at Collaborative Drug Discovery, where he leads strategic initiatives to elevate the CDD Vault brand and drive global engagement within the life sciences community. Since joining CDD in 2019, Abe has played a key role in expanding brand awareness and digital marketing efforts, supporting the company’s growth as a leading SaaS informatics platform for scientific data management. Abe brings more than a decade of experience at the intersection of science and marketing. Prior to CDD, he held marketing leadership roles at Thermo Fisher Scientific and Affymetrix, focusing on market development, demand generation, and product strategy for life science technologies. Earlier in his career, Abe spent over seven years at SRI International, contributing to preclinical drug development and translational research. *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    22 min

  5. 12/18/2025

    How Do I Make AI Sound Like Me? Protecting Your Voice, Brand & Relationships with AI

    How Do I Make AI Sound Like Me? Protecting Your Voice, Brand & Relationships with AI In this episode of B2B Marketing Excellence & AI, Donna Peterson addresses one of the most common and valid concerns she hears in AI training sessions: How do I make AI sound like me without losing my voice or my brand? For relationship-driven B2B brands with long sales cycles and repeat customers, voice consistency is everything. Donna explains why rushing to use AI without intention can weaken trust, dilute your message, and stall business growth. Drawing from her experience leading a 45-year-old family business, she shares a practical, human-first framework for training AI tools to reflect your unique writing and speaking style, without sounding generic or robotic. Listeners will walk away with four actionable steps they can immediately apply to ensure AI supports their communication, protects their brand, and strengthens the relationships that drive long-term success. In this episode of B2B Marketing Excellence & AI, Donna Peterson addresses one of the most common concerns B2B leaders have about AI: How to use AI without losing your unique voiceWhy AI can quietly damage trust-based B2B relationships if misusedHow to train AI tools to reflect your tone, values, and communication styleWhy alignment between your brand, mission, and content matters more than speedThe four practical steps Donna teaches corporations to make AI sound human, intentional, and on-brandThis episode is especially valuable for relationship-driven B2B brands, long sales-cycle industries, and companies protecting a legacy brand voice. Episode Timestamps: 00:00 – 02:30: Why leaders fear losing their voice when using AI02:31 – 05:30: The risk of AI eroding trust in relationship-based B2B brands05:31 – 08:30: Why consistency in voice builds trust over long sales cycles08:31 – 11:00: How AI can unintentionally dilute your brand and services11:01 – 13:30: Why AI should support—not replace—your thinking and voice13:31 – 15:00: Step 1: Defining your voice in plain language15:01 – 16:45: Step 2: Training AI with real examples of your writing and speech16:46 – 18:15: Step 3: Asking AI to match your voice, not create a new one18:16 – 19:45: Step 4: The critical human review before anything goes live19:46 – 20:46: Final thoughts: Protecting trust, slowing down, and using AI intentionallyKey Takeaways: AI is not the threat—rushing and misalignment areYour voice is a strategic asset, not something to automate awayAI works best as an assistant, not an authorTrust, once broken, is extremely hard to rebuild in B2B relationshipsIntentional communication leads to better work and better outcomesIf your team is using AI but struggling to keep your brand voice consistent, or if you’re worried AI-generated content isn’t moving your business needle, reach out to Donna Peterson at World Innovators. Donna works directly with B2B brands to: Train teams on intentional AI usageAlign AI outputs with brand voice and missionProtect long-term customer relationships👉 Contact World Innovators to start using AI without losing what makes your brand different. *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    21 min

  6. 12/11/2025

    How Can AI Agents Help B2B Brands?

    How Can AI Agents Help B2B Brands? Episode Length: 23:49 Host: Donna Peterson — World Innovators Episode Overview: In this episode, Donna explores the growing question: How can AI agents truly help B2B brands? Many B2B organizations feel the pressure to adopt AI but struggle to understand where it fits or how to begin without overwhelming their teams. Using a simple concierge analogy, Donna explains how AI agents can guide prospects more intentionally, strengthen your existing marketing message, and unify internal teams. She breaks down three types of AI agents B2B companies can start using today, plus three practical steps to begin integrating AI confidently and responsibly. What You’ll Learn: • Why AI agents are ideal for long, complex B2B buying journeys • How thoughtful AI mirrors the personalized guidance of a concierge • The role of a Presales Agent in improving lead qualification and buyer readiness • How a Marketing Support Agent reinforces your current messaging instead of reinventing it • Why an Internal AI Agent can reduce friction and keep global teams aligned • Three simple steps to help you start adopting AI strategically—not reactively Timestamps: 00:00 – 01:50: Why AI agents matter now for B2B01:51 – 04:20: The concierge analogy: a human-centered way to understand AI04:21 – 08:00: AI Agent #1: The Presales Agent — better qualification, better conversations08:01 – 12:15: AI Agent #2: The Marketing Support Agent — reinforcing your established message12:16 – 16:40: AI Agent #3: The Internal Department Agent — bringing teams into alignment16:41 – 19:50: The biggest barriers B2B companies face when adopting AI19:51 – 22:30: Three steps to begin integrating AI agents effectively22:31 – End: Final insights and next stepsCall to Action: If you’d like help designing an AI agent for your B2B company, or you want your team trained to use AI thoughtfully, reach out directly to Donna: Dpeterson@worldinnovators.com https://www.chatbase.co/chatbot-iframe/4AzkU_L93TBRVVLVkXwNg *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    24 min

  7. 12/04/2025

    Why B2B Marketers Hesitate to Choose an AI Tool and How to Move Forward with Confidence

    Why B2B Marketers Hesitate to Choose an AI Tool and How to Move Forward with Confidence In this episode, Donna Peterson talks about the real fears many B2B marketers face when thinking about using AI tools and large language models. She explains why choosing an AI tool can feel overwhelming and why many industrial brands, executive education programs, and companies with long sales cycles hesitate to get started. Donna highlights three concerns she hears most often: • Not knowing which large language model to choose • Worrying that AI will harm personal relationships • Feeling unsure about learning what seems like a new technology She explains that tools like ChatGPT, Gemini, and Copilot all work in similar ways, and the key is understanding how to guide them. Donna reinforces that AI should not replace personal connection. Instead, it should give marketers more time to build trust by handling routine tasks in the background. Listeners will learn how large language models respond to clear direction, why “garbage in, garbage out” still applies, and how to start using AI safely without risking their brand voice. Donna also discusses the increasing interest in AI agents and why companies need to understand LLMs before creating customized agents for different departments. The episode includes simple steps B2B teams can take to start using AI immediately, along with practical guidance for industrial marketers who want to use AI without losing the human touch that builds long-term relationships. These insights support marketers looking for clarity on how to start with AI, how to protect their brand voice, and how to use AI tools responsibly in B2B marketing. Episode Chapters: 00:00 Introduction and Purpose00:56 Common Fears of B2B Brands Using AI01:29 Choosing the Right AI Tool02:38 Overcoming the Fear of Learning New Technology03:23 Maintaining Personal Connections with AI05:20 Deep Dive into Large Language Models06:19 The Importance of AI Training in Corporations08:01 The Role of AI Agents in Business10:38 Practical Tips for Using AI Effectively14:38 The Risks of Relying Solely on Software Platforms19:29 Final Thoughts and EncouragementIf you found this episode helpful, please subscribe and rate the show. Your support helps us reach more B2B professionals and continue our mission to inspire success. We do Individual & Team Training as well as Speaking Engagements. See contact details below. *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    23 min

  8. 11/27/2025

    How Association Membership Can Boost SEO and Drive B2B Industry Growth

    In this special Thanksgiving episode, Donna Peterson, President of World Innovators, shares a meaningful story of transformation — how shifting from a 'sales-first' mindset to a 'give-first' philosophy became the foundation for deeper trust, stronger relationships, and sustainable business growth. Drawing from her decades of experience in industrial and B2B marketing, Donna highlights one of the most overlooked marketing tools available to businesses today: active association membership. This episode answers the key question: How can B2B companies leverage association memberships to boost SEO and drive industry growth? From backlinks in member directories to building trust through thought leadership and networking, Donna outlines exactly how associations offer both visibility and credibility — two critical pillars of relationship-based B2B marketing. You’ll walk away with specific, practical steps to strengthen your brand’s presence and help your industry grow. Timestamps: 00:00 Reflecting on Thankfulness01:03 The Power of a Mindset Shift03:55 Embracing Association Membership06:51 Actionable Steps for B2B Companies10:07 Building Relationships Through In-Person Events12:04 Maximizing Association Membership Benefits14:34 Final Thoughts and Thanksgiving WishesStay Connected: If you’re interested in building stronger relationships through smarter B2B marketing, Donna would love to connect. Email: dpeterson@worldinnovators.comPhone: 860-846-7404Website: www.worldinnovators.com *** Reach out to dpeterson@worldinnovators.comif you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

    16 min
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Ratings & Reviews

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out of 5
4 Ratings

About

Whether you're guiding a manufacturing brand or leading an executive education program, the B2B Marketing Excellence & AI Podcast helps you navigate today’s fast-changing landscape with smarter, faster strategies. Hosted by Donna Peterson, President of World Innovators, each episode delivers actionable insights to: - Reach and engage your ideal audience - Build trust through meaningful content and messaging - Leverage AI tools like ChatGPT to boost efficiency and creativity - Equip lean teams to do more with less Drawing on over 30 years of experience, Donna shares what’s working now, so you can build stronger relationships, adapt with confidence, and succeed faster. If you have questions or want us to cover specific topics, contact me directly at dpeterson@worldinnovators.com. Let’s shape the future of B2B marketing together!

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