ChatB2B

Intercept
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ChatB2B is a podcast for B2B marketers navigating the rise of AI. Each episode features real-world use cases, conversations with enterprise marketing leaders, and emerging trends drawn from proprietary AI-powered research.

  1. 28 de jul.

    The Anatomy of AI-Powered ABM

    ABM has promised precision at scale for decades, and AI was supposed to change that. The reality is uneven. Most programs are stalled on ICP modeling and sales-and-marketing alignment, while the harder questions remain unresolved: where AI is useful, whether that's classical or generative, and how to prove attributable revenue. Hans Bunes has spent almost 30 years in technology go-to-market, and for the past six years been consulting independently on ABM projects and sales enablement. He's joining us to walk through the anatomy of an AI-powered ABM program from his vantage point and where AI can have the biggest impact.    Timestamps:  00:00 Introduction to AI in B2B Marketing  01:12 Hans Bunes' Background and Expertise  02:10 Fundamentals of Customer Understanding  03:35 Importance of Data Quality and Foundations  05:22 Overestimating Customer Profiles  07:09 ROI and Challenges of AI Investments  09:50 Using Unstructured Data for Customer Insights  11:07 AI in Targeting and Segmentation  14:25 Change Management and AI Adoption  17:24 AI as a Tool for Personalization and Content Creation  21:23 Aligning Sales and Marketing with AI  24:40 Anatomy of a Successful ABM Program  36:26 Content and Outreach Strategies with AI  41:24 Measuring Impact and Incrementality  49:53 Future Trends and Opportunities in AI  54:02 Optimism and Human-Centric AI in B2B    Links to content mentioned:  Dun & Bradstreet Harvard Business Review - Don't Automate Obliterate Saster - Jason Lemkin on AI    Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  2. 30 de jun.

    What it takes to be creative in the AI era at HP

    In this episode, Liz Merrilees Emlay, Head of Global Creative Services and Product Marketing at HP, joins Andrew to wrestle with what it takes to be creative in an era when AI is brilliant at producing the average. We get into where AI is delivering real lift in content and creative work, where it isn’t, and what creative leaders are doing to redesign roles, rethink hiring, and prepare their teams for work that hasn’t been defined yet. The arc lands on the decisions creative leaders are making in the next one to two years that will set the trajectory for the next decade.    Timestamps:  00:00 Introduction to AI in B2B Marketing  00:53 The Role of Content and Creative Services  04:17 AI's Impact on Content Creation  11:14 Creativity in the Age of AI  20:08 Standing Out in a Sea of Content  25:04 Context vs. Content in Marketing  27:44 The Promise of AI: Efficiency or Something More?  28:14 The Role of AI in Business Efficiency  30:56 Balancing Efficiency and Creativity  35:54 Redesigning Roles in the AI Era  39:49 The Future of Creative Work  49:05 Preparing for Unknown Futures    Links to content mentioned:  HP Seinfeld   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  3. 2 de jun.

    Building the Backend for AI Agents with Patrick Vuong

    In this episode, Patrick Vuong, first Director of Product Management at Moderne, takes us inside the backend infrastructure that makes AI agents work reliably. Patrick brings a rare cross-ecosystem seat as a former Microsoft GitHub Copilot leader, now building the agent tooling embedded inside AWS Q, GitHub Copilot, and Broadcom App Advisor. We get into what multi-agent orchestration looks like in production, why backend infrastructure is the layer most marketing teams haven’t built for, and what it means to design for agents alongside humans.    Timestamps:  00:00 Introduction to AI in B2B Marketing  00:56 The Evolution of Software Development with AI  03:14 Quality Control in AI-Driven Development  07:43 Harnessing AI Agents for Consistency  12:24 Empowering Non-Technical Users with AI  17:51 Comparing Marketing and Development AI Stacks  23:16 The Evolution of AI Agents  25:45 Marketing AI Maturity Curve  27:43 The Future of Prompting and Agent Autonomy  29:46 Harnessing Agents for Predictable Outcomes  33:48 Dual Audience Marketing: Humans and Agents  38:37 Optimizing Team Structures for AI Integration  41:49 Empowering Non-Technical Users in AI  44:46 Future Milestones in AI Development    Links to content mentioned:  Moderne (agent tooling and deterministic code modernization) GitHub Copilot Claude Code Stack Overflow 2025 Developer Survey 2025 DORA Report Model Context Protocol (MCP) Veeam   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  4. 19 de mai.

    The Rise of the Senior IC in the AI Era with Jaynie Miller

    In this episode, Jaynie Miller, Worldwide Product Marketing Lead at HP, shares what it’s been like to step out of management and into the senior individual contributor track at one of the world’s largest technology companies. We explore how AI is reshaping product marketing, sales enablement, and partner enablement day to day, and what marketing teams need to look like as every company resets for the AI era.    Timestamps:  00:00 Transitioning from Management to Individual Contributor  08:06 The Role of AI in Product Marketing  13:32 AI as a Co-Pilot, Not an Autopilot  20:14 Driving Internal Alignment with AI  23:24 Foundations of Product Marketing That Remain Unchanged  24:23 The Evolving Role of Product Marketing  28:09 Misconceptions About AI  32:28 Reallocating Time in Product Marketing  36:11 Future Marketing Team Structures  40:20 Opportunities for New Graduates  44:35 Overcoming Roadblocks in AI Adoption  48:25 Balancing Work and Personal Time    Links to content mentioned:  HP Microsoft 365 Copilot Copilot Cowork Claude LinkedIn Veeam   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  5. 21 de abr.

    Optimizing AI Search: Lessons from Sophos with Megan Cabrera

    In this episode, Megan Cabrera, former VP of Marketing Operations at Sophos, opens up about what it took to build an enterprise AI search strategy when the playbook didn’t exist yet. From navigating constant algorithm shifts, to figuring out how brands show up in communities like Reddit, Megan shares the pivots, the failures, and the principles that held. The conversation also goes deeper into the enterprise infrastructure behind the strategy. How to get AI tools approved when procurement can take up to a year, where AI roles should sit in the organization, and what the recent Claude Mythos leak means for the cybersecurity industry.    Timestamps:  00:00 Introduction to AI in B2B Marketing  01:31 Transitioning from Vendor to Buyer Perspective  02:56 AI Forward Culture at Sophos  05:06 The Journey of AI Search Implementation  09:03 Developing Canonical Prompts for AI Search  12:51 Upcycling Content for AI Optimization  17:20 Measuring Impact Amidst Changing AI Models  20:35 Avoiding Common Pitfalls in AI Strategy  23:54 Engaging with Communities on Reddit  27:13 Building a Flexible AI Tool Foundation  29:02 Integrating AI Tools in Marketing Workflows  34:05 Training and Democratizing AI Access  36:56 Build vs. Buy: Navigating AI Solutions  42:03 Evolving Organizational Structures for AI  46:10 AI's Impact on Cybersecurity  48:34 Towards Autonomous Workflows in Enterprises  53:36 Strategizing AI Implementation in Marketing  59:25 The Future of Marketing Teams in an AI World    Links to content mentioned:  Sophos Sitecore Clay Qualified G2 Gartner Peer Insights Intercept Watchtower (AI-powered research) AirOps Snowflake Outreach   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  6. 14 de abr.

    The AI-Ready Marketer: New Rules for Content and Culture with Tammy Tufty

    This episode, we explore what it means to be an AI-ready marketer. Starting with the macro fears that have marketers anxious right now, and moving into what the best teams are doing about it. Drawing on Tammy’s experience at BMC and her work co-founding the Charlotte Marketing AI Exchange, we dig into how content strategy needs to be rebuilt for a world where AI is the first reader, why most organizations are still at the starting line on GEO, and what it takes to move from AI experimentation to transformation that sticks.    Timestamps:  00:00 Introduction to AI in B2B Marketing  01:58 The Ghost GDP Phenomenon and Market Implications  06:02 The Role of Content in AI-Driven Marketing  11:48 Building Trust Through Content Strategy  17:46 Navigating AI's Impact on Content Creation  27:45 The Importance of Critical Thinking in AI  27:53 Organizational Transformation and AI  32:05 Upskilling and Reskilling Strategies  36:16 Creating a Culture of Innovation  38:53 Human-Centric Transformation  41:50 Optimism in the Age of AI  45:48 Preparing the Next Generation for AI    Links to content mentioned:  BMC Software Control-M (workflow orchestration platform) Charlotte Marketing AI Exchange AMA Charlotte The 2028 Global Intelligence Crisis (the Ghost GDP essay) Intercept Watchtower (AI-powered research) Marketing AI Institute SmarterX MAICON (Marketing AI Conference)   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  7. 7 de abr.

    When AI Meets ABM: Rethinking Content and Buyers with Murali Kandasamy

    This episode, we’ll explore how AI is reshaping account-based marketing with Murali Kandasamy, VP of Growth & Strategy at PathFactory. Drawing on original research from Intercept Watchtower, we'll unpack the real blockers holding ABM programs back, where AI chatbots and content intelligence are making a measurable difference, and what happens when the first reader of your content is an AI agent rather than a human.    Timestamps:      00:00 Introduction to AI in B2B Marketing  02:44 Understanding Path Factory's Role  05:52 The Evolution of Account-Based Marketing  08:52 AI's Impact on ABM Strategies  11:36 Bridging the Gap: Sales and Marketing Alignment  14:46 The Role of Data in ABM Success  18:04 The Future of AI in Marketing  26:28 The Evolution of Chat Agents  30:18 Empowering the Buying Committee  34:25 AI's Role in Content Creation  39:02 Connecting Content Engagement to Revenue  45:13 The Future of Account-Based Marketing (ABM)    Links to content mentioned:  PathFactory (content intelligence and customer journey platform) ChatFactory (AI buying agent) Intercept Watchtower (AI-powered research) Jira The All-In Podcast   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

  8. 31 de mar.

    What AI PCs Really Change for Marketers with Jeanette Kennedy

    This episode explores what AI PCs really change for marketers and why the device should be part of your AI strategy. Jeannette Kennedy from Microsoft breaks down what AI PCs are in plain language and explains how local AI processing and small language models open up new ways of working that you cannot get from cloud tools alone. We talk through real examples, the on-device AI opportunity, and a few simple moves marketing leaders can make now so they are ready as AI PCs become the standard.    Timestamps:      00:00 Introduction to AI in B2B Marketing  01:54 Understanding Copilot Plus PC and AI Capabilities  05:51 The Importance of On-Device AI Experience  09:49 Unlocking AI Workflows with Copilot Cowork  13:43 Transforming Marketing Tasks with AI  19:45 Balancing Local and Cloud AI Solutions  26:45 The Importance of Security in AI Adoption  30:49 Navigating the AI Landscape: Invest Now or Wait?  36:17 Building Effective Workflows with AI  41:59 Preparing for AI-Ready Devices and Infrastructure  46:39 The Future of AI Models in Marketing    Links to content mentioned:  Microsoft Copilot+ PCs Microsoft 365 Copilot Copilot Cowork Anthropic: Introducing Cowork Windows Hello The JOLT Effect   Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

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ChatB2B is a podcast for B2B marketers navigating the rise of AI. Each episode features real-world use cases, conversations with enterprise marketing leaders, and emerging trends drawn from proprietary AI-powered research.

Informações

  • Criado por
    Intercept
  • Anos de atividade
    2025 - 2026
  • Episódios
    22
  • Classificação
    Livre
  • Copyright
    © 2025 Intercept
  • Site do podcast
    ChatB2B