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. 6D AGO

    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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 11/20/2025

    How can legacy industrial brands stay visible when sales seem steady?

    Many legacy industrial brands assume that steady sales today mean they will stay strong tomorrow. In this episode, we talk about why that belief can create blind spots for companies with long histories, loyal customers, and strong reputations. Donna welcomes Ken Spaeth from Cutting Tool Engineering Magazine (CTE) to explore how industrial brands can protect their visibility and maintain trust in a market that is always changing. Ken works directly with manufacturers every day, and he shares what he sees separating brands that stay top of mind from those that slowly fade out of view. Together, Donna and Ken discuss why marketing is not an expense. It is a relationship-building investment that keeps your company present in your industry, especially with new engineers and younger buyers entering the workforce. They also talk about the value of consistent messaging, how industry-specific publications support thought leadership, and how print, digital, and AI can all work together. This episode is especially helpful for leaders at legacy industrial brands who want to stay relevant, maintain visibility, and support long sales cycle growth through thoughtful, relationship-based marketing. In this episode, you will learn: Why legacy industrial brands cannot rely only on past relationshipsHow consistent visibility keeps your brand top of mindWhy print and digital advertising still matter for technical buyersHow AI is influencing the buying cycle and strengthening contentThe importance of face-to-face interactions in a digital worldHow relationship-based B2B marketing supports long-term growthKey Topics and Timestamps: 00:00 Why legacy brands still need consistent marketing00:53 Introducing Ken Spaeth and Cutting Tool Engineering01:55 Why business still runs on relationships04:34 How AI supports visibility and faster buying cycles07:05 The role of trusted industry-specific magazines09:01 Marketing as an investment that protects future sales12:36 Why consistent advertising matters for long sales cycle companies17:38 The continued importance of in-person meetings22:57 Combining traditional and modern marketing approaches25:05 The long-term value of print and digital advertising29:09 How AI supports storytelling for industrial brands30:39 Ken’s path into CTE and the manufacturing world32:33 Inside CTE’s “Bourbon with the Editor” podcastConnect with our guest: Ken Spaeth Cutting Tool Engineering Magazine // Website: www.ctemag.comListen to their podcast: Bourbon with the Editor - https://open.spotify.com/show/0kZP6XcglHqnE6wswNzwoI?si=1671d8c15b3540a1 *** 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.

    35 min

  7. 11/13/2025

    How Can B2B Marketers and Sales Teams Strengthen Results by Slowing Down Their Content Strategy?

    How Can B2B Marketers and Sales Teams Strengthen Results by Slowing Down Their Content Strategy? In this episode of B2B Marketing Excellence & AI, Donna Peterson shares an honest reflection on her lifelong tendency to rush, whether lifting weights or creating marketing campaigns, and what it taught her about strength, patience, and long-term results. Donna explains how slowing down helped her focus on what truly matters and how that same mindset applies to B2B marketing and sales alignment. When teams take time to understand their audience, measure what is working, and give each message more meaning, they build stronger relationships and measurable results. It is not about doing more; it is about doing what matters well. Through this episode, listeners will discover how slowing down their B2B marketing strategy can lead to greater clarity, trust, and long-term sales success. Donna encourages marketers and sales professionals to pause, reflect, and give each message the attention it deserves, because meaningful connections take time to build. Key Takeaways: Review your recent campaigns. Ask: Was this content created for output or for outcome? Identify what truly resonated with your audience and what felt rushed. Taking the time to reflect helps uncover insights that strengthen future marketing results.Add more weight to your message. Instead of producing high-volume, low-value content, focus on meaningful, insight-driven pieces that solve real problems and strengthen trust. Depth creates credibility and lasting impact.Establish a sustainable rhythm. Develop a steady pace for marketing and sales efforts that allows time for reflection, collaboration, and improvement. Consistency with purpose leads to stronger relationships, better alignment, and more qualified opportunities.Donna also highlights how AI tools can support this process by analyzing engagement patterns and helping teams spend more time building authentic connections. Using AI in B2B marketing strategy allows marketers to stay thoughtful and intentional without losing the human element. This episode will inspire B2B marketers and sales teams to slow down, focus on quality over quantity, and strengthen results through genuine, relationship-based marketing. Timestamps: 00:00 Introduction: Are You Rushing Your Marketing?00:14 Personal Story: Fitness and Marketing Parallels00:58 The Problem with Rushing in Marketing02:15 The Importance of Slowing Down03:08 Creating Meaningful Content04:37 Building Trust with Your Audience05:45 Steps to Improve Your Marketing Strategy14:55 The Role of AI in Marketing16:29 Establishing a Sustainable Marketing Rhythm21:56 Conclusion: Authenticity and Long-Term SuccessContact Information: *** 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.

    26 min

  8. 11/06/2025

    What Digital Shifts for Small B2B Teams Make the Biggest Impact?

    Episode Title: What Digital Shifts for Small B2B Teams Make the Biggest Impact? Host: Donna Peterson, World Innovators Guest: Josh Blankenship | OuterBox Episode Length: 41 min 41 sec Episode Overview: When sales and marketing aren’t aligned, it drags out an already long B2B sales process. But when small teams connect those dots, and use AI intelligently, the results are transformational. In this episode, Donna Peterson sits down with Josh Blankenship of OuterBox to talk about: Aligning sales & marketing without a big budgetSimple digital shifts that make a measurable impactPractical, trustworthy ways to use AI in B2BHow small B2B teams can compete with larger brandsIf you lead a small marketing or sales team, this episode will show you how to simplify your digital strategy, strengthen relationships, and grow smarter, not just bigger. Timestamps: 00:00 – Intro: Why sales & marketing alignment still matters 03:20 – The real cost of working in silos 06:45 – Practical ways to get sales & marketing on the same page 12:30 – How leaders can create shared goals and teamwork 18:15 – AI in B2B: Staying personal while moving fast 24:00 – Using MQL & SQL metrics for smarter decision-making 30:40 – Website changes that increase qualified B2B leads 36:00 – AI agents, lead scoring, and scaling smart 40:00 – Final thoughts: Trust, teamwork & small shifts with big results Key Takeaways: Sales + Marketing = Growth: Bring both departments together with one shared goal.Define quality: Use MQL and SQL scoring to measure what really works.Website wins: Make contact easy and de-risk the process for prospects.AI as a coach, not a replacement: Use AI for feedback and consistency, not mindless automation.Focus beats flash: Small B2B teams can compete by staying focused on clarity and authentic communication.Josh's Bio: Josh Blankenship is Director of Business Development at OuterBox and a recognized voice on aligning sales and marketing and using practical AI where it fits. He has helped hundreds of B2B and industrial organizations grow, diversify, and scale by differentiating digitally and integrating strategies across channels, including Technical SEO, content, paid media, email automation, UX, attribution, and tight sales and marketing alignment.   Contact: Josh Blankenship jblankenship@outerbox.com www.Outerbox.com Resources Mentioned The 4 Disciplines of Execution by Chris McChesney & Sean Covey *** 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.

    42 min
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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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