153: Peter Weinberg on humans, AI and a creative future for B2B

This week we strapped on a Motorola pager and stole a briefcase off our dad in order to look businessy enough to chat to the Batman of the B2B world, LinkedIn legend and co-founder of Evidenza, Peter Weinberg.Peter Weinberg has effectively grabbed B2B marketing by the ankles and dragged it out of the dull and dreary hole into which it had buried its head. World famous for his time in charge of the game-changing B2B institute at LinkedIn – alongside his pal Jon Lombardo – Peter is now the extraordinary human brains behind AI powered research platform Evidenza, where he continues to be a champion for the kind of B2B that’s never bland./////Follow Peter on LinkedInHere’s his website Here is Rory Sutherland Eurostar TED TalkTimestamps(02:37) - Quickfire Questions (03:34) - Peter's Career Path (06:36) - Transition to Advertising (11:22) - The B2B Institute at LinkedIn (15:50) - Pivotal Moments in B2B Marketing(17:37) - Contrarian Views in Marketing (19:05) - The Role of Synthetic Data (24:32) - Launching Evidenza(30:50) - Validating Synthetic Research (34:13) - Scepticism Towards AI in Marketing (40:15) - AI and Advertising Effectiveness (45:45) - Using AI for Strategic PlanningPeter’s Book Recommendations are:Diamond Age by Neal StephensonHow Brands Grow by Bryon Sharp  Building Distinctive Brand Assets by Jenni Romaniuk How Not To Plan – Les Binet & Sarah CarterAntifragile by Nassim Taleb The Elephant In The Brain by Kevin Simler & Robin Hanson/////