Session #11 - What Differentiation Looks Like Now in B2B Marketing

Ryan Sargent joins Nate Turner and Kevin King to discuss how B2B marketers can stand out now that AI has made content volume a non-factor. The conversation focuses on how better inputs, including proprietary data and first-party insights, are what separate strong AI-assisted content from generic output. Despite predictions that websites will become obsolete, the hosts argue that they matter more than ever, and that they need to work harder to convert visitors and surface the right information for LLMs. Other topics include hyper-specific case studies, unique audience experiences like awards and intimate events, and robust product documentation. The episode wraps with the idea that good judgment, knowing which stories to tell and where to focus effort, is the most important skill marketers can develop right now. Chapters (00:00:00) - Chatting With 10 Speed(00:00:17) - How to Differentiate with AI in B2B Marketing(00:05:35) - The Website's Role in B2B Marketing(00:10:13) - How To Get Your Website In the List(00:12:57) - Case Studies: The Key to Killer Content(00:14:41) - How to Use First-Party Data in Your Content(00:17:23) - First-Party Data and the Content(00:21:54) - Unique Experience & Digital Learning(00:27:12) - B2B Conference and Dinner: Authentic Experience(00:31:05) - Storytellers: How to Tell a Good Story(00:35:25) - 10 Speed IO