The Responsible Way to Use AI in B2B Content (Without Creating Slop)

In this episode of Tech Qualified, host Justin Brown sits down with Jonathan Bland, Co-Founder of Omni Lab Consulting, to unpack one of the most pressing conversations in B2B marketing right now: how to use AI responsibly in content creation without contributing to the wave of slop flooding LinkedIn and the broader web. The two agency owners open with a candid take on "scrappy marketing" — including a pointed conversation about why expensive ABM platforms like 6sense are losing favor with heads of marketing who never needed that level of tech in the first place.From there, the conversation pivots to the heart of the episode: the difference between responsible and irresponsible AI use in content. Jonathan and Justin agree that AI itself isn't the problem — the problem is lazy prompting, missing point of view, and content created without source material or proprietary insight. They explore how brands like Ahrefs and Influ2 are getting it right by leading with original research, first-person perspective, and real product snapshots, while many B2B teams are publishing volume for volume's sake.The episode closes with a real-world case study: Justin shares how his business partner Tristan went from zero content to a thriving M&A practice in six months by using AI to scale content derived entirely from real conversations and lived experience. The throughline is clear — AI is a force multiplier, but only when human POV, source material, and active community engagement sit at the foundation.Guest-at-a-GlanceName: Jonathan Bland Role: Co-Founder Company: Omni Lab Consulting Context: Jonathan leads a demand gen and paid media agency focused on SaaS brands. He's an active content creator and commentator on B2B marketing strategy, AI in content, and the evolving role of paid media. He's known for sharing tactical POVs on LinkedIn and championing scrappy, high-leverage marketing plays over bloated tech stacks. Where to find him: LinkedIn (Jonathan Bland) | omnilabconsulting.comThis episode is produced by New North.  New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis. With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.