ChatB2B

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 

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 

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 

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 

In this episode, we’ll explore how AI is moving from a personal productivity tool to an organizational transformation lever inside professional services with Mahadev Sastri, Director of Marketing at CGI. Drawing on original research from Intercept Watchtower, we’ll unpack the gap between where most teams are with AI today and where they need to be, the practical use cases creating real traction, and what happens when the shift from “single-player” to “multiplayer mode” works at scale.  Timestamps:   00:00 Introduction to AI in B2B Marketing 01:15 AI as a Transformation Lever for Marketing 04:34 AI Modes & Agentic Systems 09:20 Current AI Use Cases in CGI Marketing 15:16 Challenges with AI Adoption and Microsoft Copilot 19:43 Managing AI Agents in Marketing 25:13 The Divide in AI Adoption 30:02 The Future of Content Creation and Distribution 34:01 Outcome-Oriented Marketing Strategies  Links to content mentioned: CGI Google NotebookLM Microsoft 365 Copilot ChatGPT Enterprise OpenAI GPTs Skillsoft Intercept Watchtower (AI-powered research) Demandbase Claude Code n8n Microsoft Work Trend Index: The Year the Frontier Firm Is Born  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

In this episode, we’ll explore how Lenovo’s Solutions & Services Group is navigating AI adoption in global campaign marketing. Shoeb will share how his team is moving from “AI is great” to “show me,” running controlled pilots, building the case for scale, and confronting the real organizational blockers (from skills gaps to procurement contracts) that sit between experimentation and impact. We’ll also dig into how B2B buying is shifting as AI agents become the first gatekeepers, what “generative engine optimization” means for content strategy, and why building a culture of smart risk-taking matters more than ever.  Timestamps: 00:00 Introduction and Guest Overview01:14 Shohab Shaikh's Role and Lenovo's Strategic Focus03:23 Lenovo as a Holistic AI Enabler04:38 Prioritizing AI Use Cases in Marketing07:23 Quantifying AI Impact and Cost Savings10:28 AI for Storytelling and Video Production12:39 Advancements in AI Avatars and Multilingual Content16:03 AI in the Buying Committee and Decision-Making18:26 AI's Role in Research and Customer Insights20:12 Balancing AI Deployment and Organizational Risks22:20 Overcoming Organizational Barriers to AI Adoption24:54 Experimentation, Risk, and Learning from Failures28:58 Training AI Models and Data Investment33:18 Measuring ROI and Impact of AI Initiatives36:12 The Future of AI: On-Device and Hybrid Models40:25 AI as a Decision-Making Partner43:47 Organizational Challenges: Skills, Governance, and Tools46:20 Data Privacy, Security, and On-Prem AI49:38 The Rise of On-Device AI and Local Models52:19 AI in Content and Search Optimization55:22 AI as a Co-Buyer and Content Relevance58:36 Adapting Content for AI Discovery and Search01:04:19 Looking Ahead: 12 Months of AI Innovation01:06:41 Closing Remarks and Future OutlookLinks to content mentioned: Lenovo Tech World Profound (GEO platform) Intercept Watchtower (AI-powered research) MAICON — Marketing AI Conference Blitzscaling Ventures Jeremiah Owyang keynote (YouTube) Adastra (Global MSP)  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

In this episode, we’ll explore how AI is reshaping modern go-to-market teams through the lens of Marketing and RevOps convergence. Tristan will share how he’s thinking about team design and new responsibilities as “managing AI agents” becomes a real role shift, and we’ll dig into practical AI use cases inside TELUS Agriculture & Consumer Goods. What’s working today, what’s still experimental, and what he expects to scale in 2026.  Timestamps: 00:00 Introduction and Guest Background 01:11 Overview of TELUS Agriculture and Consumer Goods 03:16 The Role of Data and AI in Business Growth 05:19 Integrating Marketing and Revenue Operations Teams 07:20 Targeting and Focus in Revenue Operations 09:27 AI and Team Design: Skills and Structure 11:29 The Rise of Domain-Specific AI Agents 15:33 Managing AI Agents: Key Principles 18:24 The Human Element in AI Transformation 22:00 Partnering for AI Success 23:41 Building a Culture of Co-Development and Feedback 28:56 Current AI Use Cases in Revenue and Marketing 30:55 AI for Customer Churn Analysis 34:38 Using AI to Generate Market-Driven Content 38:41 Top AI Initiatives for 202643:33 From Personal to Organizational AI: The Next Evolution 46:01 The Impact of AI on B2B Buying Processes 54:36 Future Trends and Opportunities in AI for B2B 57:25 Balancing Optimism and Caution in AI Development 58:40 Closing Remarks and Key Takeaways  Links to content mentioned: Gemini Gems overview Profound Intercept Watchtower The AI-Driven Leader MIT report coverage: “95% of generative AI pilots… failing” Where Is A.I. Taking Us? Eight Leading Thinkers Share Their Visions OpenAI “5-level progress framework” coverage Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

This episode introduces Francis Silva, Intercept’s first Chief Technology Officer, and explores a practical response to what enterprise marketers are feeling right now. Teams are being told to sprint toward AI and agents while legal, IT, and procurement slow adoption, and while the AI tool landscape changes faster than governance cycles can keep up. Francis defines what agentic marketing actually means, maps where most teams sit on the Marketing AI Maturity Curve, and shares real world, anonymized projects that show how AI moves from experimentation into secure, reliable day to day workflows.  Timestamps:  00:00 Introduction to AI and B2B Marketing 01:02 Understanding AI Agents 03:21 Defining Agentic Marketing 05:47 The Tension Between Marketing and Legal 06:48 Misconceptions About AI Agents 10:22 The Importance of Strong Fundamentals 12:06 The Role of Innovation Partners 21:39 Deciding What to Build, Buy, or Delegate 25:26 Marketing Maturity and AI Integration 30:56 From Single Player to Multiplayer Mode 34:53 Real Value Creation with AI 45:34 Overcoming Experimentation Traps Links to content mentioned: Intercept's Watchtower The AI-Driven Leader by Geoff WoodsPredictably Irrational by Dan ArielyWant to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

This episode explores how AI is redefining creative work; from how content is made to how creative teams organize, collaborate, and make decisions. Catherine Richards, former enterprise marketer at Dell, Adobe, and VMware, shares what she’s learned leading AI adoption inside complex organizations and building one of the first Marketing AI Councils. We dig into how creativity itself is being redefined, how teams can protect originality in an age of efficiency, and what it means to lead creative work when systems are becoming intelligent.  Timestamps:  00:00 The Evolution of Creativity in the AI Era 03:00 Human Judgment vs. AI Patterns 05:49 Credibility as the New Originality 09:05 Outcome Architecture and Cross-Functional Teams 11:47 The Role of AI in Content Creation 15:08 The Future of Marketing Roles 17:47 Navigating Constraints in Creativity 21:02 The Importance of Domain Expertise 24:05 AI as a Creative Partner 27:04 Building Effective AI Councils 30:08 The Intersection of Creativity and Compliance 33:02 Innovating Within Constraints 36:10 The Shift from Volume to Value 38:59 Unlocking Potential with AI 42:02 The Future of Content Strategy  Links to content mentioned: AI Truth Teller  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

This episode explores how SAP is redefining social media in the age of AI. Kelly Broili, VP of Global Social Media, leads one of the largest and most complex social operations in the tech industry. She shares how her team is finding the balance between scale and authenticity, keeping creativity and trust at the center while adopting AI across workflows. The conversation digs into what authenticity really means today, where AI adds value, and how social teams can stay human as they scale.  Timestamps:  00:00 Introduction to AI and B2B Marketing 03:07 The Evolution of SAP's Social Media Strategy 05:49 Authenticity in Social Media: A Changing Landscape 08:57 Building Trust Through Engagement 12:09 The Role of AI in Content Creation 14:55 AI as a Thought Partner in Social Media 17:53 Practical Applications of AI in Social Media 21:08 The Future of AI and Social Media 24:08 Navigating the Challenges of AI Content 27:00 The Importance of Transparency in AI Usage 30:11 Final Thoughts on AI and Human Connection  Links to content mentioned: Otani method   Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

This week we chat with Dylan Fedy, Director of Marketing & Customer Insight at Procom. This episode will explore how Procom is using AI to drive real business results, from automating sales training simulations to deploying voice agents for customer conversations. Dylan shares what’s working, what’s not, and how to move from experimentation to measurable impact. Timestamps:  00:00 Introduction to AI in B2B Marketing 01:30 Defining Practical AI 03:30 Integrating AI Across Business Functions 05:54 AI-Powered Sales Training 15:36 Exploring Voice Technology for User Experience 20:28 Balancing AI and Human Connection 24:21 The Future of AI in Recruitment 26:12 The Importance of Starting Small with AI 28:08 Identifying Effective Use Cases for AI 30:22 Building Trust Through Early Wins 32:03 Creating an AI Champions Group 34:16 Overcoming Resistance to AI Adoption 39:23 Measuring ROI and Success in AI Initiatives 43:21 Learning from AI Implementation Challenges 46:15 Scaling and Operationalizing AI in Organizations  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

Audrey Davidson, Head of Integrated Marketing Americas at Microsoft is discussing how AI is reshaping the structure, workflows, and skills of modern marketing organizations, illustrated by Microsoft’s concept of the “Frontier Firm” and what it means for marketing organizations striving to stay ahead. We also learn about the new role of humans in Marketing organizations, working side by side with AI teammates.Timestamps:  00:00 Introduction to AI in Marketing 01:24 The Role of Critical Thinking in Marketing 08:10 Understanding the Frontier Firm Concept 12:05 Demystifying Microsoft's Co-Pilot 20:00 Building the Business Case for AI 29:15 Fostering a Culture of AI Adoption  Links to content mentioned: Learning resources on Copilot, mentioned in the episode: Microsoft Copilot Academy | Microsoft Learn  Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech

Jessica Hreha, Director of Marketing AI Transformation at Veeam shares how marketing teams are adopting AI and what it takes to move from pilot projects to scaled adoption. Along with her work at Veeam, Jessica has previously built AI councils and transformation offices at VMware and Jasper, and shares lessons on what skills leaders need to guide their teams through AI adoption.Links to content mentioned: www.Heartframework.com  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

Shelley Green, Director of Microsoft Cloud – Copilot and Security at TD SYNNEX helps us explore how AI can support partner growth, especially for those who are under-resourced or earlier in their marketing maturity. We dig into where partners struggle the most and which AI use cases could realistically make a difference, from content creation and campaign execution to sales training. Shelley shares her perspective, highlighting what’s working, where the opportunities lie, and how vendors and distributors can make AI more accessible and impactful for partners. Links to content mentioned: Forbes: 95% of AI Pilot fail (M.I.T.)  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

If you are wondering what AI means for your marketing career, this episode is for you. Josh Chiavaroli, Partner Sales Account at Intel and Marketing Professor at Seneca Polytechnic, unpacks how AI is redefining the skills marketers need, the tasks humans should still own, and how both seasoned professionals and emerging talent can adapt. From OEM to silicon to the classroom, Josh shares a vantage point that helps leaders understand the real AI skills shift and what they can do today to prepare their teams for the future.  Links to content mentioned: Microsoft Report: Working with AI: Measuring the Applicability of Generative AI to Occupations  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

For marketers supporting channel partners, AI is opening up a new playbook. Jonna Bell, Global Director of Commercial Channel Marketing at Qualcomm, walks through how her team is using AI to simplify workflows, personalize content, and scale partner programs that actually get used. She shares what is changing in partner expectations, where campaigns still fall short, and how AI can bridge gaps, improve enablement, and drive stronger campaign results.  Want to learn more about Intercept? Check out our website:  Intercept | B2B Marketing Agency for Global Tech 

What does AI actually change about sales enablement? Mike Thibodeau, Director of Enterprise New Business at Google Cloud, shares how AI is reshaping the future of enablement, helping go-to-market teams cut through content overload and guide buyers through complex decisions. Drawing on his experience at Microsoft and now Google Cloud, Mike breaks down what is working today, where AI is already making an impact, and where enablement strategies are headed next.  Links to content mentioned: JOLT effect by Matt Dixon: JOLT Effect Home Page MIT Paper: 95% of corporate AI pilots failing: MIT: Why 95% of Enterprise AI Investments Fail to Deliver | AI Magazine  Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech 

ChatB2B is where enterprise marketers and Intercept’s leadership team compare notes on AI in B2B. You’ll hear real stories from the field along with the playbooks, experiments, and guardrails we use in our work with global tech brands. The goal is simple: help you make faster, smarter moves with AI inside your organization. Want to learn more about Intercept? Check out our website: Intercept | B2B Marketing Agency for Global Tech