Ep 12: Beyond the Hype: Smarter B2B Marketing in the Age of AI

What does it take to make B2B marketing more effective in an increasingly AI-driven world? In this episode of The Marketer’s Podcast, host Ursula (Uschi) Levy speaks with Sarah Monette, Head of Marketing at Cosine, a British sovereign AI company focused on autonomous coding for secure enterprise environments. Drawing on her experience across sales, marketing operations, field marketing and go-to-market strategy, Sarah shares practical perspectives on the decisions, challenges and assumptions that shape modern marketing. In this conversation, we explore: 1. Sales and marketing alignment: Why spending time as a BDR can help marketers understand sales challenges and build stronger collaboration. 2. Campaign strategy and measurement: Why not every campaign should be expected to succeed, and how clear objectives help teams evaluate results honestly. 3. Brand awareness and ROI: Why brand awareness alone is not always a sufficient reason to invest in a marketing activity. 4. Field marketing and events: How in-person experiences create opportunities for meaningful engagement, and how marketers can assess their impact. 5. AI and human creativity: Where AI can support marketing teams, why human empathy matters when understanding customer pain points, and where automation has its limits. 6. Marketing complex AI products: How to communicate technical value and security considerations to enterprise and regulated-sector buyers. Sarah also discusses the importance of staying flexible in fast-moving industries, building a broad marketing skill set and avoiding the temptation to focus only on activities that are easiest to measure. Enjoyed the conversation? Subscribe to The Marketer’s Podcast for more thoughtful discussions with marketing leaders on strategy, leadership, innovation and the realities of modern marketing:    / @ultratend_yt   #b2bmarketing #marketingstrategy #aiinmarketing #salesandmarketing #TheMarketersPodcast #podcast #youtubechannel #marketing #ai