EP 91: From Lead Generation to Demand Creation: How B2B Brands Win in the AI Era | Luke Fielding

B2B marketing is changing. As buyers rely more on AI, creators, and trusted voices to make decisions, brands need new ways to build demand and stay visible. In this episode of Not Just Ads, Marcus Sherwin sits down with Luke Fielding, Head of Demand Generation at F-Secure, to discuss how modern B2B teams are combining thought leadership, creator-led content, and AI strategies to drive growth. Luke shares how F-Secure moved beyond traditional lead generation, why employee voices and industry experts can outperform brand content, how LLMs are reshaping discoverability, and why third-party trust signals are becoming critical for AI search. You’ll learn how B2B brands can balance proven channels like LinkedIn, events, and webinars with emerging opportunities in AI, while building trust with the audiences that matter most. F-Secure helps businesses protect payments and prevent fraud by verifying account details before transactions reach scammers, helping finance teams reduce risk in an increasingly AI-driven threat landscape. 00:00 Introduction to Luke Fielding and F-Secure 01:03 How F-Secure helps businesses prevent payment fraud 05:18 What has changed and what remains effective in B2B marketing 06:33 Why creator-led content is changing B2B demand generation 08:21 Measuring attention beyond clicks and conversions 09:47 How AI search is creating higher-intent traffic 11:20 Optimizing for LLM visibility and third-party trust signals 14:09 Creating content that answers buyer questions 15:32 Why thought leader ads outperform traditional brand content 18:28 The role of events and webinars in modern B2B growth 21:18 Testing new channels: ChatGPT ads, Reddit, and TikTok 25:39 How AI tools are changing marketing workflows 27:48 The future of AI, reporting, and B2B marketing Here more about ⁠EFTsure https://www.eftsure.com/