How B2B Teams Are Actually Using AI

IBM, Twilio and Zendesk aren't talking about hypothetical AI use cases. Their marketing teams are already putting them to work. In this episode, Nicole Stirling shares lessons from a B2B Marketing Leaders panel she moderated in Melbourne. She breaks down how IBM is using AI to personalise event follow-up, how AI can act as a marketing assistant, and how teams are using it to solve attribution problems between sales and marketing. 00:00 Inside the Melbourne B2B marketing panel 02:39 What IBM, Twilio and Zendesk are doing with AI 03:18 IBM’s AI-powered event follow-up system 04:56 Why AI should be treated like a marketing assistant 06:54 Using AI to fix sales and marketing attribution 08:04 How to position AI without making it sound like a threat 08:59 Where the real AI debate is heading ABOUT NICOLE STIRLING Nicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region. You can reach out to Nicole through: LinkedIn:   / nicolestirling   Website: https://www.stirlingmarketing.net ABOUT THE ROI PUZZLE The ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with executive leaders focused on growth in sales and marketing from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales and marketing alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board. To know more about The ROI Puzzle, you can visit the links below: Podcast/Blog: https://open.spotify.com/show/6ZXy9cc... YouTube:    / @theroipuzzle