497: AI in B2B Marketing: Wins, Misses, Next Moves

GenAI now sits inside content workflows, SDR outreach, and competitive intelligence. Marketing teams are seeing real wins and real growing pains, and the open question is where to focus next.

To answer that, Drew brings together Kelly Hopping, John McKinney (Cornerstone Licensing), and Brian Hankin (Altium Packaging) to share the AI plays they are running right now and how they're leading the charge. Here's how:

In this episode:

• Kelly shows how AI weaves through content, SDR workflows, web chat, product work, and SEO, plus how OKRs and certifications lift AI fluency across the team.
• John uses AI agents for competitor tracking, outbound support, and coding, and treats AI as a sparring partner for strategy before it reaches the C suite.
• Brian runs an AI campaign engine that builds multi-touch programs in minutes and tracks lifts in engagement, qualified leads, proposals, and wins.

Plus:

• How AEO connects to SEO and what needs to shift for LLM-driven discovery
• How leaders model AI use with internal knowledge bases and cross-functional pilots
• How to structure AI readiness
• Where CMOs can start

Tune in if you want AI use cases you can put to work now and a clearer view of