E128: Is Brand the Last Thing Left? What B2B Marketers Will Do in 2030.

Episode notes

In this episode of B2B Marketing Futures, we explore one of the most provocative questions facing the industry: Is Brand the Last Thing Left? What B2B Marketers Will Do in 2030. As AI reshapes the very foundations of marketing, our panel unpacks what creativity, strategy, and brand will mean in a world where machines can do almost everything humans once did. From redefining what makes brands distinctive to debating whether craft or speed will define the next generation of marketers, this episode challenges conventional thinking and looks ahead to the creative future of B2B. Participants: • Marc Lewis – Dean, School of Communication Arts, championing creativity as an “exoskeleton for imagination” in the AI era. • Jasmin Stollhof – CMO, SpeakUp, exploring how originality and distinctiveness can survive in a world of algorithmic sameness. • Stephanie Osiol – Head of Marketing Analytics, Sage, sharing how data and insight can preserve brand meaning when attribution becomes elusive. • Sam Wohlfeil – Marketing Operations Manager, Tesa, revealing how brands are already optimising for AI-driven discovery while staying human at their core.