B2B Marketing: Tomorrow's Best Practices... Today

There are a handful of genuinely useful claims - the AEO 'chosen vs indexed' framing, the argument that brand voice Claude skills are overhyped at scale, and the observation that AI removes the feedback coaching loop. But these are buried under extended product pitches, community promotion, and broad platitudes about AI moving fast.

“AI is going to write what is expected. A marketer, someone who's adding their point of view for their brand and their business is going to say something hopefully unexpected”

“almost 70% of marketing teams were using multiple or unapproved LLMs”

The reframe of AEO as 'is my content worth being chosen' rather than indexed is a modestly fresh angle, and the critique of Claude brand skills as a false solution is mildly contrarian. Most other ideas - AI makes content faster but not better, generalists beat specialists, leadership-practitioner gaps - are widely circulating takes in B2B marketing discourse.

“SEO really prioritizes high value content... what the content actually says is important”

“the Claude skill or GPT for a brand voice is getting a lot of hype... I do not think that that is a long term solution for a team of any scale”

Holly Enneking is a working B2B marketing operator with 15+ years of experience building marketing functions, which gives her legitimate practitioner standing. However, she is VP at a very early-stage startup about to launch a Chrome extension, is largely in product-promotion mode throughout, and does not bring evidence of having operated marketing at meaningful scale.

“I am capable of using LLMs and getting good output from them because I have a baseline of experience that I've gathered over 15 plus years as a marketer”

“I'm building up a marketing function that, you know, is in a business that's looking to go from being scrappy to scaling up over time”

The proprietary research figures (57% vs 44%, 40% vs 26%, 70% unapproved LLMs) provide real numbers, though no sample size, methodology, or third-party validation is offered. Outside of those stats, the episode is almost entirely abstract - no named client examples, no campaign results, no revenue or pipeline figures, no competitive benchmarks.

“57% of the C suite leaders saying, oh, we feel great about those... Only 44% of the marketers actually felt that way”

“40% of leadership said that they thought they were strong... only 26% of the marketing team felt that way”

The host surfaces a genuinely interesting structural question about the leadership-practitioner perception gap and makes a reasonable AEO framing observation, but most questions are long-winded and open-ended, the guest's product promotion goes unchallenged, research methodology is never probed, and the final quarter of the episode drifts into Indianapolis tourism and community event scheduling.

“do you have off the cuff sort of, uh, things you would have leaders think about in order to keep, you know, keep these headcount open”

“maybe I should say the corn from the husk for a Hoosier girl”