AI, Trust, and the Future of B2B Marketing with Kelsey Voss

Episode notes

As B2B buying cycles become increasingly complex and AI-driven, how can marketing leaders maintain credibility and stand out in a sea of "AI slop"? In this episode of Beyond B2B Marketing , host Lee Odden sits down with Kelsey Voss, Principal Analyst at eMarketer, to discuss the evolving landscape of B2B marketing as we make our way through 2026. Kelsey brings a unique 360-degree perspective from her early days in New York theater and B2B publishing to leading marketing for startups and large enterprises. Together, they explore why visibility alone is no longer enough and why the most successful B2B CMOs are prioritizing their focus on data governance, influencer partnerships, and human-centric creativity. Key Takeaways from this Episode: The Compressed Window of Influence: Learn how AI tools like ChatGPT are not necessarily accelerating the buying cycle, but are compressing the window brands have to influence a buyer's shortlist. Beating "AI Fatigue": Discover why buyers aren't rejecting AI itself, but rather "low-value output." [cite_start]Kelsey explains how a distinct point of view and credible authorship are the keys to maintaining trust.