The Consensus Engine: Debbie Kestin Schildkraut on AI, Community, and Influence in B2B Buying

Episode notes

As B2B buying becomes more fragmented, networked, and influenced by AI, how can marketing leaders build trust, align buying groups, and drive decisions with confidence? In this episode of Beyond B2B Marketing, host Lee Odden sits down with Debbie Kestin Schildkraut, VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. With a career spanning global leadership roles at IBM and industry-wide initiatives at ANA, Debbie brings a unique perspective on how B2B marketing is evolving at the intersection of AI, community, and influence. Together, they explore why today's buyer journey is no longer linear, how AI is reshaping both discovery and decision-making, and why the most effective marketing strategies are built around trust, validation, and shared experiences-not just reach and visibility. Key Takeaways from this Episode: The Fragmented Discovery Challenge: B2B buyers are navigating a non-linear, networked journey across AI platforms, communities, and peer recommendations-making traditional funnel-based strategies less effective.