Episode Summary

This episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030.

Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core.

Key Takeaways

• AI as a Strategy Accelerator

AI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.

• Brand Trust

A strong brand built on trust and aligned values is essential to establish credibility with buyers.

• Enhanced Buyer Experience

Simplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.

• Data-Driven Agility

Leveraging predictive AI enhances both targeting precision and real-time responsiveness.

• Trends in B2B by 2030

Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions.

Quotes

“AI is not the strategy. It is the accelerator of your strategy.”

Best Moments 

01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B.

03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant.

15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles.

21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.”

33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing.

Shout-Outs

• Bob Ray - Board Director, Marketbridge
• Tejal Patel - Founding Partner, Stanford Bridge Partners 
• Richard Shotton - Founder of Astroten

About the Guest

Rob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies.

Website: www.dentsu.com

Connect with Rob.