Rethinking B2B GTM in the Age of AI | Adobe for Business

Original author：Adobe for Business

Original source：https://www.youtube.com/embed/oyFPvZCfvIk

AI isn’t just changing how B2B marketing gets done. It’s changing how go-to-market works. In this "Thinking, With AI" episode, Jessica Kao breaks down what’s actually shifting and where teams are getting it wrong. From chasing efficiency to missing strategy, we get into where AI is driving real impact and where it’s just noise. We also get practical: what to stop doing if you feel behind, the mistakes teams are making, and why asking better questions matters more than having the answers. Featuring community questions from: Kasper Andersen at Accrease and Katja Keesom at JTF: · “Has AI actually changed what ‘good’ looks like in B2B marketing, or are we just doing the same things faster?” · “What do companies need to fix in their stack before AI actually works? Most teams are still struggling with data quality, completeness, and connected systems. · How do we avoid AI platforms becoming the next Ferrari sitting in the garage?” Want to be part of future episodes? Check out the thread and join the Let’s Talk AI Community: https://adobe.ly/4mZjcx7 Chapters 00:10 Jessica’s story and B2B marketing background 16:58 Why asking better questions is better than having the answers 19:13 Jevons paradox and what it means for AI adoption 24:43 How Adobe is actually approaching AI 35:39 Community questions: what B2B teams are struggling with 48:03 Rapid fire: what separates great marketers in the AI era Adobe Experience Cloud gives you the integrated tools you need to excel in cross-channel marketing, digital advertising, audience and data optimization, and more. Explore our capabilities here: https://adobe.ly/4cSvT83