B2B Marketing’s Judgment Call: AI, ABM and the End of 'More Is More'

B2B Marketing’s Judgment Call: AI, ABM and the End of 'More Is More'

B2B marketers are not short on tools, trends or tactics. What they need now is better judgment about which ones are actually worth using. In this episode of MarketingEDGE, Abby White and Alexis Gajewski discuss the month’s most-read MarketingEDGE stories and what they reveal about where B2B marketing is headed next. From AI overconfidence and weak data systems to ABM nurture gaps, B2C trend translation and the case for experimenting with multiple AI tools, the conversation centers on one big theme: Discernment is becoming a competitive advantage. The episode explores why audience quality matters more than lead volume, why AI output still needs a skeptical human editor, why ABM success depends on stronger sales-marketing alignment and why B2B brands can borrow from consumer marketing without chasing every shiny trend. Episode Resources  Five Takeaways for B2B Marketers From OX9 [https://www.marketing.endeavoredge.com/trends/article/55375371/five-takeaways-for-b2b-marketers-from-ox9%20] Unprompted: We're Getting Better at Using AI Wrong  [https://www.marketing.endeavoredge.com/data-and-tech/blog/55370142/unprompted-were-getting-better-at-using-ai-wrong] ABM Misfires, Part 3: Your ABM Leads Aren’t Failing — Your Nurture Strategy Is  [https://www.marketing.endeavoredge.com/return-on-investment/article/55373538/abm-misfires-part-3-your-abm-leads-arent-failing-your-nurture-strategy-is] Translating B2C Marketing Trends into B2B: What to Do and What Not to Do [https://www.marketing.endeavoredge.com/trends/article/55371593/translating-b2c-marketing-trends-into-b2b-what-to-do-and-what-not-to-do%20]  Confessions of a Chronic AI Chatbot Hopper [https://www.marketing.endeavoredge.com/trends/blog/55374696/confessions-of-a-chronic-ai-chatbot-hopper]   Subscribe [https://www.marketing.endeavoredge.com/subscribe] to MarketingEDGE Follow MarketingEDGE LinkedIn  [https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true] Facebook [https://www.facebook.com/profile.php?id=61581703051716] X [https://x.com/MktgEdgeB2B] Website [http://www.marketing.endeavoredge.com]

Search and Sustain: What Earns the Click? Headline and Subject Line Tips for Modern Marketers

Search and Sustain is built for marketers trying to figure out what actually earns attention today — in search, in inboxes, on LinkedIn, and now inside AI-driven platforms like ChatGPT, where apparently everyone is suddenly an SEO expert. Hosted by Seth Hastings and Erin Hallstrom, the podcast blends audience marketing, SEO/AEO, editorial strategy, and real-world marketing psychology into conversations that feel less like a lecture and more like the discussions marketers are already having behind the scenes… usually while staring at declining open rates and asking, “Wait, why did that post go viral?” Every episode breaks down the why behind clicks, engagement, visibility, and retention. The goal isn’t just to help you get traffic. It’s to help you earn attention — and keep it. Or, as Seth likes to put it: make your secret sauce sticky. Expect real examples, honest reactions, marketing debates, practical takeaways, and conversations about the strategies shaping how brands get discovered in an increasingly crowded digital world where everyone wants clicks, algorithms change weekly, and somehow we’re all still pretending we understand LinkedIn. No overcomplicated jargon. No recycled “10 tips” content written by someone who’s never opened Omeda or HubSpot. Just smart conversations about search, content, visibility, and the challenge of staying relevant when attention spans are now roughly the length of a TikTok scroll. And because this isn’t supposed to be one of those “talk at you for 20 minutes and disappear” podcasts, we want to hear from you, too. Got a headline you’d click instantly? A subject line you absolutely hated? A LinkedIn post that somehow stopped your scroll? Send it our way. We’ll probably talk about it in a future episode. Follow along, connect with us, argue with us respectfully in the comments, and help shape where Search and Sustain goes next. Because honestly, marketers are figuring this stuff out in real time together. Here is how you keep the conversation going, and stay connected: * MarketingEDGE Newsletter Subscription [https://www.marketing.endeavoredge.com/subscribe?pk=MEDGE_SnS_EP1article] * Erin Hallstrom's LinkedIn [https://www.linkedin.com/in/erinhallstromerickson/] * Seth Hastings' LinkedIn [https://www.linkedin.com/in/sethhastings] * Answer Seth's question about "How much is your time worth" in the poll below.

The B2B Marketing Reset: AI, Customer Trust and Smarter Prioritization

B2B marketers are being asked to do more, move faster and prove impact, all while AI, buyer expectations and internal bandwidth keep shifting. In this episode of MarketingEDGE, Abby White and Alexis Gajewski discuss the stories marketers couldn’t ignore this month and what they reveal about change fatigue, lean-team survival, customer understanding, AI-era visibility and the growing importance of trust. If your marketing team is buried in dashboards, AI experiments and “urgent” requests, this conversation is about finding the work that actually moves the business forward. Episode Resources From Change Fatigue to Change Readiness: A Human-Centered Playbook for Modern Teams in the Time of AI: https://bit.ly/4eUq110 [https://bit.ly/4eUq110]  How to Stay Afloat When You ARE the Marketing Team: https://bit.ly/4eZZbod [https://bit.ly/4eZZbod]  The Shift From Metrics to Meaning: Why Marketers Are Refocusing on Customers: https://bit.ly/4mejujb [https://bit.ly/4mejujb]  What Digital Summit Chicago Reveals About the State of B2B Marketing in the AI Era: https://bit.ly/4v3ZeF3 [https://bit.ly/4v3ZeF3]  The New Rules of B2B Marketing: Actionable Takeaways From Digital Summit Chicago: https://bit.ly/4eVfL8E [https://bit.ly/4eVfL8E]  Subscribe to the weekly MarketingEDGE newsletter: https://www.marketing.endeavoredge.com/subscribe [https://www.marketing.endeavoredge.com/subscribe]  Follow MarketingEDGE: LinkedIn: https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true [https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true]  Facebook: https://www.facebook.com/profile.php?id=61581703051716 [https://www.facebook.com/profile.php?id=61581703051716]  X: https://x.com/MktgEdgeB2B [https://x.com/MktgEdgeB2B]  Website: www.marketing.endeavoredge.com [http://www.marketing.endeavoredge.com]

Why Your Brand Should Act Like a Family

What do famous families and your product pages have in common? Everything—if you’re thinking about SEO the right way. In this episode, we break down why your product pages shouldn’t compete with each other—and how treating your brand like a connected “family” can dramatically improve search performance. You’ll learn: * What entity SEO is and why it matters * How internal competition hurts rankings * Why topical authority is key to visibility * A simple framework to restructure your site Episode Resources  It’s a Family Affair: Why Your Brand’s Product Pages Need to Get Along https://www.marketing.endeavoredge.com/trends/article/55370295/why-your-brands-product-pages-need-to-get-along?utm_source=MarketingEDGE+NL&utm_medium=email&utm_campaign=CPS260413108&o_eid=1789B5875812D4V&rdx.ident[pull]=omeda|1789B5875812D4V&oly_enc_id=1789B5875812D4V [https://www.marketing.endeavoredge.com/trends/article/55370295/why-your-brands-product-pages-need-to-get-along?utm_source=MarketingEDGE+NL&utm_medium=email&utm_campaign=CPS260413108&o_eid=1789B5875812D4V&rdx.ident%5Bpull%5D=omeda%7C1789B5875812D4V&oly_enc_id=1789B5875812D4V]  Subscribe to the MarketingEdge https://www.marketing.endeavoredge.com/subscribe [https://www.marketing.endeavoredge.com/subscribe] Follow the MarketingEdge LinkedIn: https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true [https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true]  Facebook: https://www.facebook.com/profile.php?id=61581703051716 [https://www.facebook.com/profile.php?id=61581703051716]  X: https://x.com/MktgEdgeB2B [https://x.com/MktgEdgeB2B]  Website: www.marketing.endeavoredge.com [https://www.marketing.endeavoredge.com/]

Why ROI Isn’t the Top Priority Anymore

Marketers have more data than ever—but are they focusing on the right things? In this episode of MarketingEDGE, we explore new research showing a shift away from ROI metrics and toward deeper customer understanding—and why that change could redefine what success looks like in B2B marketing. Episode Resources  The Shift From Metrics to Meaning: Why Marketers Are Refocusing on Customers https://www.marketing.endeavoredge.com/strategy/article/55368748/the-shift-from-metrics-to-meaning-why-marketers-are-refocusing-on-customers?utm_source=MarketingEDGE+NL&utm_medium=email&utm_campaign=CPS260406135&o_eid=&rdx.ident[pull]=omeda|&oly_enc_id= [https://www.marketing.endeavoredge.com/strategy/article/55368748/the-shift-from-metrics-to-meaning-why-marketers-are-refocusing-on-customers?utm_source=MarketingEDGE+NL&utm_medium=email&utm_campaign=CPS260406135&o_eid=&rdx.ident%5Bpull%5D=omeda%7C&oly_enc_id=] Subscribe to the MarketingEdge https://www.marketing.endeavoredge.com/subscribe [https://www.marketing.endeavoredge.com/subscribe] Follow the MarketingEdge LinkedIn: https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true [https://www.linkedin.com/company/marketing-edge-endeavorb2b/?viewAsMember=true]  Facebook: https://www.facebook.com/profile.php?id=61581703051716 [https://www.facebook.com/profile.php?id=61581703051716]  X: https://x.com/MktgEdgeB2B [https://x.com/MktgEdgeB2B]  Website: www.marketing.endeavoredge.com [https://www.marketing.endeavoredge.com/]