ChatB2B

Scott Strong, Director of North America Marketing at AMD, joins Andrew for a practical look at where AI is genuinely useful for regional marketing teams. Scott brings more than twenty years of industry experience and a deliberately human-centered point of view when it comes to AI, one that puts upskilling the team ahead of chasing tools. The two walk through the go-to-market workflow end-to-end, from segmentation and account targeting to designing a connected customer journey and the hard problem of attribution, identifying potential use cases. They also touch on how marketing teams may evolve as agents come into the workforce.   

Timestamps:  

00:00 Scott Strong on AI’s rapid arrival in marketing 
04:24 Make AI learning self-paced, practical, and hands-on 
11:08 Why marketers need real practice, not just training 
14:18 Using AI to make room for strategic thinking 
19:14 Validate AI outputs and stay the thought leader 
22:04 AI-assisted audience research and campaign planning 
30:29 Avoid analysis paralysis when designing customer journeys 
32:11 Keep human connection at the heart of content 
36:32 How AI discovery changes marketing visibility 
38:30 Building AI-powered content journeys for partners 
41:19 Adapt global content to local markets 
44:52 Evolving marketing teams to build new value  

Links to content mentioned: 

• AMD 
• GlobalFoundries 
• Lenovo 
• BMC 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

ABM has promised precision at scale for decades, and AI was supposed to change that. The reality is uneven. Most programs are stalled on ICP modeling and sales-and-marketing alignment, while the harder questions remain unresolved: where AI is useful, whether that's classical or generative, and how to prove attributable revenue. Hans Bunes has spent almost 30 years in technology go-to-market, and for the past six years been consulting independently on ABM projects and sales enablement. He's joining us to walk through the anatomy of an AI-powered ABM program from his vantage point and where AI can have the biggest impact. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

01:12 Hans Bunes' Background and Expertise 

02:10 Fundamentals of Customer Understanding 

03:35 Importance of Data Quality and Foundations 

05:22 Overestimating Customer Profiles 

07:09 ROI and Challenges of AI Investments 

09:50 Using Unstructured Data for Customer Insights 

11:07 AI in Targeting and Segmentation 

14:25 Change Management and AI Adoption 

17:24 AI as a Tool for Personalization and Content Creation 

21:23 Aligning Sales and Marketing with AI 

24:40 Anatomy of a Successful ABM Program 

36:26 Content and Outreach Strategies with AI 

41:24 Measuring Impact and Incrementality 

49:53 Future Trends and Opportunities in AI 

54:02 Optimism and Human-Centric AI in B2B 

Links to content mentioned: 

• Dun & Bradstreet 

• Harvard Business Review - Don't Automate Obliterate 

• Saster - Jason Lemkin on AI  

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

In this episode, Liz Merrilees Emlay, Head of Global Creative Services and Product Marketing at HP, joins Andrew to wrestle with what it takes to be creative in an era when AI is brilliant at producing the average. We get into where AI is delivering real lift in content and creative work, where it isn’t, and what creative leaders are doing to redesign roles, rethink hiring, and prepare their teams for work that hasn’t been defined yet. The arc lands on the decisions creative leaders are making in the next one to two years that will set the trajectory for the next decade. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

00:53 The Role of Content and Creative Services 

04:17 AI's Impact on Content Creation 

11:14 Creativity in the Age of AI 

20:08 Standing Out in a Sea of Content 

25:04 Context vs. Content in Marketing 

27:44 The Promise of AI: Efficiency or Something More? 

28:14 The Role of AI in Business Efficiency 

30:56 Balancing Efficiency and Creativity 

35:54 Redesigning Roles in the AI Era 

39:49 The Future of Creative Work 

49:05 Preparing for Unknown Futures 

Links to content mentioned: 

• HP 

• Seinfeld 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

In this episode, Patrick Vuong, first Director of Product Management at Moderne, takes us inside the backend infrastructure that makes AI agents work reliably. Patrick brings a rare cross-ecosystem seat as a former Microsoft GitHub Copilot leader, now building the agent tooling embedded inside AWS Q, GitHub Copilot, and Broadcom App Advisor. We get into what multi-agent orchestration looks like in production, why backend infrastructure is the layer most marketing teams haven’t built for, and what it means to design for agents alongside humans. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

00:56 The Evolution of Software Development with AI 

03:14 Quality Control in AI-Driven Development 

07:43 Harnessing AI Agents for Consistency 

12:24 Empowering Non-Technical Users with AI 

17:51 Comparing Marketing and Development AI Stacks 

23:16 The Evolution of AI Agents 

25:45 Marketing AI Maturity Curve 

27:43 The Future of Prompting and Agent Autonomy 

29:46 Harnessing Agents for Predictable Outcomes 

33:48 Dual Audience Marketing: Humans and Agents 

38:37 Optimizing Team Structures for AI Integration 

41:49 Empowering Non-Technical Users in AI 

44:46 Future Milestones in AI Development 

Links to content mentioned: 

• Moderne (agent tooling and deterministic code modernization) 

• GitHub Copilot 

• Claude Code 

• Stack Overflow 2025 Developer Survey 

• 2025 DORA Report 

• Model Context Protocol (MCP) 

• Veeam 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

In this episode, Jaynie Miller, Worldwide Product Marketing Lead at HP, shares what it’s been like to step out of management and into the senior individual contributor track at one of the world’s largest technology companies. We explore how AI is reshaping product marketing, sales enablement, and partner enablement day to day, and what marketing teams need to look like as every company resets for the AI era. 

Timestamps: 

00:00 Transitioning from Management to Individual Contributor 

08:06 The Role of AI in Product Marketing 

13:32 AI as a Co-Pilot, Not an Autopilot 

20:14 Driving Internal Alignment with AI 

23:24 Foundations of Product Marketing That Remain Unchanged 

24:23 The Evolving Role of Product Marketing 

28:09 Misconceptions About AI 

32:28 Reallocating Time in Product Marketing 

36:11 Future Marketing Team Structures 

40:20 Opportunities for New Graduates 

44:35 Overcoming Roadblocks in AI Adoption 

48:25 Balancing Work and Personal Time 

Links to content mentioned: 

• HP 

• Microsoft 365 Copilot 

• Copilot Cowork 

• Claude 

• LinkedIn 

• Veeam 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

In this episode, Megan Cabrera, former VP of Marketing Operations at Sophos, opens up about what it took to build an enterprise AI search strategy when the playbook didn’t exist yet. From navigating constant algorithm shifts, to figuring out how brands show up in communities like Reddit, Megan shares the pivots, the failures, and the principles that held. The conversation also goes deeper into the enterprise infrastructure behind the strategy. How to get AI tools approved when procurement can take up to a year, where AI roles should sit in the organization, and what the recent Claude Mythos leak means for the cybersecurity industry. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

01:31 Transitioning from Vendor to Buyer Perspective 

02:56 AI Forward Culture at Sophos 

05:06 The Journey of AI Search Implementation 

09:03 Developing Canonical Prompts for AI Search 

12:51 Upcycling Content for AI Optimization 

17:20 Measuring Impact Amidst Changing AI Models 

20:35 Avoiding Common Pitfalls in AI Strategy 

23:54 Engaging with Communities on Reddit 

27:13 Building a Flexible AI Tool Foundation 

29:02 Integrating AI Tools in Marketing Workflows 

34:05 Training and Democratizing AI Access 

36:56 Build vs. Buy: Navigating AI Solutions 

42:03 Evolving Organizational Structures for AI 

46:10 AI's Impact on Cybersecurity 

48:34 Towards Autonomous Workflows in Enterprises 

53:36 Strategizing AI Implementation in Marketing 

59:25 The Future of Marketing Teams in an AI World 

Links to content mentioned: 

• Sophos 

• Sitecore 

• Clay 

• Qualified 

• G2 

• Gartner Peer Insights 

• Intercept Watchtower (AI-powered research) 

• AirOps 

• Snowflake 

• Outreach 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

This episode, we explore what it means to be an AI-ready marketer. Starting with the macro fears that have marketers anxious right now, and moving into what the best teams are doing about it. Drawing on Tammy’s experience at BMC and her work co-founding the Charlotte Marketing AI Exchange, we dig into how content strategy needs to be rebuilt for a world where AI is the first reader, why most organizations are still at the starting line on GEO, and what it takes to move from AI experimentation to transformation that sticks. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

01:58 The Ghost GDP Phenomenon and Market Implications 

06:02 The Role of Content in AI-Driven Marketing 

11:48 Building Trust Through Content Strategy 

17:46 Navigating AI's Impact on Content Creation 

27:45 The Importance of Critical Thinking in AI 

27:53 Organizational Transformation and AI 

32:05 Upskilling and Reskilling Strategies 

36:16 Creating a Culture of Innovation 

38:53 Human-Centric Transformation 

41:50 Optimism in the Age of AI 

45:48 Preparing the Next Generation for AI 

Links to content mentioned: 

• BMC Software 

• Control-M (workflow orchestration platform) 

• Charlotte Marketing AI Exchange 

• AMA Charlotte 

• The 2028 Global Intelligence Crisis (the Ghost GDP essay) 

• Intercept Watchtower (AI-powered research) 

• Marketing AI Institute 

• SmarterX 

• MAICON (Marketing AI Conference) 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

This episode, we’ll explore how AI is reshaping account-based marketing with Murali Kandasamy, VP of Growth & Strategy at PathFactory. Drawing on original research from Intercept Watchtower, we'll unpack the real blockers holding ABM programs back, where AI chatbots and content intelligence are making a measurable difference, and what happens when the first reader of your content is an AI agent rather than a human. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

02:44 Understanding Path Factory's Role 

05:52 The Evolution of Account-Based Marketing 

08:52 AI's Impact on ABM Strategies 

11:36 Bridging the Gap: Sales and Marketing Alignment 

14:46 The Role of Data in ABM Success 

18:04 The Future of AI in Marketing 

26:28 The Evolution of Chat Agents 

30:18 Empowering the Buying Committee 

34:25 AI's Role in Content Creation 

39:02 Connecting Content Engagement to Revenue 

45:13 The Future of Account-Based Marketing (ABM) 

Links to content mentioned: 

• PathFactory (content intelligence and customer journey platform) 

• ChatFactory (AI buying agent) 

• Intercept Watchtower (AI-powered research) 

• Jira 

• The All-In Podcast 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

This episode explores what AI PCs really change for marketers and why the device should be part of your AI strategy. Jeannette Kennedy from Microsoft breaks down what AI PCs are in plain language and explains how local AI processing and small language models open up new ways of working that you cannot get from cloud tools alone. We talk through real examples, the on-device AI opportunity, and a few simple moves marketing leaders can make now so they are ready as AI PCs become the standard. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

01:54 Understanding Copilot Plus PC and AI Capabilities 

05:51 The Importance of On-Device AI Experience 

09:49 Unlocking AI Workflows with Copilot Cowork 

13:43 Transforming Marketing Tasks with AI 

19:45 Balancing Local and Cloud AI Solutions 

26:45 The Importance of Security in AI Adoption 

30:49 Navigating the AI Landscape: Invest Now or Wait? 

36:17 Building Effective Workflows with AI 

41:59 Preparing for AI-Ready Devices and Infrastructure 

46:39 The Future of AI Models in Marketing 

Links to content mentioned: 

• Microsoft Copilot+ PCs 

• Microsoft 365 Copilot 

• Copilot Cowork 

• Anthropic: Introducing Cowork 

• Windows Hello 

• The JOLT Effect 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech 

In this episode, we’ll explore how AI is moving from a personal productivity tool to an organizational transformation lever inside professional services with Mahadev Sastri, Director of Marketing at CGI. Drawing on original research from Intercept Watchtower, we’ll unpack the gap between where most teams are with AI today and where they need to be, the practical use cases creating real traction, and what happens when the shift from “single-player” to “multiplayer mode” works at scale. 

Timestamps: 

00:00 Introduction to AI in B2B Marketing 

01:15 AI as a Transformation Lever for Marketing 

04:34 AI Modes & Agentic Systems 

09:20 Current AI Use Cases in CGI Marketing 

15:16 Challenges with AI Adoption and Microsoft Copilot 

19:43 Managing AI Agents in Marketing 

25:13 The Divide in AI Adoption 

30:02 The Future of Content Creation and Distribution 

34:01 Outcome-Oriented Marketing Strategies 

Links to content mentioned: 

• CGI 

• Google NotebookLM 

• Microsoft 365 Copilot 

• ChatGPT Enterprise 

• OpenAI GPTs 

• Skillsoft 

• Intercept Watchtower (AI-powered research) 

• Demandbase 

• Claude Code 

• n8n 

• Microsoft Work Trend Index: The Year the Frontier Firm Is Born 

Want to learn more about Intercept? Check out our website: 

Intercept | B2B Marketing Agency for Global Tech