How AI is Changing Buyer Trust & Sales Cycles in B2B Marketing | Kelsey Voss, EMARKETER

AI is changing how B2B buyers discover, evaluate, and choose solutions, but it's also creating a new challenge: trust.

In this episode of the Beyond B2B Marketing podcast, host Lee Odden talks with Kelsey Voss, Principal Marketing Analyst at EMARKETER, to break down what's really happening as AI transforms the buyer journey and what B2B marketers need to do to stay relevant.

Drawing on 20+ years of B2B marketing leadership experience and her current research, Kelsey shares how AI is compressing the window brands have to influence decisions, why buyers are becoming more skeptical of AI-generated content, and what separates credible brands from those getting filtered out before they're even considered.

You'll learn:
• Why AI isn't accelerating buying cycles, it's shrinking your opportunity to influence them
• What "AI fatigue" really means (and why low-value content is the real problem)
• How leading B2B marketers are building trust at scale
• The growing role of influencer marketing as a credibility engine
• What it takes to show up in AI-driven search and zero-click environments
• Why data governance is now a front-line marketing and trust issue
• The mindset shift CMOs need to succeed in 2026 and beyond

If you're a B2B marketing leader navigating AI, content saturation, and increasing pressure to prove impact, this conversation offers practical insight grounded in real data and real-world experience.

Episode Chapters:
0:49 – Kelsey’s Marketing Origin Story
02:30 – The Impact of Data Quality in Publishing
07:12 – Applying a Practical Lens to Market Trends
11:33 – How AI Compresses the Buyer’s Influential Window
15:24 – Navigating "AI Slop" and the Fatigue Paradox
18:53 – Architecting Brand Credibility and Consistency
24:44 – The Maturity of B2B Influencer Marketing
30:44 – Balancing AI Efficiency with Human Creativity
34:53 – Strategies for AI Discovery and Search Visibility
41:20 – Why Data Governance is a Deal-Breaker in 2026
46:37 – Recommendations for Modern CMOs
50:37 – Kelsey's Dream Job if Not in Marketing

For more insights from this episode, check out the Beyond B2B Marketing podcast page https://www.toprankmarketing.com/podcast/beyond-b2b-18-kelsey-voss/

Be sure to subscribe for more conversations with top B2B marketing leaders and experts.

#B2BMarketing #AIinMarketing #ContentMarketing #InfluencerMarketing #MarketingStrategy #DemandGen #SEO #GenerativeAI #MarketingLeadership #BeyondB2B

Видео How AI is Changing Buyer Trust & Sales Cycles in B2B Marketing | Kelsey Voss, EMARKETER канала TopRank B2B Marketing TV