B2B Agility Podcast Summary: Navigating the Effect of AI on Marketing Jobs and the Job Market with Sue Keith
Podcast Information
- Title: B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
- Host: Greg Kihlström, The Agile Brand
- Episode: #52
- Release Date: July 15, 2025
- Guest: Sue Keith, Corporate Vice President at Landrum Talent Solutions
Introduction
In episode #52 of the B2B Agility podcast, host Greg Kihlström engages in a profound discussion with Sue Keith, the Corporate Vice President at Landrum Talent Solutions. The episode delves into the dynamic landscape of B2B marketing, focusing on how Artificial Intelligence (AI) is reshaping marketing jobs and the broader job market. The conversation offers valuable insights for marketing leaders, hiring managers, and job seekers navigating these transformative times.
Guest Background and Role at Landrum Talent Solutions
At [02:14], Sue Keith introduces her professional journey, highlighting her diverse educational background in accounting and French, and her transition from auditing at Deloitte to a reporting role in marketing at a large telecom company, MCI. Over the past twelve years, Sue has been instrumental at Landrum Talent Solutions, a national recruiting firm specializing in HR and marketing positions. She oversees the marketing division, which encompasses four key areas: marketing, communications, product, and creative. This comprehensive oversight allows Landrum Talent Solutions to effectively place full-time, contract, and fractional roles across these domains.
Notable Quote:
"I'm actually on career number three, and I like to say only the first one was intentional." [02:22]
Current State of Hiring for Marketers
Discussing the present hiring climate at [03:22], Sue Keith emphasizes the challenges marketers face amid ongoing political and economic uncertainties. Companies are hesitant to make significant investments, including in hiring, leading to a stagnant job market for marketing professionals. Marketing functions have been particularly affected, with federal agencies and government contractors experiencing preemptive layoffs due to anticipated program cuts.
Moreover, Sue points out a significant trend where employees are less likely to leave their jobs voluntarily, even if dissatisfied. This reluctance exacerbates the difficulty for marketing leaders to fill vacancies, as the usual turnover that facilitates new hiring is minimal.
Notable Quote:
"People simply aren't leaving their jobs. So if you think about how voluntary attrition is usually a normal part of any hiring cycle... people are really spooked right now." [03:22]
Adapting Hiring Strategies Amidst Uncertainty
At [04:40], Greg Kihlström inquires about how marketing leaders are adjusting their hiring strategies in response to these challenges. Sue highlights the prevalent mantra of "doing more with less," where marketing teams are stretched thin due to layoffs and hiring freezes. To cope, marketing executives are increasingly turning to contractors to fill gaps without the need for headcount approval. This approach allows teams to continue their work by utilizing their own budgets, effectively balancing investments between programs and execution support.
Additionally, Sue introduces the concept of "proof of concept," where contractors are brought in to demonstrate the value of specific roles. Successfully showcasing the impact of contractors can eventually justify the need for permanent headcount increases.
Notable Quote:
"Marketing execs are turning to contractors, to help fill the gaps when they can't get headcount approval to hire full time positions." [04:49]
The Impact of AI on Marketing Jobs
A significant portion of the discussion, starting at [06:33], centers on the role of AI in the future of marketing jobs. Sue addresses the prevailing narrative that AI might replace marketing roles entirely. Referencing a survey by the AI Marketing Institute, she notes that over half of the respondents believe AI will eliminate more marketing jobs than create them by 2025.
However, Sue contends that while AI will undoubtedly automate certain tasks, it won't wholly replace the marketing function. Instead, she advocates for leveraging AI to enhance marketing efforts. She urges marketing leaders to shift the narrative from AI as a threat to AI as a tool for efficiency and effectiveness.
Notable Quote:
"Do I believe the entire marketing function will be replaced by robots? No. But I do think it's important for all of us to acknowledge that certain responsibilities will likely be replaced by AI." [07:01]
Strategic Integration of AI
Sue offers strategic recommendations for marketing leaders to integrate AI effectively:
-
Develop an AI Strategy or Roadmap: Outlining clear use cases for AI, such as pipeline acceleration, enhanced customer profiling, hyper-personalization, and streamlined campaign execution.
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Participate in AI Councils: Encouraging marketing leaders to take on leadership roles within cross-functional AI groups to influence and oversee AI strategy implementation across the organization.
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Focus on Strategic Use Cases: Move beyond using AI for content generation to leveraging it for high-impact areas that demonstrate measurable contributions to the business.
Notable Quote:
"Boards, CEOs, CFOs, are all asking their functional leaders... to show how they're incorporating AI in order to run their teams more efficiently and, or more effectively." [07:51]
AI and Entry-Level Marketing Roles
The conversation also touches on the potential displacement of entry-level marketing positions due to AI automation. Sue analyzes the role of a Marketing Coordinator, which involves a variety of discrete tasks that AI could potentially handle. She expresses concern over how new marketers develop strategic skills without hands-on entry-level experience, posing a challenge for sustainable growth within marketing teams.
Notable Quote:
"If your company doesn't have an AI council... start one. So position yourself, the marketing leader... as the leader in your company who's going to help oversee the strategic imperative for the organization." [09:21]
Advice for Job Seekers in a Challenging Market
Transitioning to [15:58], Sue provides actionable advice for job seekers navigating the tough job market exacerbated by AI advancements:
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Network Intensively: Emphasizes that most jobs are secured through networking rather than online applications. Joining professional associations can provide built-in networking opportunities and job leads.
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Volunteer: Engaging in volunteer work not only fills time productively but also expands one's network and can lead to unexpected job opportunities.
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Create Networking Groups: For those uncomfortable with traditional networking, forming groups with fellow job seekers can offer mutual support and collective opportunities.
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Maintain Professionalism on LinkedIn: Advises keeping political opinions off LinkedIn to avoid alienating potential employers and connections.
Notable Quote:
"It's to feel like you've passed some time in the day and importantly you never know who might, who you might meet during those volunteer opportunities who might be connected to someone who could help you." [16:42]
Staying Current Amidst AI and Market Challenges
In the concluding segments, Sue shares her personal strategies for staying relevant in the rapidly evolving marketing landscape influenced by AI. She actively participates in virtual CMO roundtables, continuously educates herself on emerging AI use cases, and advocates for strategic AI implementation within marketing teams. Sue underscores the importance of a collaborative approach, emphasizing that effectively leveraging AI requires collective effort and ongoing education.
Notable Quote:
"AI is creating an existential crisis for marketing. So I am doing everything I can to stay current on AI... it really takes a village when it comes to AI." [18:38]
Conclusion
Episode #52 of the B2B Agility podcast offers a comprehensive exploration of the intersection between AI and marketing roles. Sue Keith provides a balanced perspective, acknowledging the disruptive potential of AI while advocating for its strategic integration to enhance marketing effectiveness. The episode serves as a valuable resource for marketing professionals seeking to navigate the complexities of AI-driven transformations and for job seekers aiming to thrive in an evolving job market.
Key Takeaways:
- AI as an Enhancer, Not a Replacement: While AI will automate certain marketing tasks, it presents opportunities for marketers to leverage technology to drive greater business value.
- Strategic AI Integration: Developing clear AI strategies and participating in cross-functional AI initiatives are crucial for marketing leaders.
- Adaptable Hiring Practices: Utilizing contractors and demonstrating their value can help maintain marketing operations during hiring freezes.
- Proactive Networking for Job Seekers: Building and maintaining a robust professional network is essential for securing job opportunities in a competitive market.
For more insights and episodes, visit www.b2bagility.com.