As B2B buying cycles become increasingly complex and AI-driven, how can marketing leaders maintain credibility and stand out in a sea of "AI slop"?

In this episode of Beyond B2B Marketing, host Lee Odden sits down with Kelsey Voss, Principal Analyst at eMarketer, to discuss the evolving landscape of B2B marketing as we make our way through 2026. Kelsey brings a unique 360-degree perspective from her early days in New York theater and B2B publishing to leading marketing for startups and large enterprises. Together, they explore why visibility alone is no longer enough and why the most successful B2B CMOs are prioritizing their focus on data governance, influencer partnerships, and human-centric creativity.

Key Takeaways from this Episode:

The Compressed Window of Influence: Learn how AI tools like ChatGPT are not necessarily accelerating the buying cycle, but are compressing the window brands have to influence a buyer's shortlist.
Beating "AI Fatigue": Discover why buyers aren't rejecting AI itself, but rather "low-value output." [cite_start]Kelsey explains how a distinct point of view and credible authorship are the keys to maintaining trust.
The Maturity of B2B Influence: Influencer marketing has moved from a "nice-to-have" awareness tactic to a core pillar of performance marketing, with 81% of B2B marketers now holding dedicated influencer budgets.
Data Governance as a Deal-Breaker: Data quality is no longer just a back-end reporting issue; in an AI world, bad data leads to "visibly wrong" customer experiences that instantly erode trust.
The Human Checkpoint: Why human judgment, creativity, and "failing with style" remain non-negotiable for brands that want to remain authentic in an automated world.

About Our Guest: Kelsey Voss is a Principal Analyst at eMarketer, where she leads B2B marketing analysis and the "Leading with Confidence" CMO series. With a background spanning senior leadership roles at multiple B2B companies, Kelsey focuses on helping marketers navigate hype to find practical, executable strategies that drive revenue.

Connect with Kelsey Voss: LinkedIn

Connect with TopRank Marketing: Lee Odden on LinkedIn TopRank Marketing

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