What does human-centered marketing look like when AI is reshaping how buyers discover, evaluate and decide? In this episode of Beyond B2B Marketing, host Lee Odden talks with Ashley Faus, Head of Lifecycle Marketing (Portfolio) at Atlassian and author of Human-Centered Marketing: How to Connect with Audiences in the Age of AI.

Ashley shares why traditional funnel thinking falls short in today's B2B environment and how marketers must rethink trust, content intent, and thought leadership. Together, they explore how human behavior-more than automation-should shape your strategy and how brands can authentically influence complex buying journeys.

In this episode, you'll discover:

🔷 Why the traditional marketing funnel no longer mirrors real B2B buyer behavior 🔷 How to build trust at every stage by aligning content with genuine audience intent 🔷 What genuine thought leadership really means-and what it doesn't 🔷 Practical frameworks for elevating internal experts and external validation 🔷How AI amplifies opportunities and risks in human-centric marketing

Whether you're leading content strategy, growth marketing, or customer experience, this episode reorients how influence, credibility, and trust fit into modern B2B demand generation.

Your next steps: ▶️ Subscribe to Beyond B2B Marketing for weekly insights you can put to work ⭐ Leave a review on Apple Podcasts to help other B2B leaders discover this show 🔗 Visit the show notes over at the B2B Marketing Blog to access the full transcript, resource links, and episode timestamps

B2B Trust System: Ashley Faus on Human Centered Thought Leadership