As B2B buying becomes more fragmented, networked, and influenced by AI, how can marketing leaders build trust, align buying groups, and drive decisions with confidence?

In this episode of Beyond B2B Marketing, host Lee Odden sits down with Debbie Kestin Schildkraut, VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. With a career spanning global leadership roles at IBM and industry-wide initiatives at ANA, Debbie brings a unique perspective on how B2B marketing is evolving at the intersection of AI, community, and influence.

Together, they explore why today's buyer journey is no longer linear, how AI is reshaping both discovery and decision-making, and why the most effective marketing strategies are built around trust, validation, and shared experiences-not just reach and visibility.

Key Takeaways from this Episode:

The Fragmented Discovery Challenge: B2B buyers are navigating a non-linear, networked journey across AI platforms, communities, and peer recommendations-making traditional funnel-based strategies less effective.

The Rise of Buyer Consensus: With buying groups expanding to 15-20+ stakeholders, marketers must shift from targeting individuals to enabling group confidence, validation, and decision defense.

AI's Real Impact on Marketing: AI is transforming content lifecycle management and insight generation, but success depends on governance, human oversight, and reinvestment in creative and analytical capabilities.

Community as a Growth Engine: Communities and peer networks are becoming critical drivers of influence, providing real-time validation that often outweighs brand messaging.

Experiential Marketing as Differentiation: Memorable, interactive experiences-both physical and digital-are increasingly essential for engaging buyers and standing out in crowded markets.

Influence as a Credibility System: From customer advocacy to employee creators and partner ecosystems, trusted voices are becoming central to how B2B brands build relevance and trust.

About Our Guest:

Debbie Kestin Schildkraut is VP, Global B2B Program Lead and CMO Global Growth Council at the Association of National Advertisers. A recognized change agent, she has spent more than two decades leading global B2B marketing initiatives at IBM and building industry-wide programs at ANA. Her expertise spans ecosystem marketing, community building, and emerging technologies, with a focus on helping CMOs drive growth through collaboration, innovation, and strategic alignment.

Connect with Debbie Kestin Schildkraut: LinkedIn Connect with TopRank Marketing: Lee Odden on LinkedIn TopRank Marketing Start your journey to becoming a Best Answer Brand: Beyond B2B Marketing Podcast TopRank B2B Marketing Blog