The harder question is where to focus first: how to tell what’s working, so your team can learn fast, avoid wasting time on the wrong experiments, and get the biggest return for the effort.

Matt Heinz (President, Heinz Marketing) and Jenn Steele (Founder and CEO, SoundGTM) have both spent the last few years close to how B2B teams are really using AI: what they’re building, what they’re buying, where it’s paying off, and where it’s creating more work than it saves. In this conversation, they compare notes on the state of AI in marketing, an honest audit of the landscape reviewing what’s working, where teams are reaping the biggest/best impact rather than a highlight reel of AI hype.

Matt and Jenn get past the demos and into the real work: how teams are structuring and adopting these initiatives, which use cases are delivering, and what it’s doing to roles, team structure, and how marketers feel about their jobs.

They'll compare notes on:

• Why the “martech stack” is giving way to more flexible, composable systems
• Where AI is genuinely delivering in B2B marketing today, and where it’s falling flat
• How teams are structuring and adopting AI initiatives across the org
• The data, context, and orchestration it takes to deliver
• The impact on the people: morale, employee satisfaction, and what marketers want their jobs to be

If you want a clear-eyed read on what AI is really doing for B2B marketing, beyond the hype, this conversation will help you see where the market is and where to place your own bets.