Session Recaps
June 1, 2026How Top CMOs Are Using AI for B2B Marketing Strategy
Brand is back. Not because CMOs decided it mattered more, but because AI changed where buyers start, and for most B2B buyers today, that's no longer your website. A G2 study shared at INBOUND 2025 found that 51% of buyers say they go to an LLM first.
In that context, three CMOs, Suzanne Kounkel of Deloitte, Lena Waters of Notion, and Sydney Sloan of G2, covered what B2B AI marketing strategy actually looks like in practice: the brand questions, the agent questions, and what happens when you start thinking of AI as a collaborator.
The through-line: the CMOs generating real results right now are the ones running many experiments instead of one big bet, building brand presence outside the channels they've historically owned, and using AI to think faster, not just produce faster.
