In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic.
Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.
Highlights:
02:05 – Why marketers are misusing generative AI
04:19 – Where the real value lies: analytics, not just content
07:03 – Defining the destination before picking the tool
11:18 – Bringing marketing, tech and finance together
17:32 – Why storytelling is still in short supply
21:32 – What agentic AI means for personalisation in B2B
26:15 – The human handover: why trust still matters
🎙️ Tune in to hear why AI isn’t replacing marketers, it’s forcing them to get clearer on where they add value.
Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast
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