In this episode of Connecting the dots, Precis' CMO sits down with Alex Venus, Director of Growth Marketing at Personio, to look under the hood of one of Europe’s fastest-growing B2B engines.
While many marketing leaders feel overwhelmed by the pace of AI adoption, Alex argues that the real shift isn't about the tools—it’s about the team. As automation handles more of the execution, the role of the marketer is fundamentally changing from a technical specialist to a strategic conductor.
We dive deep into:
- Why Alex is moving away from hiring technical channel specialists and why \"marketing generalists\" are the key to scaling B2B in the AI era.
-How Personio uses AI agents to allow buyers to research and book meetings on their own terms (even at 10 pm on a Sunday).
- How to lead a high-growth team through the AI wave, balancing the evangelists with the skeptics while maintaining a \"Care to challenge\" culture.
- Why you should \"shut the laptop\" for creative briefs and why LLMs can't help you find a fresh POV in a B2B sea of sameness.
- Why 80% of your focus should be on demand creation and brand narrative, rather than just optimising demand capture.
📩 GET THE BONUS CONTENT
What is the one belief about marketing that Alex has completely reversed in the last decade? We asked him a bonus question about the future of brand building that didn’t make the final edit. Subscribe to the newsletter to read his answer: https://www.precis.com/resources#newsletter
","author_name":"Precis Digital"}