How B2B Leaders Are Using AI, Data, and Authenticity to Stay Ahead

Every year, the Experience Inbound conference gives us a pulse check on the state of B2B sales and marketing. This year, the message was loud and clear: change isn’t coming — it’s here, and it’s moving fast.

From the sessions at Lambeau Field to conversations at the Harley-Davidson Museum, I saw not just industry professionals, but leaders, learners, and builders working to make sense of a profession that's evolving faster than ever. AI is accelerating that change, but so are new expectations around data, personalization, and authenticity.

For this episode of The ChangeOver Podcast, I sat down with three sharp minds from the Weidert Group team — Frank Isca, Amanda Retzki, and Reid Trier — to unpack the ideas and moments that stuck with us, the insights that challenged us, and the opportunities that excited us.

If you're leading B2B marketing or sales efforts today, this recap will feel both familiar and fresh, because we’re all grappling with the same questions: How do we adapt? What do we hold onto? And what do we leave behind?

Let’s dig into some of the team’s top takeaways from Experience Inbound 2025 — be sure to take in the entire episode for this energizing conversation. It’s a can’t-miss.

Check out episode 23 of The ChangeOver now, then subscribe on Apple, YouTube, Spotify, Weidert.com, or your favorite podcast app.

Frameworks, Not Playbooks

Gone are the days where ranking for keywords guarantees results. Now, marketers must evaluate audiences and business needs dynamically. Growth today depends on adaptability — and AI’s influence only accelerates this need.

Reid noted that the old approach to playbooks and SEO strategies just doesn’t work the way it once did. What we need now is flexibility — frameworks that allow us to apply critical thinking instead of rigid formulas.

“It’s not about chasing traffic anymore. It’s about knowing your audience.” — Reid Trier, Strategist, Weidert Group

This shift requires marketers to do more than stay informed. It’s just as crucial to stay agile — continuously experimenting, evaluating, and refining strategies based on real user behavior and business priorities. In other words, adaptability is as important as expertise.

Everyone Has AI. What Sets You Apart?

One theme echoed across nearly every session: AI isn’t optional anymore. If you’re not using it, you’ll fall behind. That has many marketing and sales professionals feeling overwhelmed,  behind the curve,  and, admittedly, a little scared.

But as keynote speaker Sam Mallikarjunan reminded attendees:

“Everyone has access to the same AI tools. The difference is in how you use them.” — Sam Mallikarjunan, Agent.ai

Amanda emphasized how this leveled playing field places even more weight on human intelligence, internal data, and smart execution. Whether reviewing content, prepping client decks, or refining messaging, Amanda noted that “AI enhances the thoughtful work you’re already doing. It shouldn’t replace it.”

Unstructured Data = Untapped Opportunity

Some of the highest-impact insights emphasized the importance of unstructured customer data like call transcripts, service visit notes, and open-form feedback.

“We’re sitting on a goldmine of data we’re not using, and AI can help us mine it.” — Amanda Retzki, Client Success Manager, Weidert Group

Frank, Reid, and Amanda all echoed this point: the ability to personalize communications, spot patterns, and optimize customer experiences is hidden in the data companies already own. They just need the right tools and the know-how to unlock the insights.

This kind of data, while messy and often overlooked, holds context and nuance that structured data fields can’t capture. With AI’s ability to process and synthesize unstructured inputs at scale, teams can finally turn everyday customer interactions into a competitive edge.

Authenticity Over Automation

As automation ramps up, authenticity is becoming a major differentiator. From keynote speaker Melanie Deziel to tech-focused sessions on AI agents, a shared message was clear:

“People want to be marketed to by people, not machines.” — Frank Isca, Director of Business Development, Weidert Group

The strongest voices will rise, especially as AI-generated content floods the digital space. That’s why frameworks rooted in creativity, empathy, and authenticity resonated so deeply with attendees.

Audiences can spot generic, formulaic content a mile away,  and they’re tuning it out. Real connection comes from brands that lead with human insight and original thought. In a world increasingly shaped by algorithms, being unmistakably human isn’t just a strength; it’s a strategy.

Embrace the Community. Share What You Learn.

Learning from your community only happens when people are willing to say, ‘Here’s what we tried. Here’s what worked.’

From partner agencies to solo marketers, attendees were encouraged to lean on each other to navigate uncertainty, learn fast, and innovate with purpose. And that spirit of openness carried back to this episode of The ChangeOver Podcast.

Ready to Rethink How You Work?

Whether you're reworking your go-to-market strategy, exploring new automation tools, or just looking to connect with others navigating similar change, this episode is full of practical, perspective-shifting insights.

🎧 Listen to (or watch) the full episode now and get inspired to do things differently.