This article was based on the interview with Victoria Blackwell, Senior Program Manager of Research Insights at G2 by Greg Kihlström, AI and B2B Marketing keynote speaker for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
AI in marketing isn’t new—but the pace, expectations, and competitive pressure around it have dramatically accelerated. In the B2B world, where purchase decisions are long and complex and personalization is notoriously hard to scale, the opportunities—and risks—of AI adoption are multiplying fast.
Victoria Blackwell, a Senior Program Manager at G2 and former brand-side marketer, brings a rare combination of B2C storytelling instincts and B2B analytical rigor to the table. In a recent interview, she broke down how marketing leaders should approach generative AI, personalization, analytics, automation, and even the reshaping of SEO for AI-first buyer journeys.
It’s a roadmap not just for playing catch-up—but for building the kind of modern marketing engine that can survive and thrive in an AI-powered landscape.
Use AI to Amplify, Not Replace, Human Creativity
One of the most immediate uses of generative AI in B2B is content creation. And while Blackwell cites data that shows 57% of marketers are already using AI for this purpose, she suspects the real number is higher—only some are willing to admit it publicly.
But there’s a catch: too much automation can strip away what makes content engaging and authentic in the first place. “You’ve got to use AI to amplify human creativity, not replace it,” she explained. Let the machines generate rough drafts and handle repetition—but keep the emotional nuance, brand tone, and storytelling in human hands.
Authenticity is increasingly visible, even in short-form content like Reels and TikToks. “People can tell. Your customers can tell. When something doesn’t feel authentic, it shows,” she said. That instinct translates directly into B2B interactions, where high-value buyers are making quick judgments about credibility and fit.
Move Beyond “Hi, First Name” Personalization
Marketers have been personalizing emails with first names for decades. It’s time to go further—and deeper. According to Blackwell’s report, companies adopting AI-driven personalization can expect up to a 50% lift in buyer engagementfor-social-media-conten…. But only if they move past superficial tactics.
That starts with using intent data and behavioral signals to craft contextually relevant experiences. “Use behavioral and intent data to tailor messaging based on what buyers are actually interested in,” she urged.
The second level is personalizing the journey—not just the message. This means dynamic content, adjusted channel mixes, customized offers, and trigger-based outreach tuned to a buyer’s role, stage in the journey, and specific pain points.
The shift isn’t only technical—it’s cultural. B2B teams need to align around personalization not as a marketing tactic but as a cross-functional growth strategy. “Generic content has no value,” Blackwell said bluntly. “Tailored experiences create real, genuine interaction.”
Use Analytics to Prevent Churn, Not Just Diagnose It
Retention is one of the most overlooked levers in B2B growth, and analytics is the key to protecting it. Blackwell referenced data showing that SaaS firms with 100% net retention grow more than 3x faster than those with below 60% retention.
So what should marketers be tracking to detect early signs of churn?
“Plain and simple: engagement,” she said. Declines in site visits, email opens, and product usage patterns are red flags. But the most telling signal may be sentiment. “We see it at G2 all the time—review sentiment changes are often the first indicator of an issue,” she added.
This is also where AI can help humans make sense of massive and complex datasets. With pattern recognition and natural language processing, AI can flag emerging problems that would otherwise go unnoticed until it’s too late. “Ask AI: what patterns do you see? That’s AI for pain-point prevention in action,” she explained.
Don’t Wait for the Perfect Data Environment
Data silos remain a universal frustration. And while everyone dreams of a seamless, integrated martech stack and single source of truth, Blackwell warns against waiting for that day to arrive.
“There is no perfect data area unless it’s been there since day one,” she said. Instead, start with the data you trust. Apply simple predictive models to identify likely buyers or at-risk customers using just a few engagement metrics. It’s about progress, not perfection.
“You can run a solid predictive analytics pilot using data you already have—so long as it’s trustworthy, relevant, and actionable,” she emphasized.
This “start small” advice is especially important for teams in organizations where digital maturity is uneven across departments. Predictive doesn’t need to wait for kumbaya-level alignment.
Automate Where It Hurts Most
With shrinking headcount and growing KPIs, B2B marketing teams are under pressure to do more with less. Automation, particularly AI-powered, is one of the few scalable solutions.
Blackwell recommends starting with lead nurture and follow-up workflows. “Automating responses to key triggers like demo requests or content downloads saves time and keeps leads warm,” she saidfor-social-media-conten…. It also reduces the risk of missed opportunities and helps teams understand what’s resonating in real time.
Setting up the workflows takes effort, and there’s an initial learning curve. But the payback is fast—and often significant. Blackwell cited a 30% operating cost reduction among aggressive adopters.
“You have to treat AI like a helpful assistant, not a threat,” she noted. “It creates the opportunity to do more with less.”
Build Confidence with Clear Guardrails
Despite its potential, many marketers still hesitate to adopt generative AI fully. Salesforce found that 39% don’t know how to use it safely, and 43% don’t know how to extract value from it.
Blackwell offers a simple framework for boosting confidence while minimizing risk:
- Usage policies – Define where and how AI can be applied.
- Human-in-the-loop reviews – Especially for customer-facing content.
- Ongoing training – Focused on prompt writing, brand voice, and ethical data usagefor-social-media-conten….
She adds a bit of parenting humor to illustrate the need for oversight: “Think of AI like a toddler at the beach—you can’t just let them wander into the ocean.”
SEO Isn’t Dead—But It’s Different
In an LLM-powered world, traditional SEO rules don’t map 1:1. More and more, buyers are bypassing search engines entirely and turning to AI assistants to get answers faster.
“I don’t go to Google anymore. I go to chat,” Blackwell admitted. And she’s not alone. Buyers now compare tools using G2 and LLMs in tandem, seeking fast, confident recommendations.
The implication for brands is stark: if your content isn’t structured, trustworthy, and easily ingestible by LLMs, you’re invisible. “You need clear, authoritative, semantically relevant content across every corner of the internet,” she advised.
And this isn’t just about search rankings—it’s about credibility. Brands with consistent messaging, clear articulation of value, and a visible digital footprint will win. Those hiding behind slick websites with no real information will fall behind.
What This Means for Marketing Leaders
There’s no waiting this out. The AI shift is here—and your competitors are already adapting.
Marketing leaders must:
- Champion AI as a creativity enhancer rather than a replacement.
- Invest in real personalization that goes beyond tokens and templates.
- Shift from diagnosis to prediction in analytics.
- Automate the manual but keep oversight human.
- Adapt content strategies for LLM discoverability, not just traditional SEO.
And perhaps most importantly, cultivate a team mindset that values experimentation, fast learning, and cross-functional collaboration. As Blackwell put it, “Being a constant student—that’s what keeps people agile.”
Final Thoughts
The next 12 months will separate the AI dabblers from the strategic adopters. If you’re still waiting for a perfect data lake or debating whether personalization is worth the effort, you’re probably falling behind.
Victoria Blackwell reminds us that agility isn’t just a buzzword—it’s a way of operating. A way of testing ideas before they’re perfect. A way of making bold predictions—and backing them with action. And a way of staying relevant in a market that no longer plays by yesterday’s rules.I put the phone away, I read on paper. It gets me back into my brain working.” Which is a good reminder: even in the age of AI, sometimes staying sharp means unplugging. Just for a little while.
