About this episode

This episode discusses the shift from a knowledge economy to a judgment economy in B2B marketing, emphasizing the importance of human judgment alongside AI capabilities.

As AI takes over more intelligence tasks in B2B marketing, the real competitive advantage is shifting to something deeply human: judgment. In this week's episode of the B2B Marketing Podcast, Richard O'Connor, CEO of B2B Marketing, is joined by two keynote speakers from our upcoming B2B Ignite conference: Fiona McKenzie, President Europe at Marketbridge, and Nick Mason, CEO of Turtl. Together, they explore the shift from a knowledge economy to a judgment economy, and what it means for B2B marketers. The conversation examines how AI can help teams execute at scale while elevating the importance of human qualities such as instinct, taste, and strategic decision-making across content, buying groups, and complex go-to-market motions. The discussion also tackles the realities of "perfect-fit" marketing, why attribution will never be an exact science (and why that's okay), and how CMOs can build the trust needed to secure investment in brand and thought leadership. If you're looking to take ownership of the growth agenda and thrive in what could be a golden age for B2B marketing, this episode offers a practical roadmap. B2B Ignite takes place on 1 July in London. Listeners to the…

People in this episode

Host: Richard O'Connor

Guests: Fiona McKenzie, Nick Mason

Topics covered

• AI in B2B marketing
• judgment economy
• strategic decision-making
• content marketing
• trust in marketing
• B2B Ignite conference

Keywords

• B2B marketing
• AI
• judgment
• strategic advantage
• content
• CMOs
• trust
• attribution
• growth agenda

Sponsors

B2B Ignite

Mentioned in this episode

Organizations: Marketbridge, Turtl

Places: London

More episodes of B2B Marketing Podcast

• Episode 222: Why Britain is measuring the wrong economy, with B2B Marketing’s James Farmer · July 7, 2026 · 24 min
• Episode 221: High velocity, low spark? Karen Cooper on saving creativity from AI overload · June 26, 2026 · 22 min
• Episode 219: Agentic AI: What to automate, augment and keep human, with Baringa · June 19, 2026 · 39 min

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