About this episode

Lisa Cole discusses the impact of AI on B2B marketing and the evolution of marketing roles.

Lisa Cole, Chief Marketing, Product, and AI Officer at 2X and three-time author, joins Bob to explore how AI is fundamentally reshaping the B2B marketing function. Lisa shares how 2X, a global marketing-as-a-service firm with 1,400 marketers worldwide, is navigating the shift toward generalist talent, AI-native roles, and human-centered AI adoption. The conversation covers her framework for "brand gravity," the case for keeping strategic thinking and brand voice uniquely human, and how AI enables the scale needed to be findable and chosen by buyers long before they raise their hand. Lisa also discusses her new book, The Limitless CMO, which offers a practical operating model for scaling marketing impact without skyrocketing costs. Keywords Lisa Cole, 2X, brand gravity, B2B marketing, marketing as a service, AI adoption, generalist marketers, AI-native roles, human centricity, prompt engineering, knowledge layer, synthetic personas, mock focus groups, omnipresence, The Limitless CMO, Brand Gravity, The Revenue RAMP, responsible AI, content at scale, buyer journey Takeaways AI is shifting marketing toward generalists who are adaptable, curious, and comfortable with continuous…

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