B2B Marketers Are Under Pressure and the C-Suite Needs to Pay Attention

B2B Marketers Are Under Pressure and the C-Suite Needs to Pay Attention

From Talk Commerce by Brent W. Peterson

June 9, 2026 · 22 min · Episode 430

About this episode

Kathy Floam-Greenspan discusses B2B marketing challenges and the role of AI in a rapidly changing environment.

Kathy Floam-Greenspan, founder of Palm Marketing, shares insights from her recent survey on B2B marketing challenges, the impact of AI, and strategies for maintaining focus in a rapidly changing environment. Takeaways Expectations are outpacing staffing and budgets in B2B marketing. Only 29% of marketers are confident in proving ROI with current tools. AI impacts strategy but is not a magic solution; human touch remains essential. Maintaining focus and a quarterly plan is key to marketing success. The full "Marketing Under Pressure" report is available for download at https://pomagency.com/marketing-under-pressure-b2b-leaders/ Learn more at https://pomagency.com Chapters 00:00 Introduction to Cathy Floan-Greenspan and Palm Marketing 02:45 The Evolution of B2B Marketing and Survey Insights 05:30 Challenges in B2B Marketing: Resource Gaps and ROI 08:03 The Role of AI in Marketing Strategies 10:57 The Importance of Focus in Marketing 13:45 Navigating Change in B2B Leadership 16:29 The Wake-Up Call for C-Suite Executives 19:06 Final Thoughts and Resources for Marketers

People in this episode

Host: Brent W. Peterson

Guest: Kathy Floam-Greenspan

Topics covered

  • B2B marketing
  • AI in marketing
  • C-Suite awareness
  • marketing challenges
  • ROI in marketing

Keywords

  • B2B marketing
  • AI
  • C-Suite
  • marketing challenges
  • ROI
  • focus
  • quarterly plan

Mentioned in this episode

Organizations: Palm Marketing, C-Suite, Marketing Under Pressure, pomagency.com

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