5 Ways B2B Marketers Can Win in an AI-Accelerated, Authenticity-Driven Era

What You’ll Learn 

• How to harness the rise of creators and independent journalists to amplify your brand’s credibility.
• Why human oversight remains essential in an AI-driven world, and how to balance speed with trust.
• What emerging community platforms like Reddit and Substack can teach you about audience sentiment. 

Authenticity, agility, and AI took center stage at the 2025 Mid-Atlantic MarCom Summit (MAMS), where marketers and communicators gathered for a day of strategy, networking and inspiration in Arlington, VA. With keynote speakers like American journalist Chuck Todd and brand leaders across creative, communications, and growth marketing, the event underscored three dominant themes: AI-accelerated execution, credibility at the core, and community-driven influence. 

This blog highlights five key takeaways from MAMS 2025, revealing how authenticity, technology, and strategy are converging to redefine the future of marketing and communications.

1. The Modern CMO Mindset: Curiosity and Clarity on the Stack 

The day started with a CMO panel featuring KnowBe4’s Cindy Zhou, Jesse Comart from GoodLeap, IntraFi’s Stephanie Glashow, and Sean Carton of Applied Understanding. The group explored why today’s marketing leaders must ask the hard questions: Do we truly understand how our tools work? Where are the seams between creative, data, and ops? 

The lines between tech and marketing are blurring. Technology is making creativity more inventive, and creativity is making technology more effective. AI can shorten delivery timelines for marketers, but as panelist Cindy Zhou emphasized, a human must be in the loop at every stage to protect authenticity and credibility. 

Try this: Run quarterly “tool truth” reviews. Document what each platform in your martech stack does, the data it touches, and the human checks required before deployment. 

2. Authenticity is the New Distribution 

Independent journalists and creator-led platforms continue to grow because audiences view them as more authentic and trustworthy than traditional channels. In response, legacy media outlets are putting reporters and hosts front and center, adopting an influencer-style model to community building. 

Keynote speaker Chuck Todd, Host of Sunday Night with Chuck Todd on Noosphere, joined Axios’ Sara Fischer for a fireside chat about why marketers should expand earned media strategies to include credible independent journalists while empowering internal experts as faces of their brands. 

Try this: Build a “relationships map” that pairs beat-relevant independent journalists with your SME bench. Offer useful, non-promotional interviews to build mutually beneficial partnerships. 

3. Your Brand is a Promise and a Talent Magnet

“A brand is a promise that when kept, creates preference.” That promise builds customer loyalty and also attracts candidates. 

Tiffany Pederson, Head of Global Employer Brand Marketing, Alexa Devices & Services at Amazon, shared how the company’s employee advocacy programs turn internal voices into powerful recruiting engines. In her discussion with David Baum, EVP and Head of Corporate Affairs East at Zeno, she emphasized that thought leadership grounded in conviction and honest POVs strengthens reputation and prepares organizations for crises. Storytelling, they agreed, is a differentiator that creates lasting brand loyalty. 

Try this: Launch an employee advocacy program with ready-to-share content, prompts tied to your narrative pillars, and recognition for top contributors. 

4. The Next Frontier of Social is Community-Native 

REQ’s Associate Director of Social Media, Katie Brevoort, joined Charmion N. Kinder, Chief of Impact and Social Responsibility at CNKinder, Inc., Stacey Miller, VP, Communications, Auto Care Association, Francis Lyons, CEO at ooPoll, and Josh Greene, CEO at The Mather Group for a discussion on community-driven social media. 

The speakers agreed that Reddit and Substack should be seen as listening tools. Treat them like always-on, opt-in focus groups that reveal authentic audience sentiment. Some organizations are even curating user-generated content to inform campaigns and creative direction, such as adjusting imagery or language based on community feedback. Listening should always precede posting, and insight should precede output. 

Try this: Establish a “community insights” routine. Each week, review high-signal threads or newsletters, a lightweight sentiment summary, and one tangible messaging or creative adjustment per month. 

5. B2B Outlook: Precision, Proof and Presence Before the Funnel 

AI has revolutionized delivery timelines, but budgets remain steady, increasing the need for precision and proof while increasing output. 

REQ Senior Account Director Casey Dell’Isola joined Chuck Gahun of Forrester, Lynne Kingsley of Ironmark, and Sean O’Leary of SDI for the B2B Marketing Outlook panel. The group agreed that PR “exists before the funnel.” Authoritative coverage and visible expertise help brands earn a place on shortlists before the procurement process even begins. 

Many buyers enter the process already favoring one vendor, making early visibility crucial. Audiences – both human and algorithmic – look for authority in earned media, expert content, and consistently updated on-site resources. On the social front, LinkedIn’s evolving, reasoning-driven feed reinforces that every detail, from headlines to engagement patterns, affects how and when audiences see your content. 

Try this: Own your expertise. Keep webpages current with citations, points of view, customer testimonials and proof points that enable you to sell – even in rooms you aren’t in.

Ready to Elevate Your PR and Marketing Strategy?

At REQ, we specialize in public relations and marketing strategies crafted for complex markets. Our team understands how to help brands earn trust, build loyalty, and show up where it matters most.

Or, contact us today to learn how we can help your organization strengthen relationships, drive visibility, and win in the competitive media landscape.