10,000 AI Conversations vs. One Human One: Which WIns?
In this episode, I sit down with Matt Wilkinson — life sciences marketer turned AI strategy partner, Visiting Fellow at Cranfield School of Management, and board member at the Association of Key Account Management. Matt brings a sharp lens to the challenges of sales and marketing alignment, the rise of AI in B2B, and what it really takes to create customers in today’s environment.
We cover a wide range of topics, from why account-based approaches are so powerful when done right, to how culture inside organizations shapes buying behavior, to the shifting role of brand and trust in an AI-driven world.
Some key takeaways from our conversation:
Sales + Marketing must share the same North Star. Vanity metrics and siloed KPIs create friction instead of customers.
Account-based strategy works best when sales and marketing co-create it. Alignment starts with shared target accounts, shared narratives, and shared wins.
AI is rewriting the buying journey. Buyers come to conversations armed with custom, AI-generated insights — which means sellers need a point of view, not just information.
Brand still matters. Even in a digital-first, bot-enabled world, strong brands reduce perceived risk and influence decisions.
Know your customer deeply. Visit them, learn their culture, and align your story to their mission — whether that’s patient outcomes, revenue growth, or reducing risk.
Trust and human connection win. Efficiency is not effectiveness; one meaningful, risk-reducing conversation beats 10,000 shallow ones.
Matt’s blend of academic insight, practical experience, and stories (yes, even about coffee makers!) makes this a conversation packed with perspective for anyone navigating modern B2B sales and marketing.
🎧 Give it a listen — and let me know what resonates with you.
#sales #marketing #AI #accountbasedmarketing #thoughtsonselling
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AI Marketing Strategist
Matt helps life sciences companies win the AI marketing game by training algorithms with content and building brand authority that makes customers ask for them by name.
With over 15 years experience bridging scientific research and commercial strategy, Ihe's generated 9x increases in marketing qualified leads, delivered ABM campaigns producing multiple six-figure sales, and pioneered PersonaAI- an AI tool that transforms static buyer personas into synthetic customers.
