As B2B buyers increasingly research independently and engage less with sales, marketing's ability to influence and execute full customer journeys becomes vital. However, most marketing teams lack the ability to execute marketing programs across multiple stakeholders, touchpoints, and formats – and outsourcing the gap is often too costly.

We had the pleasure of joining the B2B Agenda event on May 6 in Aarhus, where we explored one of the biggest challenges in B2B marketing today: turning strategy into action.

At the event, Nicolaj Christensen, Partner at BirdsAtFive, and Rasmus Vestergaard, Head of Marketing Communications at Hempel, shared their perspectives on how AI can unlock new ways of solving this challenge.

Here are the key takeaways from the talk:

• Strategy only creates value when it leads to action

• The traditional collaboration model between companies and agencies is shifting

• When used right, AI can become your strongest competitive advantage

At the event, Hempel and BirdsAtFive also shared the first peek of their shared AI commitment. An AI solution that will support Hempel in scaling B2B programs to meet the demands of the modern buyers as well as their commercial priorities.

Curious to know more? Reach out to Mads Toft at mt@birdsatfive.dk.