The traditional B2B funnel isn’t just dying, it’s being rewritten by LLMs as a B2B marketing AI strategy that prioritizes brand equity and discoverability. Lisa Vecchio, Senior Director of Marketing at Veed, joins the Radically Transparent podcast to discuss why the C-suite is spiraling into ‘AI anxiety’ and why your SEO strategy might be obsolete by next quarter.
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Episode summary
The top of the funnel is drying up. As B2B buyers shift away from traditional search to LLM discovery, marketing leaders face a dual crisis: innovate at the breakneck speed of AI or risk losing brand equity to an algorithm.
In this episode of Radically Transparent, Lisa Vecchio, Senior Director of Marketing at Veed, pulls back the curtain on the “AI anxiety” sweeping the C-suite. She joins host Jennifer Gutman to pull back the curtain on why brand is no longer just the “top” of your funnel, but rather the engine fueling the whole thing.
Together, they tear down the old architecture of discoverability, exposing a harsh, but honest reality:
A lot of people are still sleeping on the architecture behind their content strategy when it comes to organic social.
Lisa reveals how her team is pivoting their B2B marketing AI strategy from capturing existing demand to creating it through her Trifecta Framework:
- Influencer programs
- Organic social
- Digital PR
And as Lisa reveals, navigating this shift isn’t just a boardroom discussion; it’s a fundamental redesign of brand equity and future positioning. Whether you’re a generalist “stretching up” or a leader managing a “blended team” of humans and AI, Lisa’s advice is clear:
Lead from the front and remain curious.
But there’s a catch. Lisa pairs this drive for innovation with a necessary warning for modern marketers that when it comes to AI, just because you can, doesn’t mean you should. Don’t disrupt systems built on deep insight just for the sake of automation.
Hot topics:
- The SEO survival guide: Why traditional search is failing and how to build “Review Equity” on platforms like G2, so AI models actually recommend your brand.
- Avoiding the “Cringe Factor”: When to use AI for creative risk and when to keep it strictly human.
- The “Voluntold” hackathon: How Lisa uses internal hackathons focused on AI to bridge the gap between Engineering and Demand Gen
- The Trifecta framework: A breakdown of how Lisa is pivoting from capturing demand to creating it via B2B influencers, organic social, and digital PR.
- Hiring for the AI era: Why ‘T-shaped’ generalists are winning.
Meet Lisa
Lisa Vecchio is the B2B Senior Marketing Director at VEED, the AI-powered video creation platform empowering marketing teams to create high-quality content effortlessly. A CIM Chartered Marketer with over 20 years of global marketing experience, Lisa has led marketing for SaaS and high-growth companies like Aircall, Hootsuite, and Expedia Group. Recognized as a 2022 Marketing Academy UK scholar, she specializes in integrated marketing, aligning brand, demand, and sales partnerships to drive measurable business impact. Having lived in New York, Melbourne, and London, Lisa brings a global perspective to marketing leadership.
