Demand Geniuses: Revenue-Driven B2B Marketing

How do you stay relevant when AI is rewriting the rules of marketing? Lisa Vecchio, a globally experienced B2B marketer with a career spanning edtech, travel, startups and now AI video at VEED, shares what it really takes to future-proof your role.

She explains how working across international markets sharpens strategic instinct and how stepping beyond your comfort zone keeps you commercially sharp. From moving continents to shifting VEED’s focus from lead gen to brand, Lisa reveals how giving teams space to play with new tech is the new competitive edge.

Tune in to this episode as we explore:
(02:17) Navigating global markets: US, Australia, UK
(05:37) Adapting to change and carving out opportunity
(06:14) AI fears and future-proofing marketing careers
(10:07) Building a brand at VEED and moving beyond SEO
(12:26) Getting executive buy-in for brand investment
(15:03) Adapting marketing teams for speed and social-first
(20:15) Key KPIs for measuring brand impact
(22:35) Leveraging influencers and social channels
(24:14) Practical ways to use AI video in B2B marketing
(30:41) Creativity, risk-taking, and collaboration challenges
(39:38) Enabling teams to use AI video tools
(44:09) Quick-fire insights from Lisa’s career

Links mentioned in this episode:
Lisa Vecchio on LinkedIn
VEED

What is Demand Geniuses: Revenue-Driven B2B Marketing?

Demand-Geniuses is the podcast for revenue-focused B2B Marketers. We bring you the latest insights and expert tips, interviewing geniuses of the B2B Marketing world to bring you actionable advice that you can implement to accelerate growth and progress you career. The role of Marketing in B2B go-to-market strategy has changed drastically. It's more important to revenue generation than ever as buyer engagement becomes more digital. We equip you with the information you need to thrive in this new, revenue-critical role.