Why Community Beats Content in the Age of AI with Jarod Greene

Is community the new driving force behind B2B marketing?
Can AI and human creativity work in harmony?
How can GTM teams adapt when speed, clarity, and trust are core for buyer engagement?

We discuss all of this in this episode of GTM News Desk. Jarod Greene, CMO of Vivun, discusses how the marketing landscape is shifting from volume-driven content to community-driven influence. Jarod explains why building authentic connections matters more than ever and how AI can enhance, not replace, human creativity, and why brands need to prioritize trust and clarity in their messaging.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:15) Setting the stage: AI's influence in B2B marketing

(04:30) Shifting focus from volume to community-driven engagement

(08:04) Speed, clarity, and trust: essentials for buyer engagement

(12:02) Building authenticity in a crowded digital landscape

(16:01) Peloton's community model and its lessons for B2B

(19:07) AI and human creativity: a powerful partnership in breaking through the noise

(22:31) The importance of intentional, community-driven content

(26:01) The rise of people-first media: moving beyond channels

(29:03) Uniting marketing, sales, and content teams

(32:15) The role of vulnerability and leadership in fostering strong teams

(36:04) How B2B marketers can adapt to rapidly changing buyer behaviors

(39:30) The impact of AI in content creation and demand generation

(46:02) The future of marketing & balancing human connection

Connect with Jarod Greene: https://www.linkedin.com/in/jarodgreene/ 

Headlines: https://www.growth-memo.com/p/10-seo-marketing-and-tech-predictions 

This episode is produced in partnership with Share Your Genius

What is GTM News Desk?

No BS news about B2B Go-To-Market. 



This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.

Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.

Mark and Natalie take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.

Produced in partnership with Share Your Genius - we handle full-service media production: managing the process, people, and growth. Find our more at www.shareyourgenius.com