Scaling B2B Marketing With AI, Strategy, and Storytelling With Mariah Kamei

About the Episode

AI is reshaping B2B marketing, but scaling campaigns without losing authenticity remains the biggest challenge. Tyler Lane hosts Mariah Kamei, Vice President of Growth at IMM, as they explore how to balance campaign velocity with empathy, empower creatives with strategic constraints, and integrate AI as an enabler rather than a replacement. Mariah also shares how authenticity, storytelling, and clear leadership keep teams and brands grounded in a fast-moving digital landscape.

Key Moments

Career Lessons From Both Sides

• Switching between agency and client roles sharpened Mariah’s strategic perspective [1:42].
• Why IMM’s experience “sitting in the client’s seat” gives them an edge [4:27].

Today’s B2B Marketing Challenges

• The biggest issue B2B clients face in scaling content and strategy [7:51].
• Balancing content velocity with iterative quality [9:51].

Empowering Creative Teams

• How strategic constraints rooted in psychology help creatives thrive [11:55].
• Leadership mindsets that keep teams motivated under pressure [15:37].

AI as a Catalyst for Change

• How IMM uses AI internally to accelerate workflows [25:52].
• Overcoming resistance and fostering a “permission granted” culture of experimentation [30:14].

Authenticity and Empathy at Scale

• Why empathy and authentic storytelling outperform AI-generated content in building brand trust [39:10].

Top Insights

1. Design content systems that support both velocity and empathy – Balancing scale with personalization ensures B2B buyers receive relevant, high-quality experiences throughout their journey.
2. Empower creatives with strategic constraints – Providing psychological and funnel-based frameworks helps creative teams produce effective, targeted, and performance-driven work.
3. Integrate AI for iterative content development – Leveraging AI tools accelerates production while enabling experimentation and refinement based on real-time feedback.
4. Lead with trust and clarity in high-pressure environments – Setting expectations and celebrating ownership keep teams motivated and aligned during fast-paced client work.
5. Use AI as an enabler, not a replacement – Combining human creativity with machine efficiency safeguards authenticity and elevates marketing impact.

Notable Quotes

• “Creative actually really thrives with constraints, believe it or not. Right. Like it’s what doesn’t work.”
• “You can choose to ignore it or not. So yes, like for instance, we use CapCut.”
• “Let’s be really freaking good at controlling that one bit and let’s have some fun with it.”
• “What AI is not so great at is serendipity — nuance — just like what the future holds.”
• “I don’t care. What I care about is that you did your best job and tried your hardest.”

Resources

Industry Experts

• Tyler Lane on LinkedIn
• Mariah Kamei on LinkedIn
• Adam Edelman on LinkedIn
• Corien De Jong on LinkedIn
• Liza Adams on LinkedIn
• Gem Swartz on LinkedIn
• Robin Emiliani on LinkedIn

Companies and Organizations

• Session Interactive
• IMM

Related Podcast Episodes

• “Scaling SEO and Content Without Sacrificing Quality With Brad Smith” on Built to Convert
• “Cracking the AI Code: Insider Secrets With Paul Lewis” on Built to Convert

Creative and AI Tools

• CapCut
• Figma

Building Smarter B2B Marketing That Converts

Scaling B2B marketing takes more than AI automation or creative flair — it requires a system that blends empathy, data, and storytelling. At Session Interactive, we help businesses design strategies that move fast without losing authenticity, empowering teams to deliver campaigns that connect and convert.

For more insights on agile design, digital growth, and creative strategy, subscribe to the Built to Convert podcast. Ready to accelerate your B2B marketing? Contact Session Interactive to see how we can help you scale with strategy and impact.