Building Collaborative Pathways to AI-Driven Marketing
- Haley Doel
- Oct 31
- 2 min read
In the latest episode of the B2Bold podcast, we had the pleasure of speaking with Lexie Walker, Global Marketing Leader at Thomson Reuters. With over two decades of experience, and published author of “AI Marketing Strategy: What Works, What Doesn’t, and What’s Next”, Lexie shares her insights on the transformative power of AI-driven marketing, focusing on the critical topics of mindset and building collaborative pathways.
Read on for the highlights, and watch the full podcast episode on YouTube, Spotify, or popular podcast channels.
The AI Mindset: A Cultural and Creative Shift
Lexie emphasised that adopting an AI mindset is not just a technological shift but a cultural and creative one. It's about fostering curiosity, adaptability, and a willingness to rethink traditional approaches. "AI is forcing us to be more fluid," Lexie noted, highlighting the importance of evolving our thinking and embracing ambiguity. This mindset shift is crucial for marketers to remain agile and responsive in a rapidly changing landscape.
Revolutionising the Buyer Journey
AI is not just another channel; it's a function that is becoming deeply embedded in the buyer journey. Lexie explained how AI influences content, recommends actions, and even aids decision-making for buyers. "AI is becoming embedded in the buyer journey," she said, underscoring the need for marketers to design responsive ecosystems rather than linear journeys. This approach ensures that marketing strategies are predictive, adaptive, and aligned with the dynamic needs of consumers.
Cross-Functional Collaboration and Strategic Partnerships
A key takeaway from Lexie's discussion was the importance of cross-functional collaboration and strategic partnerships in AI adoption. At Thomson Reuters, the integration of AI has been supported by strong leadership and a collaborative approach involving marketing, IT, and vendor partners. Lexie highlighted the role of strategic partnerships in accelerating AI adoption, stating, "Our vendor partners have become collaborators, helping us map capabilities and offering pilot programs to test AI features in controlled environments."
Data-Driven Decisions with a Human Touch
While AI offers enormous data potential, Lexie stressed the importance of aligning data-driven decisions with brand strategy and human judgment. "AI can serve us insights, but it's our job to interpret them through the lens of our brand values," she explained. This balance ensures that marketing remains authentic and relevant, with AI serving as a strategic partner rather than a decision-maker.
Embracing the Future of AI-Driven Marketing
As we navigate the AI era, Lexie encourages marketers to view AI as a co-creator rather than just a tool. By integrating AI into marketing strategies, businesses can create intuitive, personalised customer experiences that set them apart from competitors. The key takeaway? Embrace the AI mindset, focus on the buyer journey, leverage external vendor and partner expertise, and continuously iterate to stay ahead.
Subscribe to the B2Bold podcast on YouTube, Spotify (or your preferred podcast channel) to explore more insights from industry leaders like Lexie Walker.
About Stratcora
Stratcora partners with B2B companies to develop practical, results-focused marketing strategies that support complex sales cycles, ambitious growth plans, and the realities of today’s resource-constrained teams. We help our clients by leveraging the right mix of human expertise and digital tools to execute bold marketing programs that produce real results.
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