Discover how AI agents are reshaping B2B marketing in this episode of Tomorrow’s Best Practices Today with guest Erin Cresta, Global VP of Digital and Demand at Sema4.ai. Erin shares what it’s like to join a startup from day one, build a marketing engine from scratch, and apply agentic AI to real-world business challenges.With a career spanning leadership roles at Palo Alto Networks, Docker, Armis, Couchbase, and now Sema4, Erin brings a unique perspective on scaling teams, crafting go-to-market strategies, and staying ahead in a competitive market. She dives into how marketing leaders can:-Build foundational brand identity and messaging at early-stage companies- Apply AI agents to content creation, research, operations, and sales enablement- Align with sales through account-based strategies instead of lead-based metrics- Balance speed, experimentation, and customer feedback in startup growth-Think differently about hiring, operations, and organizational design in AI-driven environmentsWe also explore the “work room” model Erin’s team uses to collaborate with AI agents, how generative AI supports digital ad copy and campaign prep, and why account engagement is becoming more important than traditional lead counts.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Why Enterprise Sales Depend on Accounts, Not Just Leads0:53 – Welcome & Guest Introduction: Erin Cresta and Semaphore.ai3:16 – Returning to Startup Life: Building from the Ground Up6:41 – Early Marketing Priorities: Brand, Content, and SEO9:17 – Hiring Strategy and Using AI Agents in Daily Work11:23 – Inside the “Work Room”: How Teams Collaborate with Agents13:40 – Rethinking Funnels: From Leads to Account-Based Strategies18:01 – Sharing Signals with Sales and Building Alignment20:32 – The Semaphore Platform: Runbooks, Outcomes, and Security25:15 – Startup Lessons, Personal Insights & Closing Thoughts#b2bmarketing #b2b