The marketing campaign has become a relic. Short bursts of activity can’t keep up with buyers moving across hundreds of touchpoints. Growth now depends on systems that never turn off, powered by smart automation that does what traditional campaigns no longer can.

As the SVP of Marketing & Revenue Analytics at 6sense and a five-time award-winning marketing, analytics and revenue operations leader, Saima Rashid is reengineering how B2B companies grow by turning AI from a supporting tool into the engine of the entire system.

The death of the campaign: A staggering 81% of buyers have already chosen a winning vendor before ever speaking to a company representative. Traditional marketing can’t keep up with that kind of buyer autonomy. “The future isn't about more campaigns; it's about smarter systems,” Rashid says. “We've got to shift from managing the outputs of these individual campaigns to designing really intelligent workflows and always-on experiences that are powered by AI and automation.” The time-boxed, start-and-stop campaign—the backbone of traditional marketing—is quickly becoming obsolete, replaced by intelligent workflows that adapt in real time.

Fuel and currency: The fuel for these new systems isn’t just content. It’s context. “We've been talking a lot about content is king, but context really trumps that,” Rashid states, explaining that in a world of commoditized content, relevance is the only way to cut through the noise. And for those systems to be discovered in the first place, they need to run on a currency of trust. With old tactics like keyword stuffing now dead, getting found by AI-driven search depends on credibility. “The LLMs are only going to cite from really trusted sources,” she explains, so brands must now focus on creating valuable, factual content.