As a juror in the B2B category at The Drum Awards Festival, Jon Burke explains how AI is reshaping marketing, why brand and demand must work together, and how emotional storytelling helps B2B brands stand out.
Jon Burke, group marketing and sales director at Dals
Jon Burke has spent more than 20 years leading international marketing and sales efforts, helping B2B brands sharpen their strategies while keeping customers at the center. Now group marketing and sales director at Dals, he is focused on making business communications smarter, sharper, and more human.
For Burke, AI is transforming B2B from the inside out. “Predictive lead scoring, intent detection, automated prospecting, AI lets us target with precision and personalize at scale. It surfaces actionable insights and frees marketers to focus on creativity, strategy and relationship-building. That combination of precision and personalization becomes a real competitive advantage.”
But even as technology reshapes the toolkit, he insists brand and demand cannot be separated. “Brand investment builds trust, recall and pricing power, while demand generation drives immediate revenue. The most effective strategies integrate both, with short-term campaigns that deliver sales but also reinforce brand positioning. That is how you ensure sustainable growth and resilience in downturns.”
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When asked how B2B marketers can avoid blending into the crowd, Burke is direct: “Lead with stories, not specs. Show personality. Connect emotion to business outcomes. Make your values visible in every touchpoint so rational claims feel credible. And do not be afraid to surprise people with unexpected creative formats. Buyers do not just want to be convinced, they want to feel confident and motivated.”
If limited to one channel in 2025, Burke chooses LinkedIn. “It is where decision-makers are already in a business mindset. It combines organic reach with paid precision, carries built-in credibility, and fosters real conversations through comments and DMs. With AI-enhanced targeting, it is the single best place to be seen, heard and trusted in B2B.”
The overlooked challenge, he says, is differentiation. “With everyone using the same tools and rational messaging, brands risk blending in. Distinct positioning, creative courage, and emotional resonance are the real differentiators.”
Looking ahead, Burke believes tomorrow’s B2B leaders will unite data literacy with storytelling. “The next generation will be customer-obsessed, agile, and able to link brand with revenue impact. Empathy and strategic thinking will set them apart, turning insights into campaigns that actually resonate.”
Right now, his toughest challenge is developing talent at pace. “AI adoption and shifting buyer behavior move faster than teams can sometimes adapt. The work that stands out is the work that builds internal capabilities as well as delivering results. That is what keeps teams competitive long term.”
The Drum Awards Festival celebrates the smartest, boldest and most effective work in B2B. Submit your best campaigns to be reviewed by leaders like Jon Burke and help define what great looks like in 2025. Submissions have been extended to September 18,. 2025.
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