Are we at risk of getting lost in the hype of AI, or can it really drive results in B2B marketing? And how do international perspectives shape our approach?

In Episode 6 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and global AI strategist Marco Luciano, Head of the AI Studio at BBN, explore how artificial intelligence is shaping the future of B2B marketing, particularly in the energy and industrial sectors. They discuss key challenges and opportunities, including AI-powered search, UX design, SEO strategy, and AI governance, all with a focus on achieving real-world business results.

Marco Luciano, an Italian based in Germany, leads a globally distributed team focused on creating advanced AI solutions for B2B marketing and sales. His work spans search innovation, interface design, and scalable AI governance. At BBN, he guides companies through the complexities of adopting AI with a strong focus on usability, security, and real business outcomes.

In this episode, expect to learn:

• How global companies are using AI to enhance customer and internal experiences
• Real-world use cases of AI search and maintenance support in industrial settings
• Why UX design must evolve with AI capabilities in mind
• The impact of AI on SEO, brand visibility, and marketing sustainability
• How to build and budget for your own team of AI agents

Episode Highlights:

[00:00] - Teaser

[01:07] - Introduction of podcast and guest Marco Luciano

[04:16] - AI, mythology, and global perspectives

[05:51] - Marco’s background and global approach to B2B AI

[08:01] - Where AI is making the biggest impact in B2B marketing

[09:32] - Real use case: AI-powered search and remote maintenance

[10:09] - Why traditional chatbots failed & how to fix the experience

[13:58] - Should you name your AI? Branding bots with personality

[16:22] - AI, SEO, and getting found online today

[25:57] - How AI is changing agency-client relationships

[28:19] - Privacy, compliance, & the cost of building internal AI platforms

[35:21] - Budgeting AI like a new hire: a practical starting point

[38:27] - Final thoughts and where to find Marco online

Follow our Guest Marco Luciano on:

• LinkedIn: https://www.linkedin.com/in/mluciano/

Follow Host Arnaud Dasprez on:

• LinkedIn: https://www.linkedin.com/in/arnaud-dasprez-3a949a/
• Facebook: https://www.facebook.com/arnaud.dasprez
• Instagram: https://www.instagram.com/arnauddasprez/

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Are there any humans left on the Internet, or is it all bots? And how can AI tools help energy marketers reach the right targets?

In Episode 5 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and AI pioneer Nick Caruso, Chief Revenue Officer and Co-Founder at KnowledgeNet.ai, explore how the rise of bots and artificial intelligence are transforming B2B marketing — particularly in the energy and industrial sectors. They discuss key challenges and opportunities, including bot traffic, lead quality, content strategy and pipeline visibility, all with a focus on achieving real-world business results.

Nick Caruso has been working in the AI and technology space for nearly three decades. Starting with large-scale government and enterprise projects, he now helps companies of all sizes put AI to work in a way that supports business growth. At KnowledgeNet.ai, he leads revenue strategy and works closely with sales and marketing teams to help them use automation, data, and smart targeting to generate better leads and close more deals.

In this episode, expect to learn:

• What to consider when filtering bot vs. human traffic
• Why companies need a real plan before adopting AI tools
• How AI helps personalize outreach and improve sales productivity
• Common risks when using AI without a clear strategy
• How to measure marketing performance in a changing landscape

Episode Highlights:

[00:00] - Teaser

[00:53] - Introduction of podcast and guest Nick Caruso

[02:31] - What KnowledgeNet.ai does and who it helps

[04:44] - Human vs Bot traffic: What it means for marketers

[08:11] - Understanding bots like ChatGPT as new visitors

[11:00] - The risks of AI implementation without a strategy

[14:18] - AI's Role in targeting and customization

[17:34] - Smart ways to target prospects and tailor outreach

[21:46] - What makes content stand out when everyone’s automating

[25:03] - Proposal writing and sales pipeline insights

[30:36] - Key KPIs: MQL to SQL conversion and account engagement

[34:53] - Building brand awareness in a world of search and AI

[36:22] - Final advice and getting started with AI

Follow our Guest Nick Caruso on:

• LinkedIn: https://www.linkedin.com/in/ncaruso/

Follow Host Arnaud Dasprez on:

• LinkedIn: https://www.linkedin.com/in/arnaud-dasprez-3a949a/
• Facebook: https://www.facebook.com/arnaud.dasprez
• Instagram: https://www.instagram.com/arnauddasprez/

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In Episode 4 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and branding consultant Peter Lyall discuss corporate rebrands in the energy sector. They examine how leadership support, internal momentum, and alignment across teams are essential to a successful rebrand. Peter shares stories from his client work and research, including insights from his ongoing doctoral thesis on branding advice in energy marketing. This episode provides grounded lessons for teams navigating complex rebranding efforts.

Peter Lyall is the Director of Ascent Advisory Services, Doctoral Student, Henley Business School, University of Reading and Former Group Director Strategy at Fifth Ring. Peter is a seasoned consultant in B2B energy branding. He has advised oil and gas majors, clean energy operators, and service contractors. Over the past six years, Peter has focused on academic research around how branding advice is accepted and used within organizations. His work blends consulting experience with real-world insights from both the agency and client side.

In this episode, expect to learn:

• When and why companies should consider a rebrand.
• The business risks of superficial or ego-driven rebranding.
• What internal alignment and leadership support look like.
• How brand efforts can impact staff, stakeholders, and business value.
• Key findings from Peter’s doctoral research on branding advice.

Episode Breakdown:

[00:00] - Teaser

[01:00] - Introduction of Podcast & Guest Peter Lyall

[03:49] - When a Company Should Rebrand

[05:40] - Rebrand Outcomes: Good and Bad

[07:21] - Energy Rebrand Success Stories

[12:00] - Measuring a Rebrand’s Impact

[15:45] - Insights from Peter’s Doctoral Research

[20:22] - Four Drivers of Rebrand Success

[27:34] - Internal Buy-In and MarCom Roles

[33:45] - Importance of Internal Momentum in B2B Rebrands

[43:02] - Best Practices for External Rollout

[46:33] - Final Reflections & Where to Reach Peter

Follow our Guest Peter Lyall on:

LinkedIn: https://www.linkedin.com/in/peter-lyall-ab93b22/

Follow Host Arnaud Dasprez on:

• LinkedIn: https://www.linkedin.com/in/arnaud-dasprez-3a949a/
• Facebook: https://www.facebook.com/arnaud.dasprez
• Instagram: https://www.instagram.com/arnauddasprez/

Follow the Podcast:

• Follow on LinkedIn: https://www.linkedin.com/company/hexagroup/
• Visit the Hexagroup Website: