Every B2B vendor now has an AI story. Michelle Huff, Chief Marketing Officer at Alteryx, argues that's exactly the problem: when everyone makes the same promise, positioning around AI stops being a differentiator and becomes table stakes. Michelle brings more than 25 years leading marketing and go-to-market strategy at Oracle, Salesforce and UserTesting to the question of how a 25-year-old analytics brand earns its place in the AI era without sliding into hype.

Joel and Michelle talk through how Alteryx replaces claims with proof – a 760,000-member user community, customer stories, and a framework (Visible, Understandable, Repeatable, Auditable) for what makes an automated decision trustworthy. Michelle also unpacks a strikingly simple way to think about handing judgment to AI: treat it like onboarding a new hire, earning autonomy step by step rather than switching it on and walking away.

What you'll learn

• Why positioning around AI is now table stakes rather than a differentiator – and what to do about it
• How to move a brand beyond me-too claims to demonstrable, genuine value
• What proof of substance actually looks like to a buyer who's heard every AI promise before
• Why the real AI story is about automating judgment, not just tasks
• A practical framework for deciding what's ready to automate and what still needs a human in the loop

Chapters

00:00 Introduction: why AI positioning is now table stakes

02:02 Meet Michelle Huff and Alteryx's 25-year evolution

04:54 25 years across tech shifts: the instinct that carries through

08:49 Beyond the AI me-too: proving value, not just claiming it

10:36 Community and advocacy at scale

12:21 Building movements, not monuments: the Salesforce influence

14:00 Where AI genuinely changes the product vs. just the language

15:50 Vision vs. reality: staying grounded while pointing ahead

16:19 Repositioning a legacy brand without over-claiming

20:15 The BIRA framework: visible, understandable, repeatable, auditable

23:50 Data vs. story: which one wins when they pull apart

26:45 Automating judgment: the new-hire analogy and the trust score

31:02 Task-owners vs. problem-owners: staying valuable as AI reshapes marketing

32:58 Advice for teams that don't trust their AI output yet

34:29 Closing thoughts

Follow Michelle Huff

LinkedIn: https://www.linkedin.com/in/michellehuff/

Alteryx: https://www.alteryx.com/

Closing boilerplate

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership – whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡ https://www.joelharrisonb2b.com/

💬 Where's the line for you between AI that's a genuine step change and AI that's just new language on old capability? Let us know in the comments below.

🔔 Subscribe to the channel for weekly insights, interviews, and on-the-ground perspectives from the world of B2B marketing. https://youtube.com/@JoelHarrison-B2B?sub_confirmation=1

📲 Follow Joel Harrison and Trust & Influence in B2B across the web: LinkedIn ▶ https://linkedin.com/in/joelharrison/Podcast ▶ https://trust-influence-in-b2b.captivate.fm/Instagram ▶ https://instagram.com/joelharrisonb2b/