Information isn’t influence. And in B2B marketing, knowing the difference can change everything.

In this episode of B2B No Bull, Liz and Mark Brohan sit down with Shanita Baraka Akintonde, author, educator, marketer, communicator and author of The Front Porch Leader: Great Grand’s Recipe for Success, for a no-jargon conversation about what it really takes to influence buyers and drive action.

Shanita explains why simply delivering facts, product specifications and data isn’t enough. Effective B2B marketing has to answer the question every customer is asking: “What’s in it for me?” The goal isn’t just to inform people—it’s to make the message matter to them.

The conversation takes a fascinating turn into AI and marketing. Shanita describes AI as a tool that can make marketers faster, but argues that the fundamentals of good marketing haven’t changed. You still need to understand your customer, identify the problem you’re solving and know what to ask before AI can help you get there.

The hosts also explore the B2B buyer journey, from awareness and intent to purchase, loyalty and advocacy—and why marketers shouldn’t confuse an immediate transaction with genuine influence. They dig into customer retention, brand loyalty and the importance of creating experiences that keep customers coming back.

And Shanita brings one of the episode’s most memorable lessons from her great-grandmother: technology may change, but understanding people never goes out of style.

If you’re a B2B marketer wondering how to cut through the noise, use AI without losing the human touch, and turn information into influence, this conversation is packed with practical—and decidedly No Bull—advice.

Resources & References

1. The Front Porch Leader: Great Grand’s Recipe for Success — Shanita Baraka Akintonde — the book at the heart of Shanita’s “ancestral intelligence” philosophy. 
   Learn more about The Front Porch Leader
2. Shanita Akintonde on Forbes — the episode references Shanita’s work as a Forbes contributor. 
   Shanita Akintonde on Forbes
3. Toastmasters International — Shanita is identified in the episode as a Distinguished Toastmaster. 
   Toastmasters International
4. National Association of Black Journalists (NABJ) — the episode notes Shanita’s role with NABJ; the organization provides training, career development and advocacy for Black journalists and media professionals. 
   National Association of Black Journalists
5. Columbia College Chicago — Shanita discusses her 23 years as a professor there. 
   Columbia College Chicago

 Highlight Quotes

“Information isn’t influence. You have to touch that core within people that makes them say, ‘Why should I even care about this information?’” — Shanita Baraka Akintonde

“AI is a tool. Just like a hammer, a screwdriver, a wrench is a tool. You’re only as good as how you use the tool.” — Shanita Baraka Akintonde

“If you’re going to influence, you’ve got to know who your target market is, what you want to say. AI can help with that. It’s not going to do it for you.”

Produced by: Flint Rock

Art by: Brohan Productions

Music licensed through: Flint Rock