Kyall Mai didn’t aim to become the face of the future of B2B marketing, yet as the Chief Innovation Officer at Esquire Bank and ANA’s 2025 B2 Marketer of the Year, that’s precisely where he’s found himself.
Mai’s approach isn’t about flashy tech for technology’s sake; it’s about crafting **marketing anchored in empathy**, artificial intelligence (AI), and undeniable **usefulness**—especially in a sector like banking for law firms, which is often seen as devoid of emotional connection and creativity.
“We’re in an industry that doesn’t typically receive credit for this kind of work,” Mai shares with The Drum. “But that’s changing.”
The award may have been announced recently, but it symbolizes years of transformative effort: a meticulous reshaping of Esquire’s marketing strategy into something **sharper, more personal, and distinctly human**.
Marketing with Meaning
“This award is personal for me,” Mai reflects. “As a Vietnamese boat refugee, it symbolizes a full-circle moment—especially in a year that marks 50 years since the end of the Vietnam War. It’s a quiet tribute to my parents’ sacrifice.”
His compelling backstory elucidates Mai’s willingness to take risks and pursue **reinvention**. Under his guidance, Esquire Bank has made bold investments in technology, emotional storytelling, and the belief that B2B can indeed be engaging. This mindset has also contributed to substantial growth, as the bank recently made Fortune’s list of the **Top 100 Fastest Growing Companies** and expanded into new markets like California. Yet, Mai emphasizes that the real transformation has occurred internally.
“We began asking harder questions,” he notes. “What if AI, data, and storytelling weren’t separate strategies, but interconnected elements of the same machine?”
This paradigm shift has enabled Esquire’s **westward expansion**. “We’re asking lawyers to reconsider longstanding banking relationships—that’s no small feat,” Mai explains. “So, we crafted campaigns that unequivocally demonstrate our deep understanding of their needs.”
Such a move is supported by a robust infrastructure. “This award showcases a multi-year investment in our **digital-first, customer-centric banking model**,” he elaborates. “We’ve developed both the technology and marketing capabilities essential to support it.”
Enter LawyerIQ
This commitment is evident in **LawyerIQ**, the bank’s innovative AI-driven content platform, crafted to merge first-party data with insightful storytelling.
“It’s not just about pushing out content,” Mai clarifies. “It’s about grasping the specific needs of a law firm—and then delivering something that provides genuine help.”
He firmly believes that **emotion has a place**, even in the most conventional industries. “Challenging the status quo isn’t merely a campaign slogan; it’s our culture. We’re utterly focused on our customers,” he states.
This customer-centric ethos is evident in the bank’s targeted campaigns, which position Esquire as a compelling alternative to larger incumbents. “We know our clients intimately enough to assert confidently, ‘We can serve you better,’ and we can prove it.”
AI: More Than Just a Bolt-On
While many businesses still view AI as a clever add-on, Mai argues it is an integral facet of their operations.
“We didn’t just attach AI to our process; we redefined our approach around it,” he professes. “It influences how we personalize content, recommend services, track performance, and even collaborate internally.”
This integration yields tangible operational advantages. “AI liberates time previously spent on repetitive tasks, allowing us to collaborate more closely with sales, iterate frequently, and engage in genuine thinking,” says Mai.
Moreover, it’s reshaping internal perceptions of marketing. “Marketing is now a testing ground for the entire company,” he claims. “We’re demonstrating that scaling doesn’t have to come at the cost of the human touch.”
While enthused about the potential of AI, Mai remains grounded. “If you simply follow what the tools suggest, your work will blend into the background. AI can assist—but **your unique perspective is what truly differentiates**.”
Advice for the Next Generation
When reflecting on his journey of transforming the marketing function around AI, Mai offers candid insights.
“Initially, we thought AI would merely enhance our email subject lines,” he chuckles, “but it has elevated our entire approach.”
His key advice for aspiring B2B marketers? “Don’t shy away from technology—embrace it. But remember, marketing is still fundamentally about **human connection**. AI will never replace your instincts.”
“Infuse your work with your authentic voice. Make it personal. That’s the aspect AI can’t replicate.”
Given Mai’s transformative journey—from a refugee to an innovation leader—this personal touch undoubtedly resonates deeply.
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