Julie Ginches

Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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Read more about the marketing use cases for research, brainstorming, audience targeting, and content reuse that I’ve seen success with in using AI tools.

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Speaking of data ... again. This article underscores the value of having reliable, consistent data to drive systems and decisions. Then, in November, join Angela Nicloy and me at the #CHPAMarketingForum as we discuss "Delving into Data."

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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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At B2B Summit this year, my colleague Hannibal Scipio led a panel discussion with real talk from partner ecosystem leaders. Some key observations -- "Suppliers must prioritize and communicate the value of all ecosystem partners within their organization, not just through sales numbers, marketing narratives, and slide decks. It is essential to demonstrate a commitment to ecosystem-centric GTM success through actions, behaviors, and core principles – active listening, competence, trust, and leadership." Check out more in Hannibal's blog: https://lnkd.in/dUC4Us78 #partnerecosystems #partnermarketing #B2B

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My recent Creative Differences newsletter, comparing human marketers' writing to LLMs got me a ton of responses. Several marketing friends made the entirely fair point that they just don't have much autonomy in the messaging and that it is difficult and unrewarding to push anything other than the most mundane writing through the system. That's fair. I should have been clear that the marketers know their market. Executives too often have a very uninspiring view of what good comms and good writing look like. Here, are two questions ... Is there a word - not a brand or trademark or new coinage, but a plain word - that you can find in your writing that your competitors do not use? Most likely you can't think of any. Carl Buehner famously wrote, "They may forget what you said — but they will never forget how you made them feel." How do you want your readers to feel, reading your work? Intrigued, surprised, optimisitic? Even a simple set of installation instructions can impart a feeling: confidence, for example, that I can now straightforwardly achieve the task ahead. Rather than endlessly noodling on the exact phrasing that will convey the technical, or business, nuance of the product or service, pay some attention - even just a little - to how you want your readers to feel. https://lnkd.in/gz-KhmK2

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Why is contextual advertising gaining so much attention? 👀 Brian Danzis, President of North America at Seedtag, joins the MarTech Podcast for a two-episode series. In this second episode, he walks us through the renaissance of contextual advertising and explains how recent innovations have made it a powerful, privacy-first solution for advertisers. “[Contextual advertising] works because you're leveraging AI to cut through biases. You're getting more granular on different interests, and you can spot trends in the interconnectedness of key categories,” Brian explains. Listen to the full episode in the link below. #contextualadvertising #privacyfirst #contextualAI

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What a great time on the Marketers That Matter® Visionaries podcast discussion how to unlock true value in AI - especially in marketing organizations. 3 takeaways: 🤖 Extract robotic tasks from humans 🚫 Don't confuse ML (optimization) with AI (prediction) 👷‍♂️ Get dirty yourself using it

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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Check out the latest @pdxmindshare mention on @BizJournalTrust: 12 transformative business roles AI will play in the next five years https://ow.ly/k6ee50SrNPl #AI #businesstips #businessadvice #generativeAI

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Can you get big results with advertising? Yes, you can! On today's episode we talk with Debra Bowers who shares how she helps clients get great results and shares insights on key ad strategies in new channels like streaming / connected TV. Remarkable Marketing Podcast

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Just a few threats to a CMO's success: 🔹 Unclear GTM strategy or motion 🔹 'Silver bullet expectations' of marketing 🔹 'New day/new strategy' situations 🔹 Under-hiring for the stage 🔹 Over-hiring for the stage Thankfully, there's a model for countering those threats and building CEO/CMO alignment *before* Day 1. It was great to talk with James Lamberti from Georgian about this approach. If you're a CEO or investor hiring a CMO -- or a CMO looking to define your 'ideal CEO profile' -- you will find this conversation valuable. https://lnkd.in/eda2dBYq

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Intent is inherently a human characteristic because it involves conscious decision-making, goal-setting, and the capacity for abstract thought. There's no shortage of debate about the risks and tension between AI and human intent (read: autonomous vehicles) but less about its value in designing better experiences for brands and organizations. My colleague Chidi Achara gives a great perspective on this and rebalancing the relationship between humans and machines in our latest IX podcast. Give it a listen and send us your thoughts.

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How The Atlantic integrates audience research into the product lifecycle Providing the space to connect directly with subscribers, audience research allows The Atlantic team to bring their reader's voice in the room when making decisions about product. At The Audiencers' Festival New York, Gina Bulla, Executive Director Audience Research, and Mariah Craddick, Executive Director Product, spoke on how they did exactly this when optimizing their app, ensuring they build the right things, and build things right.   Step 1: listen Firstly, surfacing knowledge from existing resources and sources, including their annual reader survey, app comments and working with the customer care team Step 2: connect Speaking directly with news/magazine app users through a diary study, interviews and surveys to existing app users Step 3: educate Shared findings, firstly with product teams but also with teams across the company Step 4: advocate with balance Recommendations that serve both the audience and business: > There’s an opportunity for a broader Atlantic app audience > Convenience and curation are the app's most attractive attributes > Some respondents wish The Atlantic app had more synergy with other platforms > The Atlantic app can help make their journalism more manageable Find the full write up of their session from the Festival on The Audiencers: https://lnkd.in/e3Z8sXyh

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Check out my new article on why data governance is crucial for marketers here: https://lnkd.in/eahv8vti

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Having been at this #martech thing for a minute, Scott's framing and reframing of marketing and martech both surprised / didn't surprise me one tiny bit. Since day one we've been asking "Is martech a thing?" We asked it so often that it became a joke of sorts. After all, if martech wasn't a thing, why on Earth were we building a brand around it? The CMO survey cited in Scott Brinker's post highlights for me, the core of what's going on in marketing today which is that you cannot do modern marketing without technology. It's like air at this point. No technology, no marketing. I'd bet that the 24.7% of CMOs reporting that their companies are not using marketing technology isn't a reflection of their competency or knowledge of their organization's stack but something much, much simpler. It's that MARTECH IS MARKETING - and for at least some of those CMOs, they don't care to make the distinction. And that's why we run the MarTech Conference and write on MarTech.org - because it's impossible today to "do marketing" without "marketing technology." Mike Pastore Chris Elwell Constantine von Hoffman Chris Wood Kim Davis https://lnkd.in/e9RFhYRs

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