Paul Greenberg

With the continued advances in AI, it will be interesting to see how the various tools are adopted.

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My column in MarTech published yesterday. The predictions are grounded in years of C-suite interviews and associated data. Like all predictions, even if they’re directionally correct they may take longer to manifest. That said, it is clear that we have reached a point of crisis in B2B GTM. The definition of “crisis” is a moment from which things can get better or very much worse. That applies here. None of us like moments of crisis. They represent fundamental instability, and the threat of unwelcome change. However, with the right responses, crises are also huge opportunities. I believe that we stand on the threshold of a golden era in GTM, but we all have to choose to do what’s necessary to realize it. What’s on the table from the CEOs and CFOs I spoke to is a demand for a common rule book on navigating, forecasting, optimizing, and correcting GTM spend and operations. Without this, the present dysfunctions will only deepen. The executives I interviewed said a number of things very clearly and consistently. A big takeaway was the dissolution of confidence and trust in their Marketing and Sales functions. The question of “who’s right, and who’s wrong” will need attention, but the main objective is repairing one of the most important relationships in business today.

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How is AI getting integrated into the daily workflow of communicators in large corps? And what are the top concerns when integrating it? Communicators are using AI to streamline tasks like content creation, research, and personalization. AI helps draft press releases, translate messages, test messaging impact, and maintain archives. It boosts efficiency, tailors communication for specific audiences, and enhances discoverability, reshaping how communication professionals work and disrupting traditional agency models. What are the main concerns? 1. Enthusiasm Gap: Senior executives are more optimistic and trusting of AI compared to junior staff, who are less confident and hesitant. 2. Job Displacement Fears: 46% of associates believe AI will replace workers, compared to 31% of executives. 3. Lack of Training: 67% of directors/managers and 57% of associates say more training and workshops are needed to facilitate AI adoption. 4. Limited AI Policies: Only 21% of workplaces have AI policies in place, with very few offering training, causing slow integration at lower levels. In which tasks AI has been integrated the most? 1. Content Creation: AI is used to draft press releases, pitches, social media posts, and FAQs, allowing teams to “create once, repurpose everywhere.” 2. Efficiency: AI streamlines tasks like research, scheduling, formatting, list building, and summarizing. 3. Translation & Personalization: AI tailors communications for specific audiences, improving engagement and message clarity. 4. Message Testing: Teams use AI to predict how messages will resonate with various stakeholders. 5. AI Archivist: AI helps maintain records of success, product launches, and key digital assets for future use. 6. Discoverability: Companies ensure AI-driven search and chatbots use brand-approved language, influencing brand perception. Full piece by Axios here: https://lnkd.in/d749yCat

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How To Develop Great Data Studies - The 5R2 Roadmap To Great Data Story https://ow.ly/3jmB50Sq43Z

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Responsible AI in public service: "Accenture has pioneered responsible AI guidelines, employing frameworks and operationalizing systems to ensure AI is ethical, trustworthy, inclusive, safe, explainable, and reliable." https://buff.ly/45J0pgA #publicservice #genai #california #CA #ethics #servingresidents

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🚨 Return on Investment: #LocalGov Communications 🚨 In Gallup’s most recent survey, trust in traditional media (TV, Newspapers, and their dot-com sites) has plummeted to an all-time low—only 31% of people say they trust these sources. In stark contrast, 67% of people expressed trust in their local government. That’s a huge opportunity for #LocalGov agencies to build credibility and community connection. So, where should your communications focus be for the best ROI? Simple: on the channels that directly represent your agency! 📱 Social Media is that opportunity! It allows you to leverage authentic engagement to directly connect with your community. Whether you're convincing your elected body to invest in a dedicated social media staff member or partnering with experts like CiviSocial, adding serious attention to social media is well worth the investment. #Trust #GovCommunications

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The #GovCon and #B2G sectors have always been complex, but in the digital age—and especially post-COVID-19—it's more important than ever to adapt and innovate. Inbound marketing isn't just another buzzword; it's a powerful tool that can dramatically increase your sales and improve your bottom line. As government entities change how they make purchasing decisions, embracing digital inbound marketing strategies offers a golden opportunity. Many in the GovCon sector have yet to fully utilize digital platforms, which means there’s a wide-open field for those ready to take the lead. By using these platforms, your company can gain a significant edge in the rapidly changing B2G marketplace. Want to learn more about how inbound marketing can benefit your government contracting business? Read our latest article for insights and strategies to make the most of this marketing approach! https://lnkd.in/eNPJR54T #DigitalInboundMarketingStrategies #B2GMarketplace #GovernmentContractingMarketingStrategy

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If you haven't seen a 28Stone live presentation before, I highly encourage you to tune in! Thrilled to welcome Thomas Dolan and his #allstar team on our upcoming webinar for a deep-dive into their latest #AI enabled solution for market maker #communications, #analytics, and decision-making. REGISTER: https://lnkd.in/e9advXYj #AI #GenAI #CapitalMarkets #FinTech

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Discover how Microsoft @Surface empowers Federal workers in a hybrid world. Security, productivity, flexibility, and more—all of it is in these devices. Ready to transform your Federal agency? Check out this solution brief and contact Bubble Cloud/ Bubble Social Media Marketing today to get started!

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Wasting time with leads who aren’t ready to buy? Here’s how you can leverage AI to get on calls with qualified prospect at scale.

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Unlock Your Business Potential with a Fractional CMO: Big Results Start with a Bold Marketing Strategy https://wix.to/lEL2ZZH

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How can you use generative AI in your business? With Microsoft Azure OpenAI service, the possibilities are endless. View this infographic for an at-a-glance of generative AI trends, use cases and responsible AI principles.

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Check out this VKTR.com article by Myles Suer that shares 3 principles, supported by MIT CISR (MIT Center for Information Systems Research) data monetization research, for making AI investments. Barb Wixom Cynthia Beath #AI #predictiveAI #genAI #datamonetization #datascience

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How can rural businesses close the digital divide? One way is to more effectively leverage cloud computing to foster better #collaboration and #innovation. Important read for rural businesses and their vendors:

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Check out the latest @pdxmindshare mention on @BizJournalTrust: 15 strategies for retaining (or transitioning) clients when budget constraints arise https://ow.ly/7HuT50ShVrv #cx #clientexperience #clientservice #budgettalks

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The advent of new technologies, like AI and GenAI, increases the need for greater collaboration across the C-suite. Find out how leading companies tackle these challenges and increase collaboration in Gartner's upcoming webinar. #Leadership #GenAI #AI #CxO #Webinar

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