Phil Gamache’s Post

AI is Transforming Marketing: My Perspective and Insights from 'Marketing Artificial Intelligence' Artificial Intelligence (AI) is transforming the marketing world. I’ve delved into the book "Marketing Artificial Intelligence" by Paul Roetzer and Mike Kaput, and it’s a game changer. This book brilliantly breaks down how AI is turning marketing into a powerful, intelligence-driven machine. Here’s my take on what this means for marketers. From Automation to Intelligence AI goes beyond automating routine tasks like email campaigns and social posts. It’s an intelligence engine, analyzing vast amounts of data to generate real-time insights. This shift allows marketers to focus on strategy rather than execution, making smarter decisions that optimize campaigns instantly. According to Salesforce, 64% of marketers say AI has helped their teams become more efficient. Personalization at Scale AI delivers personalization on an unprecedented scale. By analyzing customer behavior and preferences, it tailors content for each user in real-time. This hyper-personalization is what today’s consumers expect, and it’s critical for driving engagement and loyalty. Big Hairy Audacious Takeaway: AI Will Dominate Marketing In 5 years, if AI isn’t at the core of your marketing, you’ll be irrelevant. Predictive AI will anticipate customer needs before they realize them. By 2030, 75% of all customer interactions will be AI-driven, creating personalized experiences that are unmatched. Brands that adopt AI will dominate. Smarter, Faster Decision-Making AI’s real-time analytics allow marketers to predict customer behavior and optimize efforts with precision. The ability to allocate budgets and adjust strategies based on live data will drive stronger results, higher engagement, and better ROI. Challenges to Overcome AI adoption isn’t without hurdles—data privacy, tech complexity, and a skills gap are barriers. But starting small, with simple AI tools, will set the foundation for deeper integration. Overcoming these will unlock massive potential. Big Audacious Thought, AI is the Ultimate Strategist. AI will evolve from a tool into the ultimate marketing brain—running simulations, learning, and making smarter decisions than humans. Marketers will shift to guiding the vision while AI runs the strategy, creating unprecedented levels of efficiency and effectiveness. Key areas where AI is already making the biggest impact in marketing, and why they matter for future success: 1. Predictive Analytics: 2. Automated Campaign Management 3. Customer Experience (CX) 4. Efficiency and ROI The AI-driven future of marketing is here. The question isn't whether you'll adopt AI—it's how fast you can do it. Start small, learn fast, and position yourself to lead. I’m Magnus Murage Gichuki —sharing cutting-edge marketing insights through AI-powered storytelling, helping brands make a lasting impact globally. #AIMarketing #DigitalTransformation #FutureOfMarketing #MarketingInnovation

While both attribution models and performance dashboards are vital to optimizing the Marketing organization, they serve very different purposes. Attribution refers to the process Marketing uses to figure out which channels and touchpoints are directly responsible for converting prospects into customers. Attribution models are created to determine the effectiveness and efficiency of those channels, such as email, digital ads, website, social media, in the customer buying journey.

“One team, one pipe, one dream.” 👆 That’s what Andy Ramirez ✪, SVP of Marketing at Docker, Inc, told me when we first met. We were having coffee in a beautiful lakeside suburb outside of Seattle (and commiserating about our time in the trenches at AWS). I was struck by his vision for Docker. It was one of unity. Andy and Docker’s CRO, Javier Molina, didn’t see marketing and sales as siloed functions. They saw them as two pieces of a unified go-to-market org. One that was designed to deliver customer value and business results for a new era at Docker. Developers love Docker. It’s how millions of devs build, share, and run container applications. But that doesn’t automatically translate to commercial success. Free downloads and installs of open-source products don’t get you to $135M+ ARR. Docker activated its massive install base by offering low-priced, self-serve plans to devs hungry for its premium products. This product-led strategy helped the company achieve a 150% YoY growth rate. But PLG often comes with a growth cap. End users aren’t always budget holders. While more and more developers are being empowered to buy their own tools, there’s a big difference between purchasing 5 seats and 500. Andy and Javier realized that value-based consultation was the secret sauce to moving beyond procurement-level conversations and increasing user consumption. That’s where Common Room AI-powered platform comes in. As Andy put it: “Common Room unifies every touchpoint of developer adoption—from repo activity to product usage to engagement on user forums and social. Not only that, we’re able to identify economic buyers and target accounts in the noise and turn that into value-based conversations with decision-makers. It’s been an absolute game changer for how we run go-to-market.” Here’s Docker’s playbook: - Common Room uses AI to auto-capture and centralize every signal across Docker’s digital ecosystem in one place. - Our AI-powered Person360TM automatically identifies, enriches, and scores high-value personas at ICP-match accounts. - Those contacts are sent to Marketo via automated workflow, where they’re sequenced into targeted marketing campaigns built to generate leads for the sales team. This process is fully automated from end to end. It allows Docker’s marketing team to uncover economic buyers at target accounts it didn’t even know existed. And it gives Docker’s sales team the chance to focus on qualified leads who can make enterprise-level buying decisions and reach out for consultative conversations. At Common Room, we see how data silos in marketing and sales result in poor customer experiences and poor business results. We’re all about helping our customers break those silos down and getting all of GTM on the same page. Here’s to GTM innovators like Andy, Javier, and the rest of the Docker team who see the value in building a 360-degree view of customers, no matter where they engage or where their careers take them.

I like to keep my game sharp and Chat on her toes, often I give her a random task, with framework entailed as such, Me: " Highlight the challenges businesses face with traditional marketing methods, such asl low engagement rates and difficulty in measuring ROI. Paint a picture of a world where marketing efforts are seamlessly integrated with Ai technology, leading to highly personalized customer experiences and significantly improved engagement and sales. Introduce our Ai-powered marketing platform that bridges this gap., offering advanced analytics, targeted content creation, and automated campaign management to transform their marketing strategy." Chat ( know it all ): " In the ever-evolving landscape of business, traditional marketing methods increasingly show their age and limitations. Companies grapple with challenges such as low engagement rates, which signal a disconnect between message and audience. The difficulty in measuring ROI further complicates these traditional strategies, leaving businesses navigating in the dark, unsure of which tactics truly drive value. Imagine, then, a world where marketing is not a shot in the dark but a precision-guided journey tailored to each individual customer. This is a world enhanced by AI technology, where every marketing effort is seamlessly integrated with cutting-edge tools, crafting highly personalized customer experiences. In this world, engagement isn't just improved; it's transformed, leading to significant upticks in sales and customer loyalty. Enter the solution: our AI-powered marketing platform. Designed to bridge the gap between the old and the new, our platform leverages advanced analytics to understand your audience at an unprecedented depth. It doesn't stop there. With targeted content creation capabilities, it ensures that every piece of communication is relevant, engaging, and perfectly timed, resonating with your customers on a personal level. Our automated campaign management takes the heavy lifting out of marketing operations, enabling your team to focus on strategy and creativity rather than logistics. This isn't just about keeping pace; it's about setting the pace in your industry, staying several steps ahead of customer expectations and competitor efforts. With our AI-powered platform, the challenges of traditional marketing become a thing of the past. Low engagement rates and the elusive ROI are replaced with clear insights and measurable success. It's time to transform your marketing strategy, embracing the future of personalized, efficient, and effective marketing with AI. Welcome to the next chapter in your business's story. "

While both attribution models and performance dashboards are vital to optimizing the Marketing organization, they serve very different purposes. Attribution refers to the process Marketing uses to figure out which channels and touchpoints are directly responsible for converting prospects into customers. Attribution models are created to determine the effectiveness and efficiency of those channels, such as email, digital ads, website, social media, in the customer buying journey.

6 Steps Playbook to Master Signal-Based Marketing. Fresh from HyperGrowth Partners' kitchen. ↳ This time featuring Common Room Head of Marketing Kevin White. 𝗪𝗵𝗮𝘁'𝘀 𝗶𝗻𝘀𝗶𝗱𝗲? Step-by-step tactical guide to generate more pipeline by selecting, executing, and scaling intent signals. ↓ ↓ ↓ 1. 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 𝘃𝘀. 𝗔𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝘀 ↳ Signals are actions your users take — like visiting your pricing page — that indicate their interest in your product. ↳ Attributes are user traits — role, seniority, or company size — that help determine if a user is a good fit to buy. ↳ Signals + attributes = intelligent GTM. Sell only to high-fit prospects in market, driving converting pipeline. 2. 𝗦𝗲𝗹𝗲𝗰𝘁 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 Choose the right sources for gathering signals. First-party signals (owned, contact level): • Website visits (e.g., pricing page) • Product actions (e.g., trial sign-up) • CRM data (e.g., booked meetings) • Email automation (e.g., webinar attendance) • Support interactions (e.g., support tickets) • Chat interactions (e.g., chatbot messages) Second-party signals (unowned, contact level): • Employment data (e.g., job changes) • Social media activity (e.g., post reactions) • Community activity (e.g., Reddit joins) • Developer activity (e.g., PR submissions) Third-party signals (unowned, company level): • Job listings (e.g., new roles) • Technographics (e.g., new integrations) • News & Events (e.g., product launches) • Keyword consumption (e.g., related content) • Reviews site activity (e.g., competitor pages) 3. 𝗠𝗮𝗽 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 ↳ Build your T-shaped funnel to map signals to your customer journey. ↳ Identify the divergence point where interest switches the funnel from multi-faceted to linear. ↳ Prioritize signals leading to this point. 4. 𝗦𝗰𝗼𝗿𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 ↳ Prioritize signals correlated to pipeline. ↳ Score them based on volume, impact, and difficulty ↳ Group signals by category or data source to cross-check insights. 5. 𝗘𝘅𝗲𝗰𝘂𝘁𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 ↳ Use signals to personalize outreach. Examples: • Visit integration page → Send related customer story • Reach usage thresholds → Offer plan walkthroughs • Engage with competitors post → Send comparison email • Visit pricing page → Ask if they have questions 6. 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 Scale your signal-based outreach. ↳ Crawl: Start manually. ↳ Walk: Automatically collect signals, engage manually ↳ Run: Fully automate collection + outreach 𝗕𝗢𝗡𝗨𝗦: 𝗦𝘁𝗮𝗰𝗸 𝗦𝗶𝗴𝗻𝗮𝗹𝘀 Combine multiple signals to uncover new plays. Examples: ↳ LinkedIn engagement + web visits: Indicates interest beyond awareness. ↳ Job change + 10-K initiatives: Identifies change agents likely to impact company objectives. Comment 'signal' and I'll DM you the full playbook with more templates and examples. ↓ ↓ ↓

Leaving the product completely out of the martech stack is a critical mistake too many marketing leaders are making. How do our teams know what to tell audiences? How do we know when products are available, what products to include in a promotion, which channels need info, or when to update content as products change? Trustworthy, current, and accurate product data sources are needed in two areas of customer-facing content: ℹ Product Attributes | Used strategically, attributes help you stand out in noisy, competitive markets by increasing search views and speaking directly to customers’ specific needs. 🖼 Digital Assets | These assets communicate a product’s unique value in more creative ways than text alone. For example, Amazon, incorporating A+ Content like this increases product sales by an average of 3%-10%. Traditional tools assume that the information and graphics being sent are accurate and up-to-date, but what if they’re not? Read Jill Mueller's article originally published by MarTech Cube >> https://lnkd.in/eUbzhypC

Being position-less secures a marketer’s position for a lifetime by Optimove On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference. Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess. As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance. Position-less Marketer does not mean a marketer without a role; quite the opposite Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality.  One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing. The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively. Navigating the spectrum: Balancing specialization and Position-less Marketing Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view. Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises. They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes. Drawing parallels, many related this to marketing functionality, wi...

If you're having analysis paralysis when it comes to embracing a signals-fist approach to GTM, this is the most comprehensive guide out there. Huge thanks to Matteo Tittarelli ⚡️ and HyperGrowth Partners for taking my musings and turning them into a cohesive post.

I just finished reading HubSpot’s State of Marketing 2024 Report that surveyed over 1,400 global marketing professionals! Go check it out here: https://lnkd.in/g-T9iaWA Here’s the tea… ➜ 75% of marketers believed personal experiences drive repeatable sales ➜ Yet only 35% believe their customers currently get a personalized experience A quote that resonated with me right away was: “We’ve transitioned from the Age of Information to the Age of Intelligence.” Jobeth Harvey said it perfectly, "The more personalized we are, the better results we see." This captures the essence of modern-day marketing: CX Personalization ➜ Connection ➜ Opportunity ➜ Sales ➜ Community ➜ Repeat Sales The Challenge: But now, in 2024, in our cookieless reality, traditional marketing tactics' success as we once knew it is over. So what do we do now? Leverage data and communicate in ways that genuinely resonate with consumers. The reality is, reliance on third-party cookies has made many marketers stagnant. To overcome this, our only true sources of truth to create top-tier personalized experiences moving forward will come from first-party data and social media collection. The Path Forward: Embracing human-centric experience, empowered by AI. It’s creating the marriage of AI-generated tools with human marketing strategies to forge genuine connections, spark conversations, earn trust, and ultimately, demonstrate real value. Content Creation Reimagined: As platforms like TikTok, Reddit, and YouTube become the new go-to for consumer inquiries, our content must evolve. It’s no longer just about raising awareness; it’s about capturing attention across search, service, and sales with a creative flair that educates and empowers our audience. So Where Do The Robots Come In? 🤖 It's about marketers being adaptable, pivoting techniques, tools, and tactics to not only survive but thrive in this new landscape. AI and automation are not just about streamlining processes. They’re about enhancing our capacity to engage, inform, and delight. AI-powered bots can help provide timely, consistent, and satisfactory answers to most queries, which save you time and energy to devote where your consumers need you most. You add automation into the mix, now you have a one-two punch to help you do email marketing, content marketing, and social media marketing better. In essence, modern marketing is about connecting to humans, by humans, for humans, just powered by robots! Please click here to read HubSpot's State Of Marketing Report: https://lnkd.in/g-T9iaWA #HubSpot #StateOfMarketing #AI