The AI Conversation: What Marketers Should Be Thinking About

Pipeline Visionaries

This episode features an interview with Andrea Tarrell, CEO of Sercante, making marketing and sales teams wildly successful on the Salesforce platform.

In this episode, Andrea shares what organizations should be thinking about in their marketing when it comes to AI, how companies have overused marketing automation, and why the focus of AI should be on process, content, and technology.

Key Takeaways:

• The role of Generative AI: process, content, and technology. AI isn’t going to solve all of our problems or do all of our work for us and it shouldn’t. The human element will always be needed, so marketers should look at how AI can step in to help with the non-value parts of our jobs.
• Personalization is a frontier we haven’t conquered yet. We see use cases pop up all of the time, and yet we’re still struggling with basic use cases, let alone more sophisticated ones. There’s a lot of untapped potential when it comes to serving up content, offering next best action for prospects as well as related products provides us with lots of room to work with.
• Marketing automation is overused and sloppy. Be thoughtful about why and how you create content, always be authentic, and think through the natural sequence of information your customers need.

Quote:

“ I think one continued challenge is training and enablement and getting your teams ready to embrace new technology. And part of the reason why that's top of mind is with all this talk of AI. There's going to be a whole new sector of jobs that are created as a result of that, and getting people comfortable and adopting things that are new is a muscle that I feel like all organizations need to start working out.”

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Andrea on LinkedIn
• Learn more about Sercante
• Learn more about Caspian Studios

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