He is is the VP of Platform Ecosystem at HubSpot and one of the biggest influencers in the MarTech Community. Also, the creator and editor of the Chief MarTech blog. He is also the founding Program Chair of the MarTech Conference and author of the book 'Hacking Marketing: Agile Practices to make marketing smarter, faster, and more innovative'.
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The Importance of Creating Marketing Experiences
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Well, you know, one of the things about marketing is it is a we'll call it an honorable right, it's an honorable profession. That's been around a really long time, you know, and so, even before all things digital really started to take hold, you know, there've been so much, so many great leaders and pioneers.
(0:00:00-12:32)
The speakers explore how traditional marketing has evolved over the years and how the digital age has opened up opportunities for marketing innovation. They discuss the importance of understanding the message, the audience and how to create an experiential message that resonates with potential customers. Scott Brinker, the editor and godfather of MarTech, talks about how marketing has moved from a purely communications-based profession to one that focuses on creating experiences. The speakers also explore how to create digital experiences that capture the nuance and sophistication of a message rather than simply presenting it as a war and peace equivalent.
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Concerns and Opportunities of AI
Okay, if the first order effect is AI allows you to create a whole bunch more content, you know what's the second order effect? Oh, you're like audiences are going to be even more overwhelmed and more spam and are going to like find ways to put even more barriers.
And increasingly, it's going to be on the marketers to make sure that when these agents, you know, are requesting things on behalf of a buyer, you know that they can serve them up. But we're not only going to interact with agents.
(12:32-20:41)
The speakers explore the evolution of citizen creators and the role of AI in content creation. Microsoft Office enabled a democratised creation of content, while Google Slides and Google Docs enabled collaboration. The speakers examine the potential implications of AI for content creation and how marketers can use AI to create more user-centric experiences. They consider the importance of focusing on customer outcomes over content output.
No-Code Tools Empowering Citizen Developers
When you talk about building something amazing, one thing is like, oh, do I actually have the skills to understand how to design something great? But the other two things are do I really understand the problem? Because very often you have a bunch of people who are like super skilled at things and they get hired or brought in to solve something, but they don't really know the problem, they don't really live the problem.
(20:41-27:55)
The speakers acknowledge the importance of technical skills but also explore the importance of understanding the problem and having passion in order to build something amazing. HubSpot is an enabler for creating this superpower by offering meeting widgets and interactive links in PowerPoint or PDFs.
Challenges and Opportunities in Marketing Technology
The pace of change in the world has been insane. It's truly gone exponential. And you have all these different organizations and all these different professionals who are trying to figure this out and we're asking a lot. I mean, change is hard, you know, particularly for you know the larger an organization gets, the harder it gets, you know.
(27:55-38:34)
The speakers examine the challenge of marketers to stay abreast of the surge of MarTech solutions and how HubSpot enables businesses to construct a full-cycle customer journey. They analyze the various cloud infrastructure platforms and ecosystems to reduce market clutter and provide buyers with a set of compatible items.
Marketing and Sales Collaboration Challenges
And I think those companies who do get better at cross team collaboration, get better at change management, have a huge advantage in this world where things are changing quickly and everything is so interconnected. You know that the success of one part of the organization has a huge impact on the success of the rest of the pieces.
(38:34-53:10)
The speakers examine the often-existing tension between marketing and sales departments and how to construct successful cross-team collaborations. They examine how changes in technology and data-driven insights have affected marketing and sales, and how HubSpot's integrated platform can bridge this gap. They investigate how marketers can think like salespeople and how sales teams can ask for more from marketing. Lastly, the speakers consider how marketer and sales teams can gain from each other to create better experiences for customers.
Check the the episode's Transcript (AI-generated) HERE.
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Author
Experience-focused Leaders is the #1 Multimedia Podcast! We talk to senior business & tech leaders about the experiences that move forward organizations, customers and society at large. True to form, we mix audio, video, web and eBook formats to turn these authentic conversations into personalized nuggets you'll remember & use.
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