As publishers turn to low-value and AI-generated content, they’re missing out on authenticity and original points of view. Conversations with MarTech is a new s...
How influencer marketing became an essential marketing channel
There’s never a dull moment in influencer marketing, which faces a significant challenge this year with the law banning TikTok in the United States.Even without the platform that made it famous, influencer marketing is now a significant channel for marketers. It’s also big business for both content creators and brands. But how did we get here?In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the “Mommy Bloggers,” to the short-form video we associate with influencer marketing today.Our conversation also covers the state of B2B influencer marketing, where the platforms are different, but the strategy is much the same: Authenticity, personality and reputation lead the way.Host: Mike Pastore, Editorial Director | MarTech.orgGuest: Natalie Silverstein, CIO | Collectively#influencermarketing #socialmedia #socialmediamarketing #tiktok #marketing
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12:59
What do C-level execs think of their GTM strategies?
Mark Stouse, the CEO of Proof Analytics, predicts a revolution is coming to go-to-market (GTM) strategies, and it’s starting as soon as 2025. Stouse is working on a book for which he spoke to hundreds of CEOs and CFOs from Fortune 2000 companies. He granted anonymity to these leaders in order to get a frank assessment of their GTM strategies.In this episode of Conversations with MarTech, Stouse shares some of what he heard from executives who feel they lack the analytics to truly understand what works and what doesn’t work in GTM today. To C-suite leaders, unknowns are risks. And there’s simply too much risk in marketing, sales and customer success right now tor leaders to make effective decisions and appease shareholders. If you’re interested in the future of GTM strategy and how it’s going to impact the work you do and the skills you need to develop, our conversation with Stouse serves as an important guide. #gtm #gtmstrategy #marketing #b2bmarketing #sales #b2bsales #riskmanagementHost: Mike Pastore, Editorial Director | MarTech.orgGuest: Mark Stouse, CEO | Proof Analytics
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13:51
Voice agents will change how you think about your brand and your website
The playbook for helping customers find your brand changed many times over the past several decades. Along the way we’ve seen billboards, phonebooks and even skywriting. Most recently it’s revolved around the website and search engines.But the way people look for information about brands is changing. Artificial intelligence is just one example. As more people turn to generative AI to conduct searches, the familiar game of search engine optimization is changing.As consumers become more comfortable talking to voice agents, however, online visibility strategies will undergo radical transformation.As marketers, we invest a lot of time and energy in our website’s design, carefully selecting images and colors. But what happens when customers explore your website without ever seeing it?In this conversation with Len Devanna, VP of Customer Experience at Cortico-X, we’re talking about the next frontier of customer experience, which will rely less on what your customer sees and more on what they hear.#customerexperience #cx #voiceagents #aiagents #artificialintelligenceHost: Mike Pastore, Editorial Director, MarTech.orgGuest: Len Devanna, VP of CX-Strategy, Cortico-X
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12:34
What can marketers learn from the Savannah Bananas?
It’s not easy to describe the Savannah Bananas to someone who hasn’t witnessed them in action. They are part baseball team, part traveling circus and 100% entertainment.The Bananas play a game they call “Banana Ball,” which resembles baseball in many ways, but with shorter games, 11 rules you won't find in baseball and more than a hint of vaudeville thrown in for good measure.It’s a concept almost perfectly designed for social media and online video, and that’s exactly where the Savannah Bananas built a loyal following of fans, some of whom have, for years, entered a lottery for a chance to see it all in person.We struck up a conversation with Kara Heater, Director of Marketing for the Savannah Bananas, to talk about how the team uses a combination of video, social media and authenticity to entertain millions of fans, many of whom have never seen the team play in person.If you think the company and products you’re marketing play in a different league than the Savannah Bananas, you’re probably right. But that doesn’t mean there’s nothing to learn from how the Bananas built a phenomenon.Host: Mike Pastore, Editorial Director, MarTech.orgGuest: Kara Heater, Marketing Director, Savannah Bananas
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Coffee Talk: Take your AI beyond content creation
During the Fall 2024 MarTech Conference this past September, we joined Craig Schinn, Co-founder, COO of Actable, and Michelle Simone, Principal Consultant of Pepper Foster Consulting, for a stimulating discussion on the limitless potential of AI beyond its traditional role in content creation. Discover how AI can revolutionize various aspects of your business, from enhancing customer experiences to optimizing operations.In this interactive coffee talk, they explored:AI-powered customer service: Learn how to leverage AI to provide personalized and efficient support to your customers.AI-driven data analysis: Discover how AI can uncover valuable insights from your data to inform strategic decision-making.AI-enabled automation: Explore how AI can automate repetitive tasks, freeing up your team to focus on high-value activities.AI ethics and responsible use: Discuss the ethical implications of AI and how to ensure responsible implementation.Whether you're a business owner, entrepreneur, or simply curious about the future of AI, this coffee talk podcast episode is for you.
As publishers turn to low-value and AI-generated content, they’re missing out on authenticity and original points of view. Conversations with MarTech is a new series highlighting interesting points of view and interesting roles in the marketing and marketing operations space.Season 1 of Conversations with MarTech debuts in January 2025. The premier season has already recorded five episodes, including:Kara Heater, Director of Marketing for the Savannah Bananas baseball club (What can marketers learn from the Savannah Bananas?)Mark Stouse, CEO of ProofAnalytics (What do C-level executives think of their GTM strategies?)Len Devanna, VP of Customer Experience of Cortico-X. (Voice agents will change how you think about your brand and website)Natalie Silverstein, Chief Innovation Officer, Collectively. (How influencer marketing became an essential channel)Mike Rizzo, founder, MarketingOps.com (Want to understand marketing ops? Talk to this guy)Subscribe to keep up-to-date on all things Conversations with MarTech!
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