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...
The past two years saw incredible innovation around AI, and in the past year, much of the AI developments focused on AI agents.Our conversation with Scott Brinker, editor of chiefmartec.com and VP of platform ecosystem at HubSpot, focuses on how AI agents will change the way we manage our marketing technology.While examples abound of AI agents being used in customer-facing applications, they’re making headway in martech stacks, where they can take requests for data, then reach out to various applications in the martech stack like the CRM and CDP to get the data and find answers.What does this mean for marketers and marketing operations professionals who lead the martech orchestra today?According to Brinker, those roles are about to enter a golden age with the help of agents.What remains to be seen is how marketing and marketing ops pros will get their hands on agentic AI. A number of new and existing vendors are battling for market share with AI agents with no clear winner in sight.Our conversation also touches on the current state of the data layer in martech, where data increasingly flows to a data warehouse or data lake.Where this all gets really interesting is where the data and the agents come together. The organizations with the best data will be favored to win.#ai #aiagents #artificialintelligence #agenticAI #marketing #martech #marketingtechnologyHost: Mike Pastore, Editorial Director | MarTech.orgGuest: Scott Brinker, Editor | chiefmartec.org
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13:38
Why it's harder to build an audience than ever before
A good website, quality content and some solid search engine optimization practices — that was one the recipes for building an audience, regardless of the business you’re in. For years, if you were trying to build community, grow readership or attract prospects and customers to your website, understanding how to create content that pleased both site visitors and Google was the skill you needed to master.Today, when people put a question into a search engine, they often get back… the answer. That’s a great user experience for users, but not so great for organizations that benefited from — and often monetized in some way — that traffic that came from search engines.Even if your SEO and content marketing game is on point, Google users, for example, often need to scroll past some combination of AI overviews, videos, suggested searches and sponsored results before they see your page. In this episode of Conversations with MarTech, we talk to John Miller, founder of Scribewise, about how the game is changing when it comes to audience building, what it means for websites that rely on organic search traffic and more.#seo #contentmarketing #searchengineoptimization #marketing #organicsearchHost: Mike Pastore, Editorial Director | MarTech.orgGuest: John Miller, Founder | Scribewise
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12:42
Want to really understand marketing ops? Talk to this guy
Marketing operations plays an important role in any large or mid-sized marketing organization, orchestrating technology, working with data and basically making sure everything that supports marketing is working as it should. Marketing operators are like the plumbers, electricians and mechanics of the martech stack. But they’re not alone.Alongside marketing ops in some revenue organizations, there are roles in revenue operations (RevOps), sales operations (SalesOps) and even GTM Ops. In this episode of Conversations with MarTech, we’re looking under the hood of marketing and discussing the people who orchestrate all of the pieces you find underneath. Our guide is Mike Rizzo, the founder of MO Pros, MarketingOps.com and the MOps-Apalooze conference. He’s built a community of marketing operations professionals that gathers online and in person to talk marketing ops, martech and how marketing makes its sausage. #martech #marketingoperations #mops #marketing #revops #marketingopsHost: Mike Pastore, Editorial Director | MarTech.orgGuest: Mike Rizzo, Founder | MarketingOps.com
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14:28
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
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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