Conversations with MarTech

Could your revenue team use better open rates? 

How about improved reply rates? Or faster deal velocity?

The key to better engagement with prospects and customers might be all around you.

Most of us grew up watching video on television, and now we carry video screens in our pockets. Despite the rise of email and text messaging, there’s still no better medium for capturing and holding attention than video.

If you hear “video” and think of the time required to shoot and edit a message, we’ve got news for you: Today’s video tools make creation and editing easy, and AI and avatars make it even easier.

In this episode of Conversations with MarTech, we talk to Korina Edwards, vice president of marketing at Vidyard, about how sales, marketing and customer success teams are using video to improve engagement and grow their business.

And Edwards brought some stats to back it up.

Episode highlights

0:54: Meet Korina Edwards
1:30: The best applications of video in GTM strategies
4:28: What is the key to video’s success in the business world?
6:19: Does it matter if the video includes a real person?
7:35: The do’s and don’ts of using AI for video in GTM roles
9:38: What’s ahead for video and AI for GTM in the coming years?
11:01: What’s the next innovation in this space?

#GTMstrategy #marketing #GTM #sales

This podcast is produced by MarTech, a Third Door Media property.

In this episode of Playbook Broken, we explore how traditional marketing playbooks are becoming obsolete in the rapidly changing landscape influenced by AI and shifting buyer behaviors. Marc sits down with Zach Vidibor, CEO of Octave, to discuss the challenges and opportunities in modern go-to-market strategies. The conversation delves into the intricacies of delivering personalized, contextually rich messaging and the evolving relationship between sales and marketing. Vidibor shares insights on the future of marketing, emphasizing the necessity of adaptive, real-time strategies to stay competitive. This episode is a must-watch for anyone looking to navigate the complexities of today's marketing and sales environment.

00:00 Introduction to Playbook Broken
00:43 Guest Introduction: Zach Vidibor, CEO of Octave
01:30 The Concept of Generative GTM
03:46 Challenges and Realities of AI in Marketing
07:52 The Future of Sales and Marketing Collaboration
13:59 The Broken Go-to-Market Playbook
21:11 The Playbook's Gonna Break
21:40 AI and Organizational Structure
22:32 The Future of Software Development
23:52 Martech's Law and Technological Change
25:26 The Impact of AI on Competition
26:52 Adapting to Rapid Changes
30:26 Personal Productivity Insights
33:14 Conclusion and Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.

This podcast is produced by MarTech, a Third Door Media property.

In this episode of 'Playbook Broken,' Marc dives into the rapidly changing landscape of marketing, driven by AI and automation. Featuring Melissa Reeve, a 25-year marketing veteran and co-founder of the Agile Marketing Alliance and Marketing Frontier.ai, the conversation explores the concept of 'Hyper Adaptive' organizations. Melissa discusses her upcoming book, organizational restructuring, and the need for dynamic governance over static playbooks. She also shares insights on the importance of AI literacy, social learning, and how to prepare for an AI-native future. Tune in to uncover how leaders can navigate this chaotic yet exciting new world.

00:00 Introduction to Playbook Broken

00:37 Meet Melissa Reeve: Marketing Veteran

01:18 Hyper Adaptive: Melissa's New Book

03:04 AI Literacy and Organizational Change

04:41 The Future of Playbooks in Marketing

07:45 The Human Aspect of AI Integration

17:57 Stages of Hyper Adaptivity

20:39 Future of Work and Leadership Challenges

26:33 Learning in the Age of AI

28:37 Personal Productivity and Overcoming Challenges

31:46 Conclusion and Contact Information

This podcast is produced by MarTech, a Third Door Media property.

Welcome to Playbook Broken, where outdated marketing tactics are left behind. Marc introduces Matthew Kay, the new head of Search for Active Campaign and co-founder of the Tech SEO Connect conference. 

They discuss the rapid evolution of SEO, driven by AI and changing user behaviors, and how traditional methods are becoming obsolete. The conversation covers the rise of new search platforms like TikTok, the pitfalls of performance marketing, and the importance of brand building in the current landscape. They also explore the concept of 'nihilist SEO' and the challenges of maintaining meaningful optimizations in a rapidly shifting environment. 

Tune in for insights on creating effective, future-proof marketing strategies. 

00:00 Introduction to Playbook Broken 

00:37 Meet Matthew Kay: SEO Expert 

00:54 The Changing Landscape of SEO 

04:15 The Death of Traditional Playbooks 

07:41 New Rules for Modern Marketing 

10:24 The Future of Brand and Performance Marketing

17:24 Nihilism in SEO: A Critical Perspective 

21:30 Force Yourself: Overcoming Challenges 

22:23 Conclusion and Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.

In the first episode of Playbook Broken, Marc Sirkin, CEO of Third Door Media, dives into the fast-evolving world of marketing and why traditional playbooks no longer work. Joined by Molly St. Louis, co-founder of Mosaic Group Media, they explore the effectiveness of social selling, the decline of traditional PR, and the complexities of brand measurement in today's AI-driven landscape. 

Molly shares insights from her career in media and marketing, including her personal journey of adapting to AI technology. Tune in to hear how these disruptors are navigating and reimagining marketing strategies in a rapidly changing digital age.

Timestamps

00:00 Introduction to Playbook Broken
00:40 Meet Molly St. Louis: A Marketing Unicorn
03:31 The Evolution of AI in Marketing
08:23 The Power of Social Selling
14:44 The Importance of Authenticity in Marketing
18:22 The Essence of Social Selling
19:52 Strategy Workshop Introduction
20:29 Brand Measurement in Performance Marketing
22:39 The Value of Brand and Attribution Challenges
32:10 The Role of AI in Modern Marketing
35:25 Conclusion and Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.

Share of search is a marketing metric that looks at all of the branded searches beging done in your category and tells you how many of those searches are looking for you.

As marketing metrics go, share of search is relatively quick and easy to find. You can use low-cost or free tools that many marketers are already using to gather the data.

Perhaps best of all, share of search is also a really good proxy for understanding your market share.

Liam Moroney is the CEO of Storybook Marketing and a MarTech contributor, and he’s become LinkedIn famous for his takes on the importance of brand marketing and brand recall in B2B marketing.

In this conversation, Liam discusses how marketers can take advantage of share of search, what they’ll learn from its data and potential pitfalls to be aware of.

Host: Mike Pastore, Editorial Director | MarTech.org
Guest: Liam Moroney | CEO | Storybook Marketing

This podcast is produced by MarTech, a Third Door Media property.

Marketers have more tools to help build and measure brand than ever before, but understanding the impact of brand marketing remains a challenge for many organizations.

Benoit Garbe is the President of QUINT Advisory, a member of the Tracksuit advisory board and the former CMO of AB InBev.

Garbe sees a massive opportunity today for organizations to reframe brand and, in the process, the role of the CMO and marketing, with marketers acting as the coordinator of all brand activity.

He sees three metrics that are leading indicators of how a brand is performing. They are:

Top of mind: Brands need to be present when someone is thinking about entering your category?

Consideration: Is your brand seen as superior, different, trustworthy and more innovative?

Advocacy: Are people talking about and recommending your brand?

Good news for brand marketers: These metrics used to be measured far down the road. Today, they can be measured closer to marketing campaigns and help them judge success much quicker. 

#marketing #brandmarketing #brandbuilding #brandmeasurement #CMO 

Host: Mike Pastore, Editorial Director | MarTech.org
Guest: Benoit Garbe | President | QUINT Advisory

This podcast is produced by MarTech, a Third Door Media property.

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 #marketingtechnology

Host: Mike Pastore, Editorial Director | MarTech.org

Guest: Scott Brinker, Editor | chiefmartec.org

This podcast is produced by MarTech, a Third Door Media property.

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 #organicsearch

Host: Mike Pastore, Editorial Director | MarTech.org

Guest: John Miller, Founder | Scribewise

This podcast is produced by MarTech, a Third Door Media property.