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In-Ear Insights: Marketing Lessons From MarketingProfs B2B Forum 2024
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss their key takeaways from the MarketingProfs B2B Forum 2024. You will learn about the surprising reality of AI adoption in marketing. You will discover the challenges of accurately measuring AI usage and the inherent biases in current surveys. You will gain insights into the human element of marketing and how it intersects with AI. You will understand the value of listening in market research and how to extract insights from industry events.
Watch the video here:
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
https://traffic.libsyn.com/inearinsights/tipodcast_marketing_lessons_from_marketingprofs_b2b_forum_2024.mp3
Download the MP3 audio here.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In-Ear Insights, we are back from MarketingProfs B2B Forum, and I believe that is our last professional public event for 2024. The calendar is already booking for 2025 and is quite full, which is great. But we wanted to take a few minutes today to talk through some of our takeaways from MarketingProfs B2B Forum because it’s one of our favorite events of the year. The food is always excellent, as Ann Handley likes to point out, as one of the few conferences that feeds you with things that will not make you immediately ill. So, Katie, let’s start with you. You and I did the workshop together. You also had your session on AI readiness, and you went to a bunch of other sessions. We all did. What were your major takeaways from the event?
Katie Robbert – 00:49
The major takeaways were that despite all of the conversation about generative AI, marketers are not as far along with using it as I think they’re being led to believe. That feeling of “I’m falling behind” or “everybody’s doing it” is just not true. I think a lot of companies are still trying to figure out where AI fits. I think they’ve tested a lot of things. I think there’s been a lot of experimentation, but the sense that I was getting was that there wasn’t a lot of “okay, this is how we can use it. This is exactly what it means for us.” I think a lot of marketers are still in the experimentation, exploratory phase of using generative AI. Now, that said, a lot of software that they’re currently using just went ahead and baked it in. So there’s really no “oh, and now I’m using AI and this is what it looks like and this is how it’s different.” It’s “what do you mean? I’m doing what I was always doing and now it’s AI-powered.” So I think there was a lot of eye-opening of what it actually means to be using AI for marketers.
Christopher S. Penn – 02:08
Yeah, it was amazing. In the first few minutes of our wor
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By Trust Insights
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In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss their key takeaways from the MarketingProfs B2B Forum 2024. You will learn about the surprising reality of AI adoption in marketing. You will discover the challenges of accurately measuring AI usage and the inherent biases in current surveys. You will gain insights into the human element of marketing and how it intersects with AI. You will understand the value of listening in market research and how to extract insights from industry events.
Watch the video here:
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
https://traffic.libsyn.com/inearinsights/tipodcast_marketing_lessons_from_marketingprofs_b2b_forum_2024.mp3
Download the MP3 audio here.
[podcastsponsor]
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher S. Penn – 00:00
In this week’s In-Ear Insights, we are back from MarketingProfs B2B Forum, and I believe that is our last professional public event for 2024. The calendar is already booking for 2025 and is quite full, which is great. But we wanted to take a few minutes today to talk through some of our takeaways from MarketingProfs B2B Forum because it’s one of our favorite events of the year. The food is always excellent, as Ann Handley likes to point out, as one of the few conferences that feeds you with things that will not make you immediately ill. So, Katie, let’s start with you. You and I did the workshop together. You also had your session on AI readiness, and you went to a bunch of other sessions. We all did. What were your major takeaways from the event?
Katie Robbert – 00:49
The major takeaways were that despite all of the conversation about generative AI, marketers are not as far along with using it as I think they’re being led to believe. That feeling of “I’m falling behind” or “everybody’s doing it” is just not true. I think a lot of companies are still trying to figure out where AI fits. I think they’ve tested a lot of things. I think there’s been a lot of experimentation, but the sense that I was getting was that there wasn’t a lot of “okay, this is how we can use it. This is exactly what it means for us.” I think a lot of marketers are still in the experimentation, exploratory phase of using generative AI. Now, that said, a lot of software that they’re currently using just went ahead and baked it in. So there’s really no “oh, and now I’m using AI and this is what it looks like and this is how it’s different.” It’s “what do you mean? I’m doing what I was always doing and now it’s AI-powered.” So I think there was a lot of eye-opening of what it actually means to be using AI for marketers.
Christopher S. Penn – 02:08
Yeah, it was amazing. In the first few minutes of our wor
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