On this episode of Coffee with Curtis Business, Robert is joined by Steve Burg, VP Strategy at Webz.io. They delve into the intricacies of performance marketing, exploring methodologies, the importance of content with purpose, and the evolving role of AI in marketing strategies. They discuss the buyer journey, lead scoring, and maximizing conference ROI, while emphasizing the need for marketers to understand their audience deeply. Steve shares insights from his extensive experience, highlighting the significance of creating memorable experiences and the impact of gamification in marketing. The discussion wraps up with a look at the current hype cycle of AI and its practical applications in the marketing realm.