Mike Marcellin, CMO of Juniper Networks, explains the benefits of having automated, AI-driven systems that allow marketers to focus on understanding the market and creating organic connections with potential customers.

Key Takeaways

• Competition in the marketplace is inevitable. Working smarter than competitors with larger budgets can put you in the same league.
• The more data, the better the AI. Marketers need to make sure that accurate data informs AI-driven decision-marking.
• Make the opportunity of demand gen count. When an interested customer comes to you with questions, show them how you can help.
• Emphasize the importance of digital assets as you think about automating the customer journey.

Quotes

• “If we do our job right, we'll eventually get to a conversation about technology, but the first goal is: Why should I be talking to you? What's in it for me? How's it going to help my business?”
• “AI is worthless without data. The more data, the better the AI can be, and the more value you can deliver.”
• “Centralize what you can, and distribute what you must. It’s pretty profound because obviously, we know the benefits of centralization that you can get from efficiency, But you also realize that, at times, you do have to distribute things if there's a strong, compelling reason to do so.”
• “Many of our competitors are much larger and will outspend us from a marketing perspective. And for that matter, from a sales perspective. They'll have more feet on the street. So we have to be super smart and super-targeted, effectively outsmart them, because we can't outspend them.”
• “This has become much more of a science over the years, and with the amount of data that we now have at our fingertips, that can be hugely valuable to making demand gen successful. But it's only valuable if you have people that can make sense of that data.”

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