Around 150 years ago, skilled artisans and makers were needed to make things. Now, flexible, computer-driven, and automated manufacturing systems are used. The same thing will happen in marketing in less than 50 years, as AI completely changes the way marks work. But marketers can easily lose the productivity gains that AI brings if they don’t change how they do marketing generally. We’ll talk about the history of marketing systems, how AI flips these systems on their heads, and some new ways to do marketing in the AI era. What marketing tools......
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Do you know that you have your own info on intent? You don’ need to get it. If you run campaigns, especially on accounts you already have, you have access to much more detailed info than you could buy. It’s only important that you know where and how to look for it. When you find it, you’ll know that what people are selling or telling you about “signals” isn’t really true. What intent signs really mean People who work as marketers have told us that a prospect’s desire for information is linked......
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The most important thing in a friendship is to know and be known. You need to listen to your people to get to know and understand them. Even though it seems so clear, a lot of marketing misses this point of view. Brand stories focus too much on the brand itself and not enough on why the brand exists, even though companies say they are “customer-obsessed.” When deciding to buy, B2B buyers need even more understanding, knowledge, and reassurance. To build a long-lasting connection that benefits both parties, here are some important......
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