How to Get Your Team Actually Buying Into Thought Leadership | Charlie Riley, Head of Marketing at OneScreen.ai

Episode notes

"Use AI to do more!" might be the worst advice B2B marketers are getting right now. In this episode, host Jason Bradwell sits down with Charlie Riley, Head of Marketing at OneScreen.ai, to talk about why mass personalisation is backfiring, how to actually build stakeholder buy-in for thought leadership, and why being a marketing team of one forces you to make better strategic choices. Charlie breaks down his approach to aligning sales and marketing around LinkedIn advocacy, creating non-scalable experiences that actually convert, and using out-of-home advertising as both a brand and demand gen play. If you're drowning in AI tools and wondering what actually moves the needle, this conversation will reset your thinking. Jason and Charlie start by tackling the conventional wisdom that AI lets you "do more", more outreach, more personalisation, more content. Charlie's take? That approach is creating AI slop that people see right through. He explains why marketers are starting to swing back toward doing fewer things better, especially things that can't scale (spoiler: that's where the magic happens). As a marketing team of one at OneScreen, Charlie's had to get ruthless about focus.

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