The Real ROI of AI Agents, Quizzes & Strategic Thinking

Episode notes

In this episode of the Marketing Automation Moment podcast, hosts Mike and Hannah record from a professional studio in London, enjoying a change of scenery and face-to-face conversation. They dive into the latest in marketing automation updates, starting with HubSpot’s Breeze AI agents. The discussion explores the effectiveness of AI in B2B customer service, the challenges of training AI for complex queries, and the importance of balancing automation with human support. The episode also touches on ActiveCampaign’s use of quizzes and interactive content for customer profiling, as well as Salesforce’s latest backend AI developments. Mike unpacks the technical side, while Hannah brings it back to what matters for marketers. They wrap up with a reminder that strategy is still at the heart of successful marketing automation, emphasizing the need for clear goals and alignment between sales and marketing teams. About Napier Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector.