How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54

Episode notes

Matt Heinz, the President of Heinz Marketing, is a top 50 Sales & Marketing Influencer and a prolific thought leader in the B2B marketing space. Matt digs into why B2B marketers should invest more in brand as the AI Age progresses, whether the Chief Marketing Officer should report to the Chief Revenue Officer, and why B2B marketers are so terrible at naming products and concepts. Also, Craig ponders the meaning of parabolas, Matt ranks the best men’s hair in B2B Marketing, and Producer Sam gets confused by Craig talking about bats. Critical Takeaways Develop a structured approach to AI adoption in Go-To-Market strategies. Instead of engaging in 'random acts of AI,' organizations should create an accountability chart detailing which jobs are better suited for machines and which require human intervention. Personal connections and credibility can differentiate a brand in a noisy market. Efforts should be made to maintain and build these relationships alongside leveraging scalable technology. While marketing attribution is important, it should not solely focus on credit for past actions. It should be used to create a more predictable and reliable path towards future outcomes.

• Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 8370 / 100
• An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 8276 / 100
• Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 8176 / 100
• The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 80
• Attention is the New Moat - LIVE with Scott Albro at GTM Tailwinds - Ep 79