Latest / The Prompt / Ep. 548 | Future-Proof Your Marketing: How AI Agents Are Changing the Game

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Ep. 548 | Future-Proof Your Marketing: How AI Agents Are Changing the Game · The Prompt

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This is on base your one stop shop for solving your most
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pressing B2B go to market challenges.
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Each week, host Chris Moody and Paul Gibson talk to sales and
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marketing leaders to get you in depth insights and creative
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strategies to set your revenue teams up for success.
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Everyone, welcome back to the Home Based Podcast.
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I'm your host, Chris Moody, and today I'm really excited to have
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Mark Booth with us to talk about future proofing marketing with
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AI agents. Mark, thanks for joining us
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today and welcome to the show. Chris, everybody, thanks for
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joining and excited to be here. Yeah, this is an episode I'm
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really pumped for. I was thinking about all the
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stuff we should talk about and then you and I were just talking
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before we hit record and almost used our entire recording,
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Linda. So lots of passion points around
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future proofing, marketing and making sure we are not left
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behind. But before we dive into that, we
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love to start with a little bit about your journey, so
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understanding what led you to what you're doing today.
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Yeah. So I am a creature of marketing
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from a long time ago. I am a deep lover of customer
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marketing. I started my career as a as a
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junior PR person. And if I'm being honest, I hated
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it. I didn't like it at all, but it
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gave me opportunities to jump in and see what our customers were
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doing. That was back at a place called
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Omniture many, many, many years ago.
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And the individual who was running customer marketing took
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another job and I had a great mentor shout out to Eric
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Anderson who who decided to take a chance and give me the
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opportunity to to kind of lead customer marketing as a very
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junior person. I didn't deserve it for sure,
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but he took a chance and that turned into me doing customer
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marketing for a long time and we got acquired by Adobe and I
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spent a long time doing it there.
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And then I ended up running, doing some content marketing at
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Adobe, running social media for, for their digital experience
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business. Spent quite a bit of time, spent
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well over a decade there at Adobe and Omniture and then went
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over to to an Ed tech company. If you're familiar with Canvas
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LMS, your kids probably use it and structure is the company.
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I was there for a bit and LED digital and LED customer
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marketing and LED social and then came over to Domo 3 plus
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years ago to lead enterprise marketing and then was made the
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CMO about a year and a half ago. Not quite.
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Outstanding. I think every parent knows
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Canvas. To your point, I love it and
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hate it. There are times where both.
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Right, Like just all the school activities with multiple kids.
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Yeah. Well, one thing I'm really
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curious about is as we get started on this, I was a product
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marketer too. So I, I love what you mentioned,
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customer marketing. Your experience reminded me of
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being a product manager and a product marketer, so listening
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to customers. So we will certainly Orient
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around why this matters for our audience.
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But before we do AI agents, a lot of folks are throwing out
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the term. They don't really know what it
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means. They don't really know what it
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does. They just know we have to have
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agents and they hear a gentic. So maybe we could start there
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with how you define AI agents and how do they work?
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Yeah, so AI agents really are. They're tireless teammates.
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They can help you do things like automate tasks, adapt
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dynamically to growing alongside any kind of business that it is
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that you're building. You know, those agents will help
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you tailor to whatever the needs of your business are, which is
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which is really cool. Essentially, you've got to
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understand number one, and we preach this pretty heavily at
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Domo, is your data AI ready to be able to do things in the
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right place because AI is simply garbage in garbage out.
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If you are good at prompt engineering and you give the LLM
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or whatever the right information, you can get some
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really stellar results. If you are not good at that, if
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your data is trash, you're going to be really ineffective at
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using any kind of AI at all. Then you get into the idea of,
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OK, an agent should help you do tasks autonomously, and then you
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can get into stuff like, are we talking agent to agent?
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Are we talking? There are so many different
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permutations of what you can do, but the whole idea is agent
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should help you automate tasks for me, very best if it can
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automate the joyless tasks that you don't really like doing.
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And there's a lot of those. You see how many CEO notes and
4:24
messages today that are talking about a is coming for your job.
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And I'm, I'm not going to say it any differently.
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Like if you are not leaning in today, you're behind and not
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behind by a little bit, you're going to get left behind
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completely. And so using agent specifically
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to help you do superhuman things that you just simply can't do,
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you know, think of some of the things that I like about agentic
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workflows and agent specifically.
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When you start thinking of, well, an agent, if you train it
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right with the right information, they never forget,
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they can pull back in seconds on anything that you've trained
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them with. Well, I can't do that.
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I know that my entire SDRBDRADM team, they can't do that.
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And they are amazing. They are incredible at doing
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business development, but I can't say here are 500 slides
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and 15 terabytes of data. Go review all of it and don't
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forget it. Remember it and serve up that
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information at the right time. That's what agents can do in any
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way, shape or form, whether it's healthcare, retail, financial
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services, media, high tech, and on and on and on.
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That's what agents do. They can take difficult
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workflows, lots of times joyless workflows, and do it in a way
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better way than any kind of human could do it.
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Awesome. I, I think you nailed some of
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the social clips we'll pull for this in the first question.
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It's a great job. I love, I love the concept of
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tireless teammates. That has a nice ring to it as
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well. I can see it on a T-shirt.
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You know, to your point about the right time for the CM OS who
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are listening, that are used to doing things a certain way or
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they think their, their team is going to have them covered on
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AI. Why is now the right time for a
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CMO to pay attention and start to adopt AI agents and their
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strategy? Because you're already late.
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You're already late. We had a really interesting
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session just earlier this week, Chris.
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We called it the Agentic AI Innovation Summit that we
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hosted. We had 6000 plus registrants for
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this thing and just amazing speakers.
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The head of AI go to market for Google, multiple people from
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AWSA person who's built an agent on the Domo platform from
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Torchy's Tacos, the VP of software development at Opus
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who's doing some really cool things with Domo and Agentic.
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You are, you're late and you're going to completely miss the
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boat if you don't get going. Don't be afraid now.
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Be secure and be governed. Because you know, how many
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examples are there now of companies who have not taken
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security or governance in the right way?
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And it's come back to buy them? So make sure that you were
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buttoned up in those ways. But there's a lot of ways to do
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that today, but do it. It will make your life
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exponentially easier. There was a, a piece of content
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that I was working on just the other day and the ability for me
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to use a secure version of, you know, think ChatGPT to be able
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to draft and ID 8 and start creating in minutes what would
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have taken a significant amount of time in the past.
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And the output was incredible. Now, again, you got to make sure
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that you have the right data. You got to make sure that you
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are feeding it the right stuff, that you're training it in the
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right way because that is a perfect recipe for disaster if
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you're not prepared and you're not ready.
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AI readiness from a data company is so important.
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If you haven't given context to the data and you start asking
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questions, you know, you get into a place today where from an
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analytics, from an AIBI perspective, yeah, you can ask
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your data questions and it can serve up the right stuff.
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But if your data is not ready for that, you're going to get
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some really crappy answers that may not help you run your
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business. Yeah, great stuff.
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Well, before we jump to the next question, coming out of that
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event where you look 6000 plus registrants for those who don't
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run webinars or virtual events, that's really, really good.
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That's a huge number to have that many folks attend.
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What were a few of the key takeaways where you know, if you
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were trapped in an elevator with someone and they were saying,
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what did you learn from that event?
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What stood out to you from all the sessions you heard?
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That is an excellent, excellent question.
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So let me dig into a couple of things that I heard from Jim
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Fairweather specifically, he's that the the head of AI go to
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market. These were a couple of the a
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couple of the takeaways that I noted down.
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One was, if you're not already working on agents, you're late.
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This is again from the head of AI go to market.
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This is one of the one of the notes that I have.
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Another is don't build for what AI is doing right now.
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Build for where it's going, which is fully autonomous agents
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that that plan, that adapt, that collaborate with people.
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You think of stuff like Kate, you've got groups like Google
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and others that are releasing agent development kits, you
9:16
know, frameworks that could help you build, manage, orchestrate
9:19
agent logic, memory tools. And at Domo we have, we launched
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at our big user conference Domopalooza here a few months
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ago, something that we called Agent Catalyst, which
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essentially a way to go and build these agents.
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We have customers who are building agents.
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Just yesterday actually we shared some information on our
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earnings call that was kind of intriguing.
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It was about one of our customers who who joined think
9:45
of it as a webinar, an AI like webinar where they were teaching
9:48
how to build and within 37 minutes that customer already
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had something that was that could do some really cool
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agentic like things like this is not a OK.
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And now I got to wait and in six months I might have some no go
10:02
build, start playing, figure out what might My head of product
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marketing came into me today and he showed me this graphic.
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Now it wasn't even a graphic. It was a piece of content that
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he had created that essentially shows people how they can make
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sure that they are building AI agents in the right place.
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So it was an agent planning worksheet is what he called it.
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So, you know, at the very top, if you just start digging into
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the tech, whatever the tech is you're going to use, and I'm
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just going to start building an agent, you're not going to get
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anywhere if you haven't made sure that you understand what
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are the goals and the purpose of that agent.
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Why am I building this thing then, OK, from a knowledge
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perspective, how am I structuring this, whether
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whether it's structured data or unstructured data?
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And then the tools, what are the actions that these external
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systems and other agents need to take?
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Like there are frameworks already built out.
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There are things that can be done, but go jump in, Do not be
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shy and do not wait anymore because because you're late.
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This was the stat I think I, I may have mentioned to you.
11:06
Chris Gartner says 80% of companies are increasing AI
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investment, but only 9 percent, 9%, are seeing measurable value.
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That gap is, is real. So there's a lot of people
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experimenting. And now you could say, well,
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maybe that means I ought to just wait a little bit longer.
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Don't. Everyone is at different stages.
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Some teams are crawling, some teams are jogging, some are
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falling flat on their face. But the Sprint is, is coming.
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And one of the greatest things that I took away from that
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session from Jim yesterday was the riskiest thing you can do
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right now. Wait and see, I'll say it one
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more time, the riskiest thing you can do right now, wait and
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see. Like when you think right now
11:54
about what should I be doing around AI, go plan and then just
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start delivering. You think from Acmos
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perspective, we spend a significant amount of money on
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paid search. OK, well the entire organic and
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paid search landscape is changing a lot.
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You had AI overviews that went into place May of last year.
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Any CMO who tells you, well, we're not seeing any kind of
12:18
impact. I would say they're lying
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because it's just the way that buyer behavior and search
12:24
experiences are changing. You do it, Chris.
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I do it. I pull up Google today and I
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search and what do I do? Most of the time I read that
12:30
very top AI overview. I get all the information I need
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and there is no reason for me to click on a paid an organic link.
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None. So for Acmo, who's spending
12:40
significant amounts of money on things like paid search or
12:44
making sure the web experience is good or making sure you're
12:46
optimizing for SEO or Geo as they're calling things now, like
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you do not have the luxury of waiting anymore.
12:54
And if you wait even a few months, you'll look back and say
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we're in a hole that's so big I can't get out of it.
13:02
Yeah, it's so much to react to there.
13:04
We should have scheduled about four hours for this one.
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I'm realizing, I know for a fact that agency that helped us with
13:10
our rebrand, their number one source of traffic is already the
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AI summaries that are popping up on things.
13:17
They shared that on LinkedIn. And then as soon as you said
13:20
earnings call and you said, oh, I'm going to pull out my phone
13:23
for a second to look at something I said, oh, this isn't
13:26
a, this is a, an opportunity for me to run to ChatGPT or Gemini
13:32
and just say, hey, I'm on with the CMO of Domo.
13:35
Tell me a couple takeaways from their earnings call this week.
13:38
And you know, it just popped up and said, strengthen strategic
13:43
partnerships and consumption based model and goes through all
13:46
the new partner agreements, improve customer retention
13:48
metrics, goes through gross retention and everything.
13:51
And that was what, 10 seconds? 10 seconds?
13:55
So being in the scale at which you can get information, but
13:59
then more importantly, leverage that information to take action
14:03
in whatever form that makes sense, is like nothing we've
14:06
ever experienced. But remember that thing that I
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told you about the individual from Google?
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The biggest thing you could do to hurt yourself right now is to
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wait and see. Yeah, I love that.
14:18
You know, let's talk about adaptability.
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So traditional automation methods have been a bit rigid.
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We go through, we build out our our workflow, our canvas, our
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journey, whatever it may be. We go through and we try to set
14:32
every step up along the way. How do agentic workflows improve
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adaptability as things change to better adjust to whatever might
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happen in our go to market strategy?
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Yeah. When I think of just the scale
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and the ability for them to consume information and stay
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ahead of the curve, I mean we have, you can build a lot of
14:53
agents with with this agent Catalyst with Domo right now.
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But we're also using technology outside of Domo.
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But agents are paramount to your success as and not just a
15:04
marketer, I would say as a designer, as a finance
15:07
professional, as a product manager, as an engineer, as an
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on and on and on and on and on and on.
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They can help you adapt to whatever it is that's happening
15:17
in the market. Like the ability for them to
15:20
understand things and comprehend things and think about things
15:25
way further in advance. We were talking earlier about
15:28
that application that you talked about that you essentially said
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go build me a website, go build me a, a marketing campaign.
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And it just does it. It just doesn't.
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You don't even have to think through that.
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Now we can get into the whole conversation about AI is coming
15:42
from my job. No, that's not that silly.
15:45
You know what AI is coming for Those people who are not willing
15:48
and ready and jumping in to use AI to get better at their jobs,
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absolutely hard stop. If you are not jumping in, AI
15:56
will take your job. That, I mean, I realize that's
15:59
probably a harder take than people like, but just go look at
16:03
what's happening. And those AI agents have the
16:06
ability to be able to, whether it's competitive intelligence
16:09
and staying up on what every single one of your competitors
16:11
are doing, or whether it's looking at, you know, what's
16:14
happening from a paid search perspective, whether it's
16:17
looking at the content creation process that can happen via AI
16:20
or an agent, the list could be endless.
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That's what agents can help you do.
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And if you're not already jumping in to be able to do
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them, you're you're behind and you need to.
16:29
Totally. How do you ensure that AI driven
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decisions remain aligned with enterprise priorities?
16:35
And look, we've been around the block and marketing.
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I think we can all be honest and every listener would probably
16:41
agree that historically there are plenty of times where the
16:44
marketing function itself runs in a lot of different
16:48
directions, sometimes not always tied to the business objective.
16:52
So how do we make sure with AI that we are connecting to the
16:56
most important priorities? Yeah.
16:58
I mean, I think it comes from the top down.
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So making sure that you as a leader are sharing and
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reiterating over and over and over and over again, what are
17:09
those key things that matter the very most to you.
17:12
For us, we are extra focused right now on our ecosystem
17:15
partners. You know, we're seeing some
17:17
really good increases from a from a top of funnel perspective
17:21
in leads that are coming in from ecosystem partners.
17:25
AI is another really big priority for us.
17:27
And so we're we've done a lot of investing there.
17:30
We've got a lot of customers that are doing a lot of cool
17:32
things, but reiterating over and over again our customers and
17:36
helping them adopt and use the tool and get value.
17:39
Most importantly, that is of the utmost important, but you have
17:44
to make sure whether you're a marketing leader or anywhere
17:47
else that you are reiterating those company priorities that
17:50
everybody could say them six ways to Sunday and backwards
17:54
that these are the priorities. So do my do my projects.
17:58
You think back to the days where we were so focused on vanity
18:01
metrics, Chris. I mean, and it wasn't that long
18:04
ago, wasn't that long ago where it was like, yes, we got this
18:07
many likes on a tweet and you're like, oh great.
18:12
And it may not have been, it may have not been attuned to any of
18:15
those big priorities. Most of the time that's where we
18:18
get into. We had our conversation earlier
18:20
about attribution models and I have a love hate relationship.
18:23
Somehow I got attribution into this conversation, Chris,
18:26
because any marketer that tells me my tweet led to $1,000,000
18:29
deal, I want to say you are up in the night.
18:32
You're up in the night now. Could it be a touch in that
18:36
deal? For sure it could for us.
18:38
I may see hundreds, if not thousands of sales and marketing
18:41
interactions I can look at. I can look at every single
18:45
interaction that would happen if we close the deal with someone.
18:48
So if that is the case, which we can today, how can an agent not
18:53
make you way smarter and way faster and way more adaptable?
18:57
Well, you have to make sure that it is aligned with the key
18:59
priorities of the company because if you do that, then the
19:03
key things that you do in marketing will all align back to
19:06
it. But you have to as a leader,
19:08
make sure that you are harping on continually.
19:11
This is what we care about. Are your initiatives related to
19:14
those? Because if not, we got to adjust
19:16
or figure out how they become related.
19:19
Awesome. Great stuff there.
19:21
And I this next question I think you may be the most prepared to
19:25
answer of anyone based on the business at Domo.
19:29
How can AI agents transform complex data into actionable
19:33
insights at scale? And you know, this could be
19:36
hypothetical examples or real world examples.
19:41
It's an interesting question. We have a lot of customers that
19:44
are using us to build or create AI agents already.
19:49
But really you have to go back to the basics of making sure
19:52
that you understand what are you trying to accomplish.
19:56
Like don't overcomplicate it. We're talking about AI agents
20:00
and it's easy for people to say, oh, I'm just going to go build
20:03
1. Yes, start, but start in the
20:05
right way. What's your objective?
20:07
What's your goal? Make sure that you understand
20:09
it. Does it align to these big
20:11
priorities that you have as a company?
20:12
Because if you, if it doesn't, what are you doing?
20:16
I know I have to drive Chris, you know this, you've lived it.
20:19
Biggest issue that I see. Marketers likely face in the
20:24
marketing seat is we drove amazing top of funnel, record
20:30
numbers of top of funnel, no one cares.
20:32
No one cares unless you can track it back to are we driving
20:37
pipeline and more importantly, ACV and LTVI mean the longer you
20:41
can get a customer to sign and adopt and get value, the better
20:45
the relationship is for you and that customer.
20:48
But as marketers, so often we get stuck in when we brought the
20:51
lead and we got the inquiry, we got the MQL, the sale got passed
20:54
over. What what are you doing?
20:56
It's sales fault. As a marketer, your job is not
21:00
to drive top of funnel leads. As a marketer, I get paid really
21:06
well. If our stock does really well
21:08
and if all I'm doing is driving top of funnel, that doesn't do
21:12
any good for the business record top of funnel does not mean
21:16
anything. So making sure, making sure that
21:19
you are tied back to those key company initiatives and goals
21:23
that matter and will actually move the needle.
21:26
And so when you look at agents that can help you do things like
21:30
that, make sure that you have a key priority and make sure that
21:34
you are ready. That doesn't mean wait, but go
21:37
get ready today. If you need to make sure that
21:39
you are ready to do the things agentically that you may need to
21:42
do. Is your data in a good place to
21:44
be able to make those decisions? You have the people and the
21:48
tools and the framework and the infrastructure to make sure that
21:52
you can effectively use AI to be able to change and make a
21:56
difference. Because if we're just getting
21:58
back to the same days of wow, we drove record numbers of top of
22:01
funnel or WOW, we drove a whole bunch of other likes and shares
22:05
and vanity metrics that your board is not going to care
22:08
about. What your board's going to care
22:10
about is, is the company growing the way that it should?
22:13
Are you building pipeline? Are you nurturing that pipeline?
22:17
Are you helping the sales team all the way through so that they
22:19
can get close? And then are you making sure
22:21
that the onboarding experience is absolutely fantastic so that
22:26
customer never has any reason to want to go anywhere else?
22:29
That's the power of what AI agents could and should be able
22:32
to do. But it starts with the basics of
22:35
am I prepared? Are my people prepared?
22:37
Is my data ready to be able to go and build those things?
22:40
You think of the idea of crawl, walk, run, that's the place to
22:43
start crawling is is my data, are my people, is my
22:47
infrastructure? Am I ready to be able to get the
22:49
value out of agents that I really can and should be
22:52
getting? Yeah, that's great.
22:54
Let's pick on the data piece. So is my data ready for
22:58
organizations that haven't quite solved how to make all their
23:03
data AI ready and putting it all in one place, the potential for
23:07
garbage in, garbage out, as you said, what are the challenges
23:11
that they're going to face and getting their data AI ready and
23:14
how can those be addressed? Yeah, So a lot of it we have at
23:17
Domo, we have an entire AI readiness guide, Google AI Chat,
23:22
do whatever you will to find that, but.
23:23
Yeah, we'll link it to this episode for sure.
23:27
Go check it out because it will give you kind of that idea of
23:31
what is it that I need to do to make sure that I am really ready
23:35
to be successful. So we'll share a few things
23:37
there, but one, you got to think about how do I actually prepare
23:41
that data? So that may be things like how
23:43
do I clean and organize it? How do I make sure the data is
23:46
accurate? How do I make sure that it's
23:47
orderly? You may have to deep clean it.
23:49
There may be some stuff you have to purge that you got to get rid
23:51
of. Then you've got to start
23:53
thinking about how do I create deeper data relevance?
23:56
How do I make sure that I'm updating and documenting that
24:00
process and that governance is a big part of this data governance
24:04
is that was another thing that came out in the AI innovation
24:07
session yesterday was the AI governance is cool, which who's
24:12
heard that said maybe ever we're at a time now where you have to
24:16
have clean governed processes and data because if not, AI can
24:21
get out of hand really, really quickly.
24:24
So having a really solid governance strategy in place can
24:28
make all the difference. So make sure your data is ready,
24:31
make sure you're giving it context where it makes sense.
24:34
Make sure that you get everything in a place where you
24:36
can ask your data any question and it can give you answers to
24:40
whatever question you ask. I mean, we are literally living
24:43
in a world where you could ask, how is my paid search driving
24:47
pipeline these days? What about for the past six
24:48
months, the past 12 months or whatever?
24:50
Like that's all very easy to do stuff.
24:53
As long as your data is in a good place, you can get any
24:56
answers that you need. As a CMOI, don't know how I ever
24:59
would have done my job without something like Domo because I
25:03
have the ability today to get any information that I need to
25:06
know. How are things, how are things
25:08
producing in Japan versus APEC versus North America, whether
25:13
it's paid search or its events or whatever else, How are we
25:16
getting attribution to the right things?
25:17
And you can ask questions to that data as long as it is
25:21
prepared and ready. So get ready, it's getting late.
25:24
Get ready and start using it. Well, this may be a question you
25:27
could ask too, but I, I'm curious as a CMO, how do you
25:32
evaluate the ROI of AI powered initiatives?
25:35
Because clearly there are some that we have to do and there are
25:38
some notions of brand building where vanity metrics could be
25:42
indicators that we're training in the right direction, but it's
25:45
still not attaching the pipeline and revenues.
25:47
So most are going to say yes and like we have to do it.
25:51
But I'm, I'm curious if you're putting any ROI lens on AI
25:55
initiatives right now? Yeah, it's a tough one, Chris,
25:58
for sure. I mean, we are doing a lot of
26:01
things with AI, whether it's AI chat on a website, whether it's
26:05
having an AI agent make dials to people to invite them to things,
26:10
whether it's content creation, whether it's image generation,
26:14
whether it's, you know, competitive intelligence, the
26:17
list goes on and on and on and on and on.
26:20
And some of them are probably easier, you know, I guess it's
26:23
easier to be able to say if we had an agent that went and made
26:26
a whole bunch of dials for us, you can compare that to, well,
26:30
how did they do compared to what some of our, you know, pre sales
26:35
Adms or SDRS might have been able to do?
26:38
What's the cost that those Adms or SDRS would cost us to be able
26:43
to do something versus what that agent would cost us?
26:45
So it all depends on what the function is that you are trying
26:49
to achieve. What's the end goal?
26:51
If it's content creation, well guess what, you're going to be
26:54
able to create content exponentially faster.
26:56
Now is it to the quality that you need?
26:59
I am a big champion and fan and have been of a long time of
27:03
content is only as good as the distribution strategy behind it.
27:07
Kill the messenger, anybody who wants to, but you could give me
27:10
the very worst piece of content. Very worst.
27:14
And I can make it seen with enough money and enough strategy
27:19
and enough of the right people helping us on the back end.
27:22
But you give me an incredible piece of content with the right
27:25
strategy in place, it could go bananas.
27:28
So if it's content stuff, make sure you're looking at the
27:31
metrics that really do matter. Because yeah, if you're just
27:34
saying, well, wow, I can create blog post 20X faster in every
27:39
language I want to, but is it? Is it good?
27:42
And again, who cares? Unless you have a killer
27:45
strategy in place to be able to push it out to the people, the
27:49
key audience that you need to push it to like, it's not going
27:51
to do any good. So make sure that you're looking
27:54
at the individual activities that you're trying to do, no
27:58
matter what it is, whether it's social, whether it's content,
28:01
whether it's dialing, whether it's whatever.
28:04
And then you've got to figure out what is the ROI or how do I
28:08
measure the effectiveness of that specific effort.
28:11
And it's not going to be easy and it's not going to be clear a
28:14
lot of the times. However, I don't think it means
28:18
you shouldn't do it currently. You should at least trial and
28:21
test and see what you can get out of it.
28:24
Absolutely, Mark, you triggered me a little bit there.
28:26
I'm not going to lie. The distribution comment, I have
28:29
left a job before because we built the best content I've ever
28:35
been a part of it. We had the whole kit, we had
28:39
everything for social, we had the videos and then it didn't
28:41
get hooked into the distribution engine and it led to a
28:44
conversation of you're paying me too much to not let me do my job
28:47
respectfully. It was a great 2 hour chat and
28:51
turned out to be one of the the drivers to one of my favorite
28:55
roles I've ever had in my career.
28:57
But yeah, when you said that, I really felt seen and heard
29:01
because it's so true. It's so true.
29:03
So you have we have to get both of those right.
29:06
We're entering the final few minutes we have together.
29:09
So we're going to shift to the lightning round.
29:11
These can be quick hitters. The first, you can only pick
29:14
one. What is the single biggest
29:17
challenge in marketing today? Yeah, cool.
29:20
I think you've covered that. Yeah.
29:22
So I like the lightning round answer that was Family Feud
29:25
style there like. I know I I talk too much.
29:28
I apologize, but it's not only the biggest challenge, it's also
29:31
the biggest opportunity by a mile.
29:33
But it's changing so fast at every every day it feels like a
29:38
new piece of research or something comes out.
29:41
So yes, it's the biggest challenge, but that's not a
29:43
reason not to do it. Like it is such a huge
29:46
opportunity and you will get left behind if you're not
29:48
already in and doing it. Yeah, I love that.
29:51
And you know, very quick aside which you can agree or disagree
29:55
on this, but one thing that I would stress here too, this is
29:58
coming out of strength training. We had our marketing leadership
30:01
off site and our executive off site recently in the past month.
30:05
And I think many in marketing we're used to lots of attempts
30:11
and failure and tend to obsess a little bit on our weaknesses.
30:15
So I know for me personally, AI initially was in two buckets.
30:20
It was we're going to be infinitely creative and try to
30:22
learn new things and then some of the things I don't want to
30:26
do, how can I get AI to do those things?
30:29
The strength and opportunity you going from challenge to
30:33
opportunity flag to that for me to say, I would encourage
30:37
everyone listening to also think about how AI can supplement
30:41
strengths because there's certainly the time save the
30:45
things that we can do, but also if if we are uniquely good at
30:50
certain things, T shaped marketer.
30:52
I always say Roman numeral 4, right?
30:54
Like like we go deeper in more areas.
30:56
But if we think about that, how can we use all these tools to
31:00
make us even stronger and more differentiated?
31:03
I don't know if you would fight me on that one, but you going
31:06
from challenge to opportunity really resonated with me because
31:10
it was timely for something I've been thinking about personally.
31:13
Because I will beat myself up over weaknesses and that
31:16
detracts. It takes time away from me
31:19
pushing forward on strengths where I'm different.
31:21
Yeah, I think it's an intriguing question.
31:23
Chris, our our CEO hawked his whole keynote at our big user
31:28
conference Domopalooza. This year was heavily focused,
31:31
of course, on AI and it went into a lot of things.
31:34
It's intriguing. That's another one we ought to
31:36
link to. But it went into a lot of the
31:38
things that that AI is really, really, really good at, like
31:42
Expert, and also the things that humans are really good at.
31:46
And there's a lot of things, everyone, news flash, that
31:50
humans are really good at, really good at.
31:53
And so the ability for AI, an agent specifically, to be able
31:57
to take whatever those Chris or Mark strengths are and amplify
32:01
them or multiply them significantly is huge.
32:04
It's not just about, hey, I can go create content way faster.
32:08
Yeah, you could do that. Sure, that's table stakes at
32:11
this point. But what are the things you are
32:13
uniquely good at? The AI could help you be even
32:16
better. That's the key.
32:18
I wouldn't, I wouldn't fight you on that at all.
32:19
I would say 100%. But too often with AI, we don't.
32:23
We don't look at that. You look at, oh, it could create
32:25
my content way faster. It could blah, blah, blah, blah,
32:27
blah. It's like, yeah, but what about
32:29
what I'm really good at? Can it make me better at that?
32:31
I guess it can't totally. Yeah, that feels like the trap.
32:34
So I I love that. OK, I broke the rules.
32:37
I said lightning round and then I took us down a different path.
32:40
So we're going to hit lightning round.
32:41
Couple quick ones here. Favorite tools or technology?
32:44
What stands out to you today? I am a big fan of Jasper.
32:51
We're doing some cool things there.
32:53
I am a big fan of DOMA. If that's not cheating, it is
33:00
making my job as a marketer so much easier to know where I'm
33:03
going and where where I've been and where I am going or should
33:06
be going in the future. So those are a couple that are
33:08
clear up at the top of the list. Tools, not so much.
33:11
Platforms. I am a monster LinkedIn fan.
33:14
I could not be a bigger fan of a social network.
33:16
It's not even close. Awesome.
33:18
What about Goodreads? And we could take that anywhere.
33:21
Book, blog, newsletter, Podcast video.
33:25
So I'm a little bit old school. I would say that the Business
33:28
Bible may be the very best business book in the history of
33:31
the world is How to Win Friends and Influence People.
33:34
And you can read that, you can listen to it and be like,
33:37
there's not really anything revolutionary in here.
33:39
And you're like, well, yeah, yeah, there's not.
33:43
But it's the simple basics of, of people and people matter and
33:48
taking care of people and staying out of bad conflict.
33:52
Conflict sometimes we run away from, but good conflict is
33:55
really necessary for us to get to where we need to be going.
33:58
So without question, that's my number one.
34:00
I'm a big Patrick Lancione fan right now.
34:02
I am in Brene Brown's Dare to lead.
34:04
That's actually the book. We have a book club in our
34:07
marketing and Adm organization. And right now we're we're just
34:11
getting started. We have our our next book club
34:13
meeting tomorrow. First first read of Dare to
34:16
Lead. So those are a couple of
34:18
interesting ones. Awesome, and who inspires you
34:21
and B to B? So one of the companies that I'm
34:24
obviously just a monster fan of is is Snowflake and Data Bricks,
34:29
honestly. And Google and Oracle, like a
34:32
lot of these these partners that that we work with quite a bit.
34:36
I think that all of them on different levels have figured
34:39
out to tell how to tell a really interesting story on sometimes
34:44
what could be seen as a boring product.
34:47
Denise, the CMO over it at Snowflake.
34:50
I think that they've done some absolutely masterful things from
34:54
a marketing perspective. And you look at their earnings,
34:56
it's like, holy cow, you're growing how much on what size of
35:00
a business? But Denise and team have done
35:02
some incredible things in the BDB marketing space.
35:06
Awesome. And then the most important
35:08
question of all, Mark, how can everyone get in touch with you
35:11
after the podcast and we know you're going to say LinkedIn?
35:14
It it is absolutely positively carrier problem Jen it will be
35:20
LinkedIn mark dot booth 1 booth with an E find me.
35:23
Thank you so much, you crushed it.
35:24
This is a great episode, appreciate your time.
35:27
Thanks, Chris. Thanks for joining us for On
35:30
Base. If you enjoyed this episode,
35:32
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35:45
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