The Californer - Two themes emerge in Marketing AI

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SAN JOSE, Calif. - Californer -- In this event "Making AI Work for Marketing Ops; Use Cases that Deliver Value", these experts shared insights into the expanding use of AI in Marketing:

Deirdre Mahon, VP of Marketing, super{set}
Taron Arora, CEO and Co-Founder, RevCrew
Sanjiv Verma, Marketing Strategy and Ops, Juniper Networks
Anurag Khemka, CEO, RightWave

AI in Marketing Ops is growing. Uses include content creation, process automation, and complex analysis streamlining.

Deirdre has been with many marketing organizations. She commented: "Marketing teams are already really busy. AI provides really good insights about what channels are working and not working. It's what the C-Suite and Board want to know. We do not have to wait until a data scientist provides data."

Added by Sanjiv: "I realized in 2023 that this AI wave is real. It allows Ops pros and teams to get away from busy work and be a strategic asset to the business."

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Experienced as a software developer, data scientist, and knowledge engineer with a decade in operations, Taron is aware that past tools were just rules. He said "These AI reasoning models can think; they can take action.This is killing the busy work."

Marketing AI has not scaled. Less than 5% of B2B marketing organizations have adequately adopted AI. Anurag said "While there has been wide-spread usage, the depth of the usage has not been there so far."

There is a need to focus on use cases, rather than tools. Ops organizations must choose use cases that require substantial resources, study the manual process, and then choose the tools. Taron emphasized "Start with the business need. Is it growth, is it getting more time, is it productivity, is it cost-cutting?"

Deirdre is familiar with smaller organizations. She encourages teams to learn together. "If everyone on the team is using a favorite Large Language Model, then it can get a bit disruptive. I agree 1,000% that we must know what business problem are we solving."

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Comments from Sanjiv about how large organizations use AI included: "The opportunity lies in a strong data foundation, not six different versions of the same thing. Gaining
alignment must come first."

See https://rightwave.com/rwi/webinars-podcast

super{set} i a startup studio where great data+AI ideas become transformational software companies. It founds, funds, and scales high-potential businesses.

RevCrew provides a suite of AI-powered marketing tools that work together seamlessly to transform how marketing teams plan, execute, and analyze their campaigns.

Juniper Networks strives to deliver network experiences that transform how people connect, work, and live.

RightWave provides implementation, optimization and campaign support on Marketo, HubSpot, and Pardot.