Why AI in GTM presents massive opportunities

## How Agentic AI is Transforming Marketing Welcome back to the MarTech Podcast, where we explore the intersection of marketing and technology to uncover how i ovative marketers drive business growth and career success. In this episode, we delve into the burgeoning world of agentic AI and its transformative power for go-to-market (GTM) strategies. ### What’s the Word: Intelligence and Strategy in AI In our discussion on artificial intelligence’s role in GTM today, we zero in on two key concepts: intelligence and strategy. “Intelligence,” as defined in this context, pertains to harnessing machine and human smarts to elevate performance. The reality is that average AI and human efforts yield mediocre results, but combining top human talent with machine intelligence can unlock exceptional outcomes. Conversely, I believe “strategy” is just as vital. We may not have fully nailed down agentic AI yet—one that executes tactical tasks autonomously—but today’s AI is already adept at guiding strategy. By analyzing markets and operationalizing insights, AI helps us pinpoint where to focus marketing efforts most effectively. ### Secret Sauce: Ingredients for AI in GTM We then shifted to a segment called "Secret Sauce," comparing a successful GTM strategy to a delicious pizza. To craft this “pizza,” you need several essential ingredients: comprehensive context on your business, public sentiment, competitor analysis, customer signals, and psychographic data. Daniel explained how we can throw all these ingredients into an AI model to obtain a personalized GTM strategy replete with contact data, budget allocation across cha els, and executable actions. I added my own spices to this mix, emphasizing the importance of understanding competition. Competitive intelligence, knowing their business models, and leveraging this knowledge can provide an edge in the crowded marketplace. ### Role Play: Convincing Teams to Embrace AI Our final segment involved a role-playing exercise where Daniel imagined himself as a B2B CMO of a mid-market company. The challenge: How to get the team to embrace AI for their GTM strategy. Here, we agree that fostering a culture of open-mindedness, risk-taking, and leveraging digital transformation fundamentals is key. It’s not merely about adapting new technologies but about understanding where your team is wasting time on repetitive tasks. By identifying these manual processes, AI can be introduced to alleviate these pain points, freeing up more time for creative and strategic thinking. ### Key Takeaways: Reclaiming Time and Driving Efficiency Closing out the episode, Daniel highlights the preciousness of time and the speed at which businesses must operate today. AI, especially agentic AI, can automate the manual and repetitive, integrate siloed teams, and streamline operations, ultimately allowing us to focus on more meaningful work. Ironically, while AI holds the promise to lessen our workload, implementing these solutions still requires an initial investment of time and effort. Yet, this will not always be the case. As AI continues to advance, the ease of use and efficacy will improve, making it an indispensable tool for marketers. ### Conclusion: AI as a Force Multiplier Ultimately, agentic AI has the potential to transform marketing by getting rid of mundanity and making us more human—sparking creativity, collaboration, and strategic foresight. Tools like Landbase are at the forefront of making this a reality. Even as we navigate this confusing landscape, the fundamentals of understanding customer needs and solving their problems remain unchanged. The smarter application of AI in mining and refining data ensures marketers are more agile, efficient, and successful. #### Stay Co ected Thank you for tuning into this episode of the MarTech Podcast. For more insights and daily streams of marketing and technology content, subscribe to our podcast and join us tomorrow as we continue to explore more groundbreaking topics in marketing technology. Keep focusing on keeping your customers happy!