Why marketing needs a data shift

Allie Kelly, CMO at Intensify, explores the state of AI in marketing. The rise of generative AI and ABM strategies demands better, actionable data. The challenge for marketers is distilling meaningful insights from vast, disparate data sets to create a comprehensive view of the buyer journey and deliver personalized experiences. Today, Allie discusses why marketing needs a data shift.
About the speaker

Allie Kelly

Intentsify

 - Intentsify

Allie is CMO at Intensify

Show Notes

  • 02:17
    The rise of generative AI and data driven strategies
    The rise of generative AI technologies makes it crucial for marketing to shift towards more data-driven strategies. These technologies are data-based and have democratized complex technology, leading to rapid adoption and exciting opportunities for go-to-market efforts.
  • 04:09
    Marketers and data challenges
    Marketers have long faced the challenge of handling a lot of data and making it actionable. But now, we approach it with more experience and flexibility, allowing us to test, optimize, and refine our strategies over time.
  • 05:01
    ABM's impact on marketing
    ABM has not created more confusion; instead, it has opened up new opportunities. While ABM technologies focus on account-level data, the challenge is activating that data to create personalized and delightful customer experiences, a solution the market currently lacks.
  • 06:49
    Creating a comprehensive view of the buyer journey with data
    The goal is to go beyond delivering the right message to the right person at the right time by understanding context. Marketers must combine first and third-party data to form a comprehensive picture of the buyer journey and to be more actionable with their data.
  • 08:56
    Balancing first party data with third party data for actionable signals
    Marketers must learn how to augment first-party data with third-party data for meaningful signals specific to their buyer journey. Third-party data can help to shape your messaging and go-to-market strategy when its well-balanced with your proprietary data.
  • 11:43
    Building flexible data foundations
    Instead of focusing on more data, it's crucial to construct foundations for a flexible data mindset. Our tech stacks must support adaptability and nimbleness, allowing marketers to scale efforts and optimize based on changing market dynamics.
  • 13:57
    Stitching together data with a BI tool
    To combine data for a comprehensive picture, use a business intelligence tool. This standalone technology is crucial for looking across your data, mapping it intuitively, and creatively applying your data model.
  • 15:02
    The starting point for effective data management
    The key to improving your data model is to focus on the fundamental questions and problems you aim to solve in your marketing efforts. Start by understanding the questions you need answers to, ensuring that your data and technology can provide meaningful solutions.
  • 16:18
    AI and the future of data management
    AI technology is still in its early stages and will evolve rapidly soon. Consequently, the tools, processes, and approaches we use to manage our data now will likely change in pace with the evolution of AI technology.

Quotes

  • "Are marketers awash in data? Sure, but that's a great problem to have." - Allie Kelly

  • "Serving the right message to the right person at the right time, in context, is the opportunity for marketers. Beyond first-party data, you need a variety of data for validation and actionable insights over time." - Allie Kelly

  • "Third-party data can help you shape your messaging and your go-to-market strategy. It's just a question of balancing that data with your own proprietary data." - Allie Kelly

  • "More data, all the time, everywhere is not the right answer. We need to be thinking constructively about how to build foundations for a flexible data mind. Having a tech stack that supports that nimbleness is important. " - Allie Kelly

  • "Stitching data with a dedicated BI tool is non-negotiable. It goes beyond out-of-the-box solutions, allowing you to look across your data to understand how you're mapping it and creatively apply data models." - Analisa Goodin

About the speaker

Allie Kelly

Intentsify

 - Intentsify

Allie is CMO at Intensify

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