Sushi, sake and scaling revenue

Real talk. Curated sake. Great cuisine. Let’s skip the boring presentations and focus on what matters. This is for CMOs, RevOps, and MOPs leaders ready to start real conversations. Here’s what’s on the menu (besides Nobu’s black cod miso):

• Big ideas, bigger connections. Swap strategies with leaders from high-growth orgs.
• Fresh insights, no slides. Tackle real challenges and learn what’s working now.
• Your kind of people. Meet and network with the brightest minds in RevOps and MOPs.
• Serious food, casual vibes. It’s a night for fun, not formality.

Event Details

Location: Nobu Palo Alto
Date: Thursday, Feb 20, 2025
Time: 5:00 PM – 7:00 PM PT

Seats are limited. RSVP Now to secure your spot.

What to expect at Nobu Palo Alto (special sake tasting included)

Call it a much-needed reset with people who speak your language. Nobu Palo Alto is the perfect place to connect and collaborate.

• Premium sake tasting with standout selections from Hokusetsu Sake.
• Menu blending Japanese and Peruvian flavors, including Nobu classics like rock shrimp tempura and yellowtail jalapeño. Don’t sleep on the hot croissant pudding.
• Modern, stylish setting—with a patio—where you can relax and talk shop.

See you at Nobu Palo Alto! 

The post The Mo’ Money Mo’ Ops Tour Kickoff at Nobu Palo Alto appeared first on Demandbase.

Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and thrive in the rapidly evolving digital landscape.

Connect with Clemens

Key takeaways

• AI in Marketing: AI enhances human intuition by providing data-driven insights, enabling better decision-making in demand generation and closing pipeline gaps efficiently.
• Key AI Levers: Marketers can use AI to dynamically segment audiences, refine value propositions for personalized messaging, and optimize campaign channels and timing.
• Real-Time Optimization: AI-powered simulations allow marketers to predict and tweak campaign performance before execution, reducing trial-and-error cycles.
• Overcoming Challenges: Adoption barriers like use case identification and cost concerns can be addressed through rapid prototyping to test AI solutions effectively.
• Zero-Party Data: Allowing users to set communication preferences builds trust, supports hyper-personalization, and aligns with privacy-conscious trends.
• AI as a Partner: AI complements human roles by acting as a productivity-enhancing tool rather than replacing marketers or sales professionals.

Quotes

On AI-Driven Campaign Optimization:

“AI enables real-time campaign optimization, allowing marketers to tweak audience targeting, messaging, and channels before execution.”

On Zero-Party Data:
“Allowing users to set communication preferences builds trust and supports hyper-personalization, aligning with privacy-conscious trends.”

Highlights from this episode

How does intuition-driven demand generation differ from AI-powered approaches?

Clemens emphasized that while intuition and human creativity remain foundational in marketing, they often rely heavily on historical data and manual processes. These methods can be time-consuming and prone to inaccuracies. AI, on the other hand, complements human intuition by analyzing large datasets, identifying patterns, and providing actionable insights. This allows marketers to predict outcomes with greater confidence and optimize strategies in a proactive rather than reactive manner.

How can predictive analytics help marketers understand and anticipate customer behavior?

Predictive analytics works in three stages:

• Insights: Integrates fragmented data to provide a comprehensive view of campaign performance and asks iterative “why” questions to uncover root causes.
• Direction: Offers actionable recommendations, such as next-best actions for specific customer segments, which can be integrated into marketing automation platforms for execution.
• Action: Automates campaign adjustments in real-time through AI agents, enabling marketers to continuously optimize results while maintaining oversight.

What specific campaign optimizations can AI assist with?

Clemens identified three critical areas where AI adds value:

• Audience Segmentation: AI can dynamically cluster audiences based on behavior and attributes, enabling marketers to target new or more relevant segments.
• Value Proposition: AI refines messaging and personalizes value propositions to better resonate with specific audience needs, acting as a product marketing sidekick.
• Channel Selection: AI suggests optimal channels and timing for campaigns, helping marketers design user journeys that maximize engagement and conversion.

How can marketers use result simulations to optimize campaigns?

Result simulations enable marketers to test and adjust campaigns before launch. By tweaking variables such as audience selection, messaging, and channel use, marketers can see the projected impact on core KPIs like pipeline contribution or engagement rates. This predictive approach reduces the traditional trial-and-error cycles, saving time and resources while ensuring campaigns are optimized for success from the start.

What are the challenges organizations face in adopting AI, and how can they overcome them?

Clemens highlighted three common challenges:

• Getting Started: Organizations often struggle to identify impactful use cases and determine the best entry point for AI.
• Platform Silos: Many businesses face data fragmentation across platforms, limiting the scope of AI’s capabilities.
• Cost of Custom Solutions: Developing bespoke AI systems requires significant investment, making it difficult for organizations to commit.
  To address these issues, Clemens recommends rapid prototyping to test multiple use cases quickly and identify scalable solutions with minimal upfront investment.

What are your thoughts on zero-party data in B2B marketing?

Zero-party data, which users willingly provide about their preferences, is a cornerstone for building trust and achieving hyper-personalization. Clemens explained that this approach gives users control over their data and helps brands align messaging with customer expectations. Combined with AI-driven insights and first- and third-party data, zero-party data creates a powerful foundation for personalized and privacy-conscious marketing strategies.

Can you share examples of how you use AI in your work?

Clemens shared that he uses AI tools, such as ChatGPT, for tasks like consulting, solution design, and crafting value propositions. These tools help streamline processes, reduce turnaround times, and enable iterative improvements in areas like website copy and product messaging. By acting as a virtual assistant, AI accelerates work that would otherwise take much longer to execute.

Resource recommendations

Podcast:

• All-In Podcast: Clemens suggests this podcast for its comprehensive coverage of macroeconomic trends, industry developments, and insights into the future of AI.

Shout-outs

• Gajan Retnasaba, Founder of Spiralyze
• Emeric Ernoult, Co-founder of Agorapulse
• Maruf Alam, International Operations Lead at Zoominfo

The post AI-Driven Demand Gen: Predictive Analytics and Zero-Party Data Unlocked appeared first on Demandbase.

Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia’s “Most Remarkable Women” for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth.

Connect with Elizabeth

Key takeaways

• Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes.
• Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth.
• Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies.
• A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics.
• Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger.
• Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch.
• Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives.
• Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value.

Quotes

On Brand and Revenue Alignment:
“Brand isn’t just about aesthetics; it’s a strategic asset that, when aligned with revenue goals, drives sustainable growth.”

On Customer-Centric Strategies:
“Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success.”

Highlights from this episode

Is brand building the key to responsible growth in today’s market?

Brand building is essential for creating a sustainable and scalable business model. A strong brand not only establishes trust but also works in harmony with demand and product strategies to deliver long-term value. Companies that focus solely on short-term demand generation often miss out on the deeper, lasting benefits that a strong brand can bring. For responsible growth, especially in today’s market, aligning brand initiatives with a unified revenue model and customer obsession is key. Brand efforts create the foundation for customer loyalty and advocacy, which drive repeat business and steady growth.

How can companies measure the impact of brand initiatives?

The idea that a brand is immeasurable is outdated. Companies can measure brand impact through several metrics, such as customer retention rates, Net Promoter Scores (NPS), and category leadership standings (e.g., Gartner quadrants, Forrester Wave). Top-of-funnel indicators like share of voice and bottom-of-funnel metrics like sales conversion also demonstrate brand value. Additionally, analyzing the influence of brand efforts on pipeline growth, account expansion, and customer satisfaction provides concrete data. Marketers must connect the dots between brand-building activities and tangible business outcomes to prove ROI to stakeholders.

What’s the role of a brand in navigating economic challenges?

A strong brand serves as a stabilizing force during times of uncertainty. In challenging economic climates, companies with a trusted and recognizable brand can retain customers, differentiate themselves from competitors, and maintain market share. When growth at all costs isn’t feasible, focusing on brand trust and customer-centric strategies helps businesses protect and expand their revenue base. Companies that invest in brand resilience during downturns position themselves to bounce back stronger when the market recovers.

How do you address skepticism about brand investment from CFOs or boards?

To overcome skepticism, marketers need to present brand initiatives as revenue-driving investments, not just costs. This involves showcasing metrics like improved onboarding experiences, higher NPS scores, and increased customer lifetime value as outcomes of brand strategies. Connecting brand activities to measurable revenue impact, such as pipeline influence and deal velocity, makes the case stronger. For budget-constrained organizations, marketers can propose phased brand investments tied to specific, short-term business goals to demonstrate quick wins and build trust for larger initiatives.

What’s the secret to navigating both B2B and B2C marketing landscapes?

Understanding your audience and tailoring your approach is crucial. B2C brands often excel at customer engagement and creating emotional connections, which B2B companies can learn from. However, the strategies must align with the business context—B2B requires a focus on customer education, trust-building, and aligning with the buyer’s journey. Successful navigation of both landscapes involves balancing creativity with strategic business thinking. Always start with the end goal and craft your marketing efforts to meet the unique needs of the audience, whether it’s a consumer or a corporate buyer.

What’s the biggest challenge in B2B marketing today?

Silos is the biggest challenge in marketing today. Departments like brand, demand, and product marketing often operate in isolation, leading to misaligned strategies and missed opportunities. This fragmentation extends beyond marketing into the broader organization, with sales, marketing, and customer success teams failing to share data or collaborate effectively. To address this, leaders must prioritize integration, create shared goals, and build frameworks that enable cross-functional collaboration. A unified approach ensures that all teams contribute to a cohesive customer journey and aligned revenue outcomes.

How should marketers break down silos between departments?

Breaking down silos starts with unifying teams under shared revenue goals. Marketing, sales, product, and customer success teams should align their strategies and maintain open lines of communication. This can involve cross-departmental meetings, shared KPIs, and collaborative planning sessions. When these teams work together, they create a seamless customer journey that improves the overall experience and drives long-term success. Additionally, fostering a culture of transparency and encouraging marketers to engage in areas like customer success or sales helps bridge gaps and align efforts.

What are your favorite AI use cases in marketing?

AI can significantly enhance efficiency in both small and large teams. For smaller teams, AI tools can streamline content creation, refine messaging, and automate repetitive tasks like reporting. For larger organizations, AI enables personalized customer experiences, such as tailoring email campaigns or optimizing product recommendations. Elizabeth highlighted creating custom GPT models that match brand voice and tone as a game-changer for content production. However, she stressed the importance of keeping a human touch, especially in roles like SDRs, where personal connections drive conversions.

Resource recommendations

Books

• “Stealing the Corner Office“: A practical and concise book providing insights on navigating workplace politics and leadership.
  
• “Revenue Architecture”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales.

Tech recommendations

• Superhuman: A tool for email management that helps achieve “inbox zero” efficiently, reducing stress and improving productivity.
  
• Zapier: A workflow automation tool that integrates apps and automates repetitive tasks.

Shout-outs

• Jane Serra– Elizabeth described Jane as a “shining beacon of positivity” who does a great job rounding up helpful posts that people may have missed each Friday.

The post Why Brand is Your Biggest Revenue Driver? appeared first on Demandbase.

Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises. Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting.

Connect with Anh:

Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn

Key takeaways

• AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods.
• Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams.
• Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability.
• Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection.
• Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security.
• Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better.
• Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security.

Quotes

“The old process of heuristics-based security does not work today in the real world.” -Anh Huynh

Highlights from this episode

What led you to focus on AI and security?

Anh described his journey from early IT roles, where he was involved in setting up some of the first collaboration and communication systems in the industry. Starting with foundational tools like Pine and Lotus Notes, he noticed that as technology advanced, so did cyber threats, especially targeting email systems. Realizing the limitations of traditional security methods, Anh began focusing on AI to stay ahead of increasingly sophisticated attackers.

How is AI transforming security from heuristics-based detection?

Anh explained that traditional security relied on heuristics, a rule-based approach that flagged threats based on specific characteristics. However, with today’s cybercriminals using advanced tactics, heuristics alone fall short. AI, he explained, has become essential in detecting complex threats like business email compromises (BEC), which involve attackers mimicking trusted contacts. AI-based detection allows systems to analyze communication patterns and identify anomalies that heuristics might miss, making it a powerful tool for modern cybersecurity.

How can organizations stay ahead of cyber threats with AI?

To stay ahead of cyber threats, Anh emphasized that collaboration across organizations is vital. He noted that attackers are often highly organized, sharing information and resources to increase their effectiveness. In response, companies should work together, sharing intelligence and collaborating on strategies to protect against threats. He also advised that organizations combine AI-driven detection with traditional security methods to create multiple layers of defense, enhancing their overall resilience.

What are the risks and benefits of adopting AI in cybersecurity?

Anh highlighted that while AI offers advanced detection capabilities, adopting it comes with challenges. Implementing AI-driven security requires considerable investment, both in terms of budget and the technical work needed to integrate it across an organization’s infrastructure. The benefit, however, is significant: organizations gain multiple layers of defense that better protect against the modern, complex attacks that would bypass simpler, rules-based security systems. The payoff is not only a stronger security posture but also a reduction in the stress and workload on security teams.

How do you see AI in cybersecurity evolving over the next decade?

Looking forward, Anh predicted that AI will continue to evolve, automating more manual tasks within cybersecurity, such as identifying low-level threats and streamlining reporting. He also envisions AI as a tool for producing “actionable insights”—pieces of valuable information that help security professionals make more informed decisions. Anh described this evolution as a pathway to reduce the “sleepless nights” for security teams, freeing them to focus on higher-level strategies and more complex threats.

What advice do you have for those new to hybrid work environments?

Drawing on over a decade of remote work experience, Anh offered practical advice for adjusting to a hybrid work model. He advocated for finding a balance that works both individually and for the team. In his view, spending all time in the office can be as detrimental as working exclusively from home. Anh recommends a hybrid setup that allows for the productivity and social benefits of office time, balanced with the flexibility and focus that remote work provides.

What are some tools or technologies you recommend for personal and professional security?

For those managing work and home security, especially frequent travelers, Anh recommended IoT-based tools that can help monitor home security remotely—such as cameras and smart systems to check on everything from security alarms to garage doors. Additionally, he stressed the importance of understanding multiple tech ecosystems (PC, iOS, and Android), noting that each offers unique security benefits. By knowing these systems, users can tailor their security settings and routines to fit specific needs, whether corporate or personal.

What unexpected skill has proven invaluable in your career?

Reflecting on his career, Anh shared that emotional intelligence has been an invaluable skill, especially in managing remote teams. He explained that technical expertise alone is insufficient for career progression or effective leadership; being attuned to people’s emotions, especially in a hybrid work setting, enhances team cohesion and productivity. Anh recommended emotional intelligence as a core skill for leaders to cultivate, particularly as they navigate the challenges of managing hybrid or remote teams.

Resource recommendations

Books

• Emotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships

Shout-outs

Jeff Bezos: Anh highlighted Bezos’s visionary leadership and innovative approach to building Amazon into a global powerhouse.

The post How AI-Based Detection is Revolutionizing Security appeared first on Demandbase.

Rebekah Gardner
Rebekah is a relationship-focused global sales leader with over 20 years of experience as a federal tax partner. She has a proven track record across multiple industries, and from small businesses to Fortune-ranked companies. Her expertise spans private equity, strategic partnerships, and software channels, all underscored by a commitment to collaboration, accountability, and achieving results.

Connect with Rebekah Gardner

Jason Keever
Jason serves as the President of Ryan’s tax.com division. With over 15 years of experience in driving revenue for private-equity-backed, high-growth SaaS companies, he leads the executive team in expanding technology services for existing clients and venturing into new markets. Jason’s previous leadership roles include Chief Revenue Officer, President, Chief Sales Officer, and Vice President of Sales across various industries.

Connect with Jason Keever

Key takeaways

• The tax industry has significantly evolved to keep up with digitalization and changing client needs and expectations.
• Technologies like AI can be leveraged to improve work efficiency and enhance the client experience.
• It’s important to break down silos between professional services and product teams through improved trust, communication, and aligned incentives.
• Companies must balance innovation through new product development while maintaining important client relationships.
• Accumulating and analyzing vast amounts of industry data can provide a competitive advantage through solutions like streamlining document processing.

Quotes

“Now one of the prominent pieces of the conversation with Clients is inevitably, what technology are you using to get this done? How are we certain that you are doing this in the most efficient way?”

-Rebekah Gardner

“We’re uniquely positioned, were uniquely focused on corporate tax, and we have the breadth of data that’s going to help empower that type of movement in the market.”

-Jason Keever

Highlights from this episode

How has the tax industry evolved in recent years to keep up with digitalization and changing client needs?

The tax industry has evolved tremendously over the past 20+ years to keep up with constant changes in tax law and regulations. In more recent years, clients have demanded that tax work be done faster and more efficiently through the use of technologies like AI, analytics tools, and software platforms.

Companies in the tax industry need to figure out how to meet these demands from clients to leverage technologies that allow tax work to be done more quickly, so professionals have more time to focus on saving clients money.

Digitalization and changing client expectations around technology use have been major drivers of evolution in the industry. Firms must be at the forefront of these technologies to remain competitive and meet evolving needs.

How do you balance innovation through new product development while also maintaining important client relationships?

According to Rebecca Gardner, Ryan has always had a culture of thinking outside the box and delivering innovative value to clients beyond just compliance work. She notes it’s a natural progression for them to now bring their tax software platform, Tax.com, into the mix while continuing to deliver on their brand promise to clients.

Jason Keever adds that clients are bringing their consumer-like expectations for digital experiences to work as well. So meeting clients where they are with innovative technology solutions helps maintain important relationships.

They emphasize the importance of the client experience above all. Developing new products and solutions through Tax.com has to enhance, not detract from, how clients experience Ryan and its professional services. Communication and ensuring both teams are incentivized to work together collaboratively is key to balancing innovation with client relationships.

How can companies in the tax industry leverage data and new technologies like AI?

According to Jason Keever:

• Companies in the tax industry can leverage vast amounts of data accumulated over decades of work to gain unique insights and advantages in serving customers.
• AI shows promise in automating routine tasks like processing large volumes of unstructured tax documents by more intelligently extracting and analyzing information. This could help reduce workload burdens.
• AI and data analytics may allow firms to distill information from tax documents and other sources into meaningful insights for both consultants and clients.
• Technologies like AI can empower tax professionals to spend more time on higher-value work like strategizing tax savings rather than manual data entry tasks.
• By leveraging AI and data, companies can help exceed evolving client expectations around efficiency, accuracy, and precision in tax services through more intelligent solutions.

How do you deal with potential silos between different teams like professional services vs product?

Rebecca Gardner and Jason Keever discussed a few key ways they deal with potential silos between teams like professional services and products:

• Jason focuses on building trust between teams through improved communication, as trust is foundational when a new executive comes into an organization.
• They examine any misalignments at the root cause, like ensuring teams have accountability and are properly incentivized to work together.
• Incentivizing collaboration through compensation is a priority for Rebecca and Jason to encourage joint go-to-market engagements.
• Maintaining a focus on exceptional client experience helps align teams, as clients expect integrated solutions rather than separate professional services and product offerings.
• Addressing silos proactively through offsites dedicated to topics like trust, performance metrics, and how teams can better support each other.

Resource recommendations

Books

Good to Great by Jim Collins

Dare to Lead by Brene Brown

Scaling People by Claire Hughes Johnson

Amp It Up by Frank Slootman

Podcasts

Masters of Scale

All-In

The post Evolution of the Tax Industry Using AI, Data, and Innovation appeared first on Demandbase.

Don McGuire is the CMO of Qualcomm. In this role, Don leads global marketing across all Qualcomm’s businesses, as the company continues to diversify beyond mobile into new growth areas. Don joined Qualcomm in 2016 to lead the Global Product Marketing organization, where he redefined Qualcomm’s strategic approach to product marketing. A seasoned marketing leader with 25 years of experience, Don has worked across mobile providers, device OEM, content/developer, and semiconductor industries. Before joining Qualcomm, he was a senior leader at Intel, where he led global marketing strategy, campaigns, and messaging for their Client Computing Business.

Connect with Don McGuire

Key takeaways

• Stay true to yourself and be open to opportunities in career development
• Tie marketing objectives to business objectives to drive success
• Build brand awareness and affinity through storytelling and partnerships
• Use sonic branding to create instant brand recognition
• Adopt AI tools like Writer and Firefly to accelerate content development
• Generative AI can improve work-life balance by freeing up time for creativity
• Experiment with AI tools in a controlled way before deploying enterprise-wide

Quotes

“It’s not meant to replace people in jobs, it’s meant to replace tasks.”

– Don responding to the fears about job loss due to AI.

“Sonic branding can be a very, very important and effective tool in building out an affinity for your brand.”

Highlights from this episode

Could you provide an inside look into Qualcomm’s marketing structure and how the organization operates?

Don McGuire shared that Qualcomm is a large, 50,000-person technology company that was historically more engineering-driven than focused on branding and storytelling. As CMO, McGuire has worked to evolve the company’s thinking to prioritize the importance of marketing.

He has invested in building out the marketing function and emphasizing storytelling to understand and connect with audiences that influence product perceptions. McGuire’s goal is to tie marketing objectives directly to driving business success for Qualcomm.

Both the Qualcomm and Snapdragon brands have made big strides in a short time under McGuire’s leadership, with an exciting future ahead as marketing continues to mature within the organization.

You’ve recently released the Snapdragon Sonic, could you tell us a little more about that, and how that’s going to impact the brand?

Don explained that building a global consumer brand for Snapdragon, which powers device experiences but can’t be directly purchased, is challenging.

He discussed the importance of storytelling and brand partnerships to create an emotional connection with consumers and get them to care about what’s inside their devices.

Using visual and audio branding elements, like the new Snapdragon Sonic, to build affinity for the brand beyond just tech specs can be powerful. McGuire discussed working with a music company to develop the Sonic after extensive global testing.

McGuire believes the Sonic will help build affinity, recognition, and recall for Snapdragon through consistent integration into advertising, social media, and events. He’s excited about how it will help elevate the brand as Qualcomm tells its story.

What are your thoughts about how modern marketing leaders can effectively harness AI tools to improve their business?

Don shared that while AI has been used for years behind the scenes, generative AI has thrust the technology to the forefront. He acknowledged that many enterprises are overwhelmed by AI options, while around 20% are early adopters.

McGuire discussed Qualcomm’s pragmatic approach of bringing all stakeholders together to address concerns before deploying tools. They have experimented with writing tools like Writer to kickstart copy development and accelerate creative processes.

He expressed optimism about AI’s potential, having deployed tools across Qualcomm in a thoughtful manner. McGuire believes AI can revolutionize marketing by freeing up time for increased productivity and creativity. Overall, he recommends experimenting with AI tools to become familiar with their capabilities and benefits.

What are some of your tips for marketers who may be starting to use AI or AI-powered marketing tools?

Don provided the following tips for marketers starting to use AI tools:

– Experiment with AI tools in a controlled environment to get familiar and comfortable with how they work.

– Give writing tools like Writer a try to experience how they can kickstart the creative process.

– Take time to understand how AI models are trained and what data is used for different tools.

– Bring in subject matter experts from functions like legal to help evaluate tools and use cases.

– Don’t let fear govern decisions – be open to opportunities while also protecting the organization.

– Many tools have free online courses and tutorials to help develop AI skills.

– Adoption takes time, so start small and gradually expand appropriate tool usage.

His overall advice was to get hands-on experience with AI in a low-risk way before deploying tools more broadly in the enterprise.

Book recommendations

–Young China: How the Restless Generation Will Change Their Country and the World

Shout-outs

–Carla Zakhem-Hassan, CMO at JP Morgan Chase & Co.

–Drew Panayiotou, Global CMO at Pfizer

The post How Modern Marketing Leaders Can Harness AI for Growth appeared first on Demandbase.