Last week, I attended the virtual HSE Summit on AI-Led Growth. This event aimed to guide those supporting Go-To-Market (GTM) initiatives in technology companies. The speakers and moderators structured the discussions into easy-to-follow topics. My favorite session was the Fireside Chat with Jon Miller: B2B Marketing’s Future in the Age of AI. I learned several key takeaways from this 60-minute discussion. Marketers in enterprise software must adapt, as the current GTM strategy needs a refresh. Those aiming to improve GTM performance must shift focus and budget toward building a community of trust. This shift is essential to staying relevant and expanding market share.
Declining Marketing Effectiveness
Carilu Dietrich moderated the session and introduced Jon Miller, a co-founder and former Chief Marketing Officer (CMO) of Marketo. With an MBA from Stanford, Jon has deep expertise in marketing automation and GTM strategies.
He emphasized that traditional marketing campaigns are losing effectiveness. Marketing must evolve, as buyers have grown wary of old tactics. Personalized emails no longer engage audiences as they once did. The marketplace is noisier, and millennials in purchasing roles prefer minimal interaction with salespeople.
A clear example of this challenge is the impact of AI-generated search results. Google’s AI-generated responses now appear at the top of search pages. As a result, traffic to SEO-optimized website pages has dropped. Buyers no longer need to visit vendor websites to solve common challenges.
AI-driven recommendations on top vendors have also reduced marketers’ influence. This shift limits their ability to generate top-of-the-funnel leads and Marketing Qualified Leads (MQLs).
The Role of AI in Marketing
Many hoped AI-led investments would enhance marketing performance. While AI can automate processes, it has also complicated marketing strategies. A major challenge is determining who interacts with your content—humans or AI bots?
New AI-driven email filters now move messages into folders without user input. Increasing the volume of unwanted emails may only worsen performance. Instead of improving engagement, it could accelerate marketing failures.
The Role of Marketing Today
This issue won’t disappear anytime soon. It demands major shifts in GTM strategies, including new organizational structures and resource allocations.
Marketers have always adapted to new challenges. Sometimes, old strategies regain relevance. However, it is crucial to define marketing’s role first.
Jon Miller believes marketing identifies the market where a product delivers the most value. Seth Godin adds that marketing is about changing minds. The marketing landscape has evolved through twists and turns over the past two decades.
To succeed, marketers must deeply understand their audience. AI algorithms cannot build real intimacy or empathy. Establishing a community of trust is vital. This allows buyers to engage, compare notes, and discuss common problems.
Building a Community of Trust
One effective strategy is hosting in-person events or community focus groups. These settings provide buyers with uninterrupted opportunities to collaborate.
Thought leadership plays a crucial role in fostering trust. Industry analysts like Gartner, IDC, and LNS Research also influence brand perception. Delivering high-quality, educational content to this audience is a valuable investment.
Discover additional perspectives on this topic: Unconscious Branding – Is This The Future of Marketing?
Account-Based Marketing (ABM) strategies align well with this approach. ABM focuses engagement on specific companies or accounts. Connecting similar ABM strategies across the industry amplifies success.
Next Steps
Aligning with industry thought leaders and subject matter experts can drive meaningful engagement. Managing relationships with industry analysts is becoming increasingly important. Attending events and participating in one-on-one engagements can strengthen these connections.
Are your marketing campaigns underperforming? Exploring new strategies could provide a much-needed shift. Short-term experiments can help gauge the impact of building a trusted community.
SaaS and cloud-based companies understand the importance of customer retention. These customers appreciate reassurance and guidance through industry changes.
Interested in discussing this further? I’d love to hear from you—reach out via my contact form!
