Summary
In this episode of Sales is King, Dan Sixsmith interviews Irshad Raihan, the VP of Product Marketing at FICO. They discuss the state of B2B marketing and the need for marketing to disrupt itself. Irshad shares his background and how he got into marketing, emphasizing the importance of storytelling and customer engagement. They also talk about the future of digital marketing, including immersive and interactive content, account-based marketing, and the role of AI. AI can help marketers understand customer behavior by analyzing vast amounts of data. It can assist in content personalization, predictive analytics, dynamic pricing optimization, lead scoring, and churn analysis. However, AI should be seen as an enabler, not a replacement for human decision-making. Marketers should focus on using AI to make their teams more efficient and effective, allowing them to innovate and provide better customer experiences. The consumption of marketing is changing, with voice search and platforms like TikTok and podcasts gaining popularity. Marketers should adapt their content to meet customers where they are. Marketing and sales alignment is crucial, and both teams should work together to build the sales funnel and achieve common goals. CMOs should pay attention to next-generation CRM platforms and data management to drive better insights and results. Success is defined by leaving a lasting impact and making a difference in the lives of others.
Takeaways
Marketing needs to disrupt itself and focus on inspiring, informing, and initiating customers rather than just selling to them.
B2B marketing should strive to provide B2C-like experiences by personalizing the brand, having an opinion, and engaging customers in a meaningful way.
The future of digital marketing includes immersive and interactive content, account-based marketing, and the use of AI for personalization and optimization.
AI has the potential to add more value than harm in marketing, but it requires careful consideration and application. AI can help marketers understand customer behavior by analyzing vast amounts of data
AI should be seen as an enabler, not a replacement for human decision-making
Marketers should focus on using AI to make their teams more efficient and effective
The consumption of marketing is changing, with voice search and platforms like TikTok and podcasts gaining popularity
Marketing and sales alignment is crucial for building the sales funnel and achieving common goals
CMOs should pay attention to next-generation CRM platforms and data management
Success is defined by leaving a lasting impact and making a difference in the lives of others
Chapters
00:00 Introduction and Background
08:42 Current Role and FICO's Focus
24:29 The Role of AI in Marketing
32:21 The Role of AI in Reducing Toil
43:10 Achieving Marketing and Sales Alignment
49:10 Defining Success Beyond Personal Achievements
164 What I Learned Last Week #1
163 The Power Of Thought Leadership: A New Study
161 The Role of AI In Skill Transformation with Ryan Staley
160 Trailblazing AI with Dr. Lisa Palmer
159 Prospecting That Works With Justin Chi
158 Fun Friday: Top 10 List
157 Dan Rant: Here's How To Beat The Other Reps
156: Making Millions with Chris Orlob
155: Finding Top Sales Talent with Bryon Coro
154 Here Is How To 5x Your Win Rate: Doug May
153 Why B2B Marketing Is Coming Up Short with Michelle Killebrew
152: Revolutionizing Sales Execution with Keenan!
151: The Challenge For Millennial Sellers
150: My Biggest Lesson Of 2023
149: Why Should I Care?
148: Dr. Stephen Timme's Journey from Professor to B2B Sales Influencer
147: Unleashing Your Career Potential: Expert Insights from Sonja Price
146: The Future Is Here: Embracing Value Automation for Exponential Growth.
141 AI Unleashed: Reshaping The Sales Landscape
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