Acquia VP Brand Strategy & Creative Shawn Perritt shows how B2B brands can die a slow death when you are constantly playing it safe. It's risky being boring, and smart leaders are always working on improving their creative fitness and not falling into a "martech trap" of the illusion of only short term attribution metrics. Embrace AI and remember the human factor is as impactful as ever. "AI can absolutely build on what exists, but you still need people to imagine what doesn't." The bottom line is playing the long game with your brand strategy. This episode has been sponsored by Meter. Head to meter.com/marketimpact to learn more.
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Acquia VP Brand Strategy & Creative Shawn Perritt shows how B2B brands can die a slow death when you are constantly playing it safe. It's risky being boring, and smart leaders are always working on improving their creative fitness and not falling into a "martech trap" of the illusion of only short term attribution metrics. Embrace AI and remember the human factor is as impactful as ever. "AI can absolutely build on what exists, but you still need people to imagine what doesn't." The bottom line is playing the long game with your brand strategy. This episode has been sponsored by Meter. Head to meter.com/marketimpact to learn more.
Metric Sherpa Head of Education and Enablement Nate Brown shares why even in an AI world, real customer interactions matter in creating lasting loyalty. Let AI handle the data, the context and the history, but then make a real customer connection. "It's not about the broken base, it's about making beautiful living spaces for moments that matter." Motivate your employees by showing them the impact they're making with customers by "putting the fish on the dish," sharing the raw truth of what customer think without manipulation or narrative building. At the end of the day, the right choice is to be a servant challenger who breaks the status quo and helps wake customers up from bad assumptions. But are you doing it in a kind, edifying way? "Be an architect of hope. When you can unlock hope inside of people and inside of your customers, you become a force to be reckoned with."
Market Impact Insights
Acquia VP Brand Strategy & Creative Shawn Perritt shows how B2B brands can die a slow death when you are constantly playing it safe. It's risky being boring, and smart leaders are always working on improving their creative fitness and not falling into a "martech trap" of the illusion of only short term attribution metrics. Embrace AI and remember the human factor is as impactful as ever. "AI can absolutely build on what exists, but you still need people to imagine what doesn't." The bottom line is playing the long game with your brand strategy. This episode has been sponsored by Meter. Head to meter.com/marketimpact to learn more.
