Clara de Lima, Head of Enterprise Marketing at Function Health

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The Growth Wizards Podcast

Geoffrey Lugli

23 episodes

1 day ago

The Growth Wizards Podcast is the playbook for B2B GTM leaders who want smarter, repeatable ways to generate demand and build pipeline. Each episode breaks down how CEOs, CROs, and marketing execs drive growth — from top-of-funnel tactics and AI to thought leadership that converts.

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Clara de Lima, Head of Enterprise Marketing at Function Health

The Growth Wizards Podcast

19 minutes 44 seconds

1 month ago

Clara de Lima, Head of Enterprise Marketing at Function Health

Move Faster Together: AI-Ready GTM, Data Discipline, and Offline Wins with Clara De Lima

Summary

AI is everywhere in sales and marketing—but how do you move faster without losing brand, clarity, or alignment? Clara De Lima, Head of Enterprise Marketing at Function Health, shares a practical playbook for AI-enabled GTM. A zero-to-one B2B marketer, Clara explains how to build shared speed across teams, not just individual productivity. She covers embedding AI across your stack, creating an internal GPT to enforce brand/legal/product terminology, and tightening data infrastructure so marketing, sales, product, and post-sales can act on the same signals. You’ll hear why AI can overcomplicate messaging and make you sound like competitors—and how to counter with human taste, read-aloud edits, and rigorous testing. Clara also tackles the tougher top of funnel, advocating for high-touch offline plays (small events, dinners) that build real relationships and out-ROI many digital bets. She closes on what’s next: AI chat across tools, improved visibility, and why clean inputs still determine outcomes—plus her core leadership principle: bring your team along so everyone moves at speed.

Timestamps

[00:45] – Clara’s path to Function Health and leading zero-to-one B2B GTM

[01:49] – AI embedded in every GTM tool: new expectations and data deluge

[03:06] – Data in, data out: aligning marketing, sales, product, and post-sales

[04:49] – Brand guardrails: an internal GPT for tone, legal, and product terminology

[07:02] – Prompting in practice: AI as sounding board, audio prompts, and copy-editing

[09:28] – How AI reshapes GTM: team speed, testing discipline, and creative generation

[15:16] – Cutting through TOFU noise: offline relationship plays and ROI vs. digital

[18:12] – What’s next: AI chat across tools, visibility, clean data—and Clara’s parting advice

Takeaways

- Build a shared AI backbone: create an internal GPT with brand, legal, and product language.

- Tighten data infrastructure so GTM teams can test, learn, and act on the same insights.

- Use AI as a thought partner; prompt for critique, then apply human taste and read-aloud edits.

- Scale A/B tests on AI-generated creatives but enforce brand uniqueness to avoid competitor sameness.

- Balance the funnel with offline relationship plays (small events, dinners) that deliver outsized ROI.

- Prioritize team velocity over solo speed—share tools, context, and learning so everyone levels up.