How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54
The Transaction
Marketing Terminology and Trends
This chapter critiques misleading terminology in the marketing industry, exploring the disconnect between terms like 'marketing automation' and their actual functions. The speakers evaluate the financial viability and hype surrounding various sales solutions, emphasizing the importance of understanding buyer signals. They also discuss the evolving relationship between marketing and sales leadership, particularly the implications of CMOs reporting to CROs in today's market.
Matt Heinz, the President of Heinz Marketing, is a top 50 Sales & Marketing Influencer and a prolific thought leader in the B2B marketing space. Matt digs into why B2B marketers should invest more in brand as the AI Age progresses, whether the Chief Marketing Officer should report to the Chief Revenue Officer, and why B2B marketers are so terrible at naming products and concepts.
Also, Craig ponders the meaning of parabolas, Matt ranks the best men’s hair in B2B Marketing, and Producer Sam gets confused by Craig talking about bats.
Critical Takeaways
- Develop a structured approach to AI adoption in Go-To-Market strategies. Instead of engaging in 'random acts of AI,' organizations should create an accountability chart detailing which jobs are better suited for machines and which require human intervention.
- Personal connections and credibility can differentiate a brand in a noisy market. Efforts should be made to maintain and build these relationships alongside leveraging scalable technology.
- While marketing attribution is important, it should not solely focus on credit for past actions. It should be used to create a more predictable and reliable path towards future outcomes. Go to market teams need to look at attribution as a tool for driving the right behaviors and actions, rather than merely analyzing past performance.
- Signals, including “intent signals”, need to be understood in context and not treated as immediate leads. Revenue teams should use signals to inform their understanding of where a prospect is in the buying journey, rather than assuming all signals indicate readiness to buy. This nuanced understanding can improve targeting and engagement efforts.
- Even as AI and automation take on more tasks, creativity and strategic thinking remain irreplaceable. Teams should focus on leveraging AI for efficiency while reserving creative and complex problem-solving tasks for human talent. This balance can drive innovation and maintain a competitive edge.
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Chapters
00:00 Episode preview
00:30 Craig Goes Batty and Some Auction Antics
04:13 Introducing Matt Heinz, President of Heinz Marketing
08:07 B2B Marketers are Terrible at Naming Concepts, Products, and Strategies
19:16 Should CMOs Report Up to CROs in B2B SaaS?
22:03 Ranking the Best Hair Amongst Men in B2B & Matt Confesses to Rocking a Mullet
27:27 How Go-To-Market Teams are Using AI & Evolving Their GTM Strategy with AI
37:13 Trust & Personal Relationships are Differentiators in the Age of AI Marketing Tools
42:11 The Role of Data & The Cloud Data Warehouse in B2B Marketing
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Epic Quotes
- “ We shouldn't be guessing anymore, we should be using the agents to tell us how to improve right away” - Matt Heinz
- “ If I have more noise and less time, who am I going to prioritize? It's the people I enjoy. It's the people I trust. It's the people I like. That's going to be a huge differentiator moving forward.” - Matt Heinz
- “ I don't want anybody to think that I'm not down with intent signals. I'm down with signals because right now the hardest thing in the world to do is engage.” - Craig Rosenberg
- “If you are looking for the solution in the tool, you're bound to fail.” - Matt Amundson
Connect with Matt Heinz
- LinkedIn: https://www.linkedin.com/in/mattheinz/
- Website: https://www.heinzmarketing.com/
Shoutouts
- Bat Tours in Austin: https://www.austintexas.org/things-to-do/outdoors/bat-watching/
- Bert Kreischer’s Raffle Story: https://youtu.be/EsCadHpBdkY?si=GDRoQpWQ9B1Z_55l
- Coffee with Brent & Matt: https://www.heinzmarketing.com/events/podcast-coffee-with-brent-adamson-matt-heinz/
- Joe Chernov: https://www.linkedin.com/in/jchernov/
- Steve Woods:
- Jon Miller: https://www.linkedin.com/in/jonmiller2/
- Jon’s Episode: https://open.substack.com/pub/thetransaction/p/building-trust-and-reputation-in
- Lars Nilsson: https://www.linkedin.com/in/lanilsson/
- Lars’ Episode: https://open.substack.com/pub/thetransaction/p/setting-up-successful-b2b-saas-sales
- Ted Purcell: https://www.linkedin.com/in/tedpurcell/
- Adam Robinson: https://www.linkedin.com/in/adam-robinson-4b156810/
- Adam’s Episode: https://open.substack.com/pub/thetransaction/p/asymmetrical-marketing-and-personal
- Anthony Kennada: https://www.linkedin.com/in/akennada/
- Chris Walker: https://www.linkedin.com/in/chriswalker171/
- Scott Albro: https://www.linkedin.com/in/scottalbro/
- Mary Meeker: https://www.linkedin.com/in/mary-meeker-5823ba48/
- Simbe Robotics
- Mperativ
- Brent Adamson: https://www.linkedin.com/in/brentadamson/
- Brent’s Episode: https://thetransaction.substack.com/p/reframing-b2b-sales-to-drive-buyer?r=3iae7z
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