How will Data and AI Shape the Future of Marketing

Jim Jackson, a passionate marketing leader, unveils many of his strategies behind effective marketing powered by data and told through story. On this episode, he discusses his journey in the field, what is exciting about marketing today, and gives advice to aspiring young marketers based on his 23 years of experience.

Excelling in the competitive world of marketing requires advanced data and analytics. The evolution of marketing data, tools, and channels has increased the ability for marketers to connect more personally with their audiences. 

Jim Jackson has been in the game for more than two decades, and he is now the EVP and CMO at Hewlett Packard Enterprise. His passion for the industry comes from a love for creative storytelling. He’s excited about the work he and his team get to do with everything from demand gen, product marketing, and ABM. On this episode of Future of Tech, Jim explains how he has reworked the digital advertising strategy at HPE, and why he is focused on engagement and partnerships. Plus, Jim talks about how marketing can be a catalyst for change inside of your organization and he encourages aspiring marketers to find what it is that they love about marketing and chase that. Enjoy this episode. 

  

Main Takeaways:

• Translating Data into Insight and Insight into Action: Having the numbers, aka the data, on what your customer is doing is great, but not helpful unless you have the context or story behind those numbers. A good marketer brings insight to those graphs and tables that you need to then make an informed decision about what to do to take action.  
• Story is everything: A good story does more than draw you in, at least according to Jackson. There’s also an emotional connection that helps people relate. That level of connection is powerful. Pair that ability to communicate, with a product or service that is solving problems and you’ve got an ideal situation as a marketer. 

Goal-Setting Strategies: An important piece to finding the right path is setting clear goals for yourself and setting a timeline for those goals. Without these two key pieces, you might just be talking or dreaming about your goals. Jackson recommends setting benchmarks at the one, three, and five-year marks to check-in and see how you’re moving toward those goals or not.

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