Gregory Kennedy on Unlocking B2B Marketing with AI: Navigating New Paradigms

In this episode of Create Like the Greats, Ross sits down with Gregory Kennedy from BrandZen shared some game-changing insights into the world of B2B marketing. Their chat revolved around Kennedy's report, "New Paradigms in B2B Marketing," unpacking crucial ideas resonating with marketers navigating the digital landscape. Gregory highlighted the transformative role of AI, the importance of optimism in online interactions, and the enduring relevance of classic marketing frameworks. 

Key Takeaways and Insights

1. AI-Driven Personalization as a Trend

The growing importance of AI-driven personalization in marketing strategies. Traditional methods like using first names are becoming basic expectations, and marketers need to explore the substantial opportunities that AI offers in tailoring content to individual consumers. This trend can lead to enhanced connections with customers and better overall campaign results.

2. Social Media Optimization

Gregory emphasized the essence of genuine audience engagement over mere social media clicks. While marketers previously focused on maximizing clicks, there is now a shift towards 0-click social media optimization. This approach prioritizes impressions and reach over click-throughs, leading to a strategic realignment that better fits current trends and audience behaviors.

3. The Value of the Funnel and AIDA

Despite emerging paradigms, the traditional marketing funnel and the AIDA framework (Attention, Interest, Desire, Action) continue to be valuable tools for marketers. Understanding these mental models helps marketers create effective copy and guide consumers along the buyer's journey with precision.

4. Brand Advocacy and Employee Participation

Gregory and Ross talked about the importance of brand advocacy and suggests that organizations should invest resources in measuring and promoting employee participation. Employee advocacy not only enhances a company's reputation but also benefits individuals' career growth and attracts customers, creating a win-win scenario for both the organization and its employees.

Resources 

New Paradigms in B2B Marketing - https://www.wearebrandzen.com/research/

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