GTM 107: Fueling Growth with AI-Powered Marketing Experiments | Adriana Gil Miner

Adriana Gil Miner is CMO at Iterable, the AI-powered customer communication platform. Passionate about customer engagement, her leadership has contributed to Iterable's success in helping brands like Redfin, Priceline, and Volvo deliver individualized, harmonized and dynamic communications at scale. Prior to her role at Iterable, Adriana held influential senior leadership positions at Tableau, where she significantly contributed to the company's remarkable growth from $250 million to over $1 billion, culminating in the successful Salesforce acquisition. Her leadership also left an indelible mark on Qumulo, a data storage startup, and Artefact, with its spinoff—10,000ft—acquired by Smartsheet in 2019. Gil Miner’s 20+ years of marketing experience span prominent names like American Express, Digitas, and Weber Shandwick.

Discussed in this Episode:

• Leveraging AI and ChatGPT for creative, high-volume ad testing and optimization.
• The importance of post-sale marketing and customer lifecycle management.
• Applying B2C marketing strategies to enhance B2B customer engagement and retention.
• Emerging B2B marketing trends, including SMS as a core communication channel.
• Building authentic influence through community, word-of-mouth, and organic channels.
• The declining relevance of traditional PR and analyst relations in the face of digital influence.

Highlights:
(13:45) Using ChatGPT to generate and test 300+ ads, breaking demo request records.
(20:25) The untapped potential of post-sale marketing and customer lifecycle in B2B.
(25:30) SMS predicted to become a key B2B engagement channel.
(29:56) Iterable's marketing team now has a dedicated expansion pipeline goal.
(33:39) One thing revenue leaders believe to be true that Adriana thinks is bull$***.(36:47) One thing that is working for Adriana in go-to-market right now.

Guest Speaker Links (Adriana Gil Miner):
LinkedIn: https://www.linkedin.com/in/agilminer/

Host Speaker Links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/

Sponsors:

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The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

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