The Global Discussion Architecting the Future of Marketing with AI with Lari Numminen Ep 175 - The Global Discussion
In this installment of The Global Discussion, Host Simon Hodgkins opened the floor to Lari Numminen, a maverick in the marketing domain and the visionary Chief Marketing Officer behind Generate+. Numminen's career is a rich tapestry woven from his initial forays within the hallowed halls of Google to his ascendance as a trailblazer in melding the realms of artificial intelligence with the intricacies of SEO for the B2B and SaaS sectors. His transition from conventional marketing tactics to the pioneering edge of AI application marks him as an innovator and a leading light for the future of digital marketing strategy.
Lari Numminen's story is not just about adapting to the digital age; it's about taking charge of using AI for marketing. Facing the challenges head-on as a CMO in the software industry, Lari has navigated the turbulent waters of securing funding and driving growth amidst economic uncertainties. Numminen's approach is leveraging AI, particularly chat-based models like ChatGPT, to revolutionize content creation and SEO strategies. "Out of a pure act of desperation," Lari says, "we started using ChatGPT... It opened up a completely new world for any creative artist or content producer." This tool became a game-changer for Lari and his team, allowing them to quadruple their content output without compromising quality, significantly boosting their SEO performance and online visibility.
One of Lari's key strategies involves becoming a topical authority rather than spreading efforts too thinly across unrelated subjects. By producing content that aligns with their expertise, Lari's team could stand out in a crowded market, even against giants like Microsoft or SAP. This approach and AI's efficiency enabled them to achieve a 22-fold increase in website traffic from Google within a year.
Furthermore, Lari emphasized the importance of prompt engineering in extracting the best outcomes from AI tools. By providing detailed context and continuously refining inputs, his team was able to generate highly tailored and compelling content. This iterative collaboration process with AI showcases the potential for technology to enhance human creativity and productivity.
As Lari transitions into a consulting role, he looks forward to helping other companies navigate the complexities of SEO and AI integration. His advice to marketers and business leaders is clear: Start experimenting with AI now. "There's never been a better time to start," he asserts, stressing that the journey with AI is just beginning, and the possibilities are limitless.
For those interested in connecting with Lari and learning more about his insights into AI and marketing, LinkedIn is the platform where he actively shares his knowledge and engages with the community. His journey underscores a pivotal shift in marketing—a move towards a future where AI augments our capabilities and opens new avenues for growth and innovation.
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