162 Disruptive Marketing in the AI Era with Irshad Raihan

Summary

In this episode of Sales is King, Dan Sixsmith interviews Irshad Raihan, the VP of Product Marketing at FICO. They discuss the state of B2B marketing and the need for marketing to disrupt itself. Irshad shares his background and how he got into marketing, emphasizing the importance of storytelling and customer engagement. They also talk about the future of digital marketing, including immersive and interactive content, account-based marketing, and the role of AI. AI can help marketers understand customer behavior by analyzing vast amounts of data. It can assist in content personalization, predictive analytics, dynamic pricing optimization, lead scoring, and churn analysis. However, AI should be seen as an enabler, not a replacement for human decision-making. Marketers should focus on using AI to make their teams more efficient and effective, allowing them to innovate and provide better customer experiences. The consumption of marketing is changing, with voice search and platforms like TikTok and podcasts gaining popularity. Marketers should adapt their content to meet customers where they are. Marketing and sales alignment is crucial, and both teams should work together to build the sales funnel and achieve common goals. CMOs should pay attention to next-generation CRM platforms and data management to drive better insights and results. Success is defined by leaving a lasting impact and making a difference in the lives of others.

Takeaways

Marketing needs to disrupt itself and focus on inspiring, informing, and initiating customers rather than just selling to them.

B2B marketing should strive to provide B2C-like experiences by personalizing the brand, having an opinion, and engaging customers in a meaningful way.

The future of digital marketing includes immersive and interactive content, account-based marketing, and the use of AI for personalization and optimization.

AI has the potential to add more value than harm in marketing, but it requires careful consideration and application. AI can help marketers understand customer behavior by analyzing vast amounts of data

AI should be seen as an enabler, not a replacement for human decision-making

Marketers should focus on using AI to make their teams more efficient and effective

The consumption of marketing is changing, with voice search and platforms like TikTok and podcasts gaining popularity

Marketing and sales alignment is crucial for building the sales funnel and achieving common goals

CMOs should pay attention to next-generation CRM platforms and data management

Success is defined by leaving a lasting impact and making a difference in the lives of others

Chapters

00:00 Introduction and Background

08:42 Current Role and FICO's Focus

24:29 The Role of AI in Marketing

32:21 The Role of AI in Reducing Toil

43:10 Achieving Marketing and Sales Alignment

49:10 Defining Success Beyond Personal Achievements