Humans of Martech

What’s up folks. As we close in on episode 100 and the end of this season, one episode that’s been on the list for a while now is revealing how we do our AI images. Most of the comments we get on our social posts aren’t “wow amazing content, love the CDP topics, I learned so much about email deliverability…” It’s usually “that cover art is SO cool, what’s the prompt that you use, what tool are you using for these amazing images?”So without further ado, let’s go behind the curtain and walk you through the process that we use to repurpose our audio only podcasts into long form blog posts packed with eye popping AI images.Of note, this is a highly visual episode so check out the blog post here for all the images: https://humansofmartech.com/2023/11/21/98-revealing-the-secret-prompts-and-process-behind-our-ai-images/Here’s today’s main takeaway: Ditch your raw transcripts and transform your audio podcast into a visually engaging blog with unique AI-generated images. Ditch lame stock images and learn how to use Midjourney for standout visuals that elevate your content and captivate your audience. But a word to the wise: these AI tools are addictive. Use them at your own peril.Agenda for the episode:How to turn your audio-only podcast transcript into a long form blog post that you can then repurpose for social sharesHow to get started with Midjourney, setting up your Discord server and adding key bots. Picking a consistent styleBring your blog post social shares to life with eye-popping images and make your podcast stand out with a unique cover art that matches your featured guestsHow to turn your audio-only podcast transcript into a long form blog postJT: Alright so Phil, we’ve been using Otter.ai to transcribe every episode after you’ve edited them. What’s the first step to converting that long not so great raw transcript into the polished blog posts we have on the site today?PG: Yeah so step number 1 involves our trusty friend ChatGPT. Here’s the prompt I start with:I’ll provide podcast transcripts with [guest name], and I want you to convert each Q&A into a blog passage. Third-person only. No fluff or weird words. Remove 'ums' and 'likes.' Each passage gets an H2 title and ends with a key takeaway. Ready for the first question and answer?So I go through our transcript, I copy paste the question we asked and I copy paste the answer from our guest. Here’s an example from our episode with Scott Brinker.Naturally, the output isn’t always perfect. You’re asking ChatGPT to turn your raw transcript filled with ‘ummms’ and ‘likes’ and probably has several mistranscribed words. So it’s always worth going through it and looking for issues. JT: Yeah that’s a super cool use case for ChatGPT, the output is usually pretty solid and it doesn’t always have that generic GPT signature or style to it because it starts with something vs just asking it to generate something from scratch. So do you move to generating images for each section now?PG: Not yet haha. I actually use ChatGPT to help me write a summary of the episode and suggest variations of titles as well. I start with getting a list of all the takeaways from each section and paste them all into Chat GPT and ask it to come up with a summary based on those takeaways.JT: Very cool… okay now are we ready to move on to Midjourney haha?Getting Started in MidjourneyFirst step here is creating a Discord account if you don’t have one already. Then you’ll want to create your own server so you can generate images in your own private channels. Then you join the Midjourney Beta on their site, that’ll get you invited to the Midjourney Discord server. You can check out the #getting-started channel in there to get some startup instructions. You can start seeing what others are building in any of the #newbie channels. But I prefer building in private so you can hit the ‘Show Member List’, click on the Midjourney bot and then add it to the server you just created. JT: So it’s free up to certain point right?PG: Actually since the Pope Francis in a puffer jacket earlier this year blew up their servers and they now require paid plans for all subscribers.Well worth the $10 to start playing around though. You just need to hit the /subscribe command in Discord and you’ll get a link to sign up. JT: One thing I find fascinating playing with DALL-E myself is that a lot of your illustrations and images have a crazy likeness to our guests. Are you gonna share the secret sauce behind that?PG: Yeah this is a bit of trial and error and I can drop some screenshots in the blog post version of this episode but it all starts with another Discord bot. It’s called Picsi.AI by InsightFaceSwap Bot.It’s a highly realistic portrait creation tool that you can use for free with their Discord invitation, or head over to Patreon to subscribe and access more features and higher usage limits.The creators are InsightFace.ai, an open source Python library that offers 2D and 3D face analysis. It efficiently brings together top-notch face recognition, detection, and alignment algorithms. It's designed for performance, both in training and deployment phases. Both research institutes and businesses stand to benefit from using InsightFace. Picking your styleJT: Another thing that lots of people comment on that I think is awesome about your art is how consistent it is. You can just tell that’s Humans of Martech. That’s something I’ve struggled with playing around in DALL-E rarely can I come up with two things using the same prompt that feel the same. How do you accomplish that?PG: Yeah picking your style in Midjourney is one of the most important steps. At first you want to experiment and play around with a variation of style prompts and once you have something you like. Save it. There’s probably thousands of styling permutations and combinations that can give you a pretty unique style. You can reference specific styles like cyberpunk, 8-bit, cubism, pop art. You can reference styles from video games like Zelda, GTA or Firewatch. You can also reference famous artists like Picasso, Davinci, Warhol, Kubrick and Tolkien. You can stick to real life and even reference specific cameras and lenses.I went through a bunch of my favorite ones in my virtual talk at MOPSapaloza all using the same prompt, be sure to check out the blog post for these images.Adding images to your blog postJT: So are we comfortable having you reveal the prompt?PG: Yeah I mean I dropped it at MOPSapaloza and on the Martech Podcast. But folks can also take one of our images and using the /Describe command Midjourney can spit out a prompt that’s probably close to what I use. I’ve settled on 3 recurring keywords in my prompt:Flat illustration: simple, two-dimensional elements and bright colors. It avoids gradients, shadows, and textures to achieve a clean and straightforward lookModern: characterized by simplicity, function, and clean lines. It avoids excessive ornamentation and often embraces new materials and technologiesGeometric: clean lines and basic shapes like squares and triangles. It's minimal, precise, and oft...

In this conversation, Darrell Alfonso, Director of Marketing Strategy and Operations at Indeed.com and author of the MarTech Handbook, dives into the evolution of StratOps in marketing. He discusses the balancing act between technical and strategic skills vital for career growth. Darrell emphasizes the transformative impact of no-code tools and the importance of product management in martech. He also explores challenges related to technical debt, effective knowledge sharing, and aligning marketing functions with broader company goals, all while maintaining a passion for the profession.

Summary: Sara offers practical advice for martech pros: emphasizing data literacy for informed marketing decisions, advocating simple attribution models in B2B contexts, and highlighting the balanced integration of engineering expertise in martech strategies. She underscores the significance of AI in automating tasks while stressing the importance of human-centric skills like communication in an AI-enhanced marketing world.What’s up everyone, on today’s celebratory 100th episode of the podcast, we’re incredibly pumped to chat with the legendary Sara McNamara, Senior Manager, Marketing Operations at Salesforce.About SaraSara got her start at Cloud on Tap as a Salesforce Pardot Marketing Automation Consultant where she completed 30+ Pardot implementations in under 2 yearsShe took her Ops talents to Cheshire Impact, a Select Pardot and Salesforce Partner before moving to an in-house Automation Manager role administrating 3 instances of PardotHer journey led her to a pivotal role at Cloudera, an open-source data platform for enterprise where she was quickly promoted to Senior Marketing Operations Manager after leading 2 enterprise MAP migrations in 6 monthsShe’s advised marketing leaders at companies like Google and PayPal on how to find and attract the best MOPs talentShe’s also a Member of 3 key communities; RevGenius, Women in Revenue and PavilionShe holds over 30+ licenses and certifications across popular martech and her work has been recognized by Pardot, Salesforce, Drift, and othersWhen Cloudera was on the exit ramp, Sara made a mega-move to Slack. As Senior Manager of Marketing Transformation & Innovation, she had a big job shaping things up at a massive scale But after a year of making waves, Salesforce swept in and bought Slack. That meant Sara's SFDC/Pardot hot takes and spicy industry insights came to an end But let's be clear: Sara's brilliance hasn't dimmed one bit. If you're navigating the murky waters of MOPs or crafting your own career path, she's your north star. She's not just a source of marketing knowledge—she's arguably the finest guidepost out there for career insightsSara thanks so much for making our 100th episode extra special and taking the time to chat with us 🙏🙏🙏The Importance of Acquiring Practical Data Skills for MarketersData literacy is essential for modern marketing. Sara discusses how marketers can improve these skills and foster a data-informed culture. She emphasized the importance of understanding data beyond the hype of AI, suggesting that while AI may eventually play a significant role in analytics, marketers must first clearly define their objectives and strategies.Sara's perspective is that marketing should be run like a business, with a focus on practical data skills tailored to the specific tools and needs of the business. She advises against getting bogged down in learning specific languages or tools unless they are directly relevant to one’s business environment. For example, learning Tableau is beneficial, but only if it aligns with the tools used in one's specific business context.The key, according to Sara, is for marketers to be sufficiently skilled in data to not rely entirely on analytics teams for basic questions like campaign effectiveness or budget allocations. This approach doesn't mean replacing data scientists but rather complementing their work by being able to independently handle high-level data interpretations. This self-sufficiency in data handling can significantly streamline processes and reduce dependency on centralized analytics teams.Sara also touched on the ability to scrutinize and trust the outputs of AI-driven analytics. In an era where AI is increasingly creating dashboards and reports, the ability to critically assess these outputs is crucial. Marketers need to develop the skill to not just accept these data presentations at face value but to evaluate their accuracy and relevance.Key takeaway: For marketers in the martech era, developing data literacy is less about mastering specific tools and more about understanding and applying data in the context of their specific business environment. This involves a balance of acquiring practical data skills, fostering a data-informed culture within teams, and being critical of AI-generated analytics to ensure accuracy and relevance.Why Attribution Should be Used as a Directional GuideMarketing attribution, particularly in the context of B2B enterprises, presents a unique set of challenges. Sara, drawing from her experience in enterprise-level marketing and consulting for smaller teams, shared her insights on this topic. She believes that attribution should be seen as directional rather than a definitive science. Despite the allure of discovering a 'golden path' to customer conversion, Sara's experience reveals that such a path is elusive.In her journey, she observed teams of data scientists dedicating substantial resources to unravel the mysteries of the perfect marketing attribution model. The revelation, however, was quite different from what was expected. Instead of a single path, a few key channels emerged as significant, with webinars being a standout. The realization that customers who converted often attended a webinar before making a purchase was a critical insight, guiding strategic investment in effective channels.Sara's philosophy revolves around the question, "Is the juice worth the squeeze?" In her view, excessive focus on perfecting attribution is not just futile but also comes with an opportunity cost. She advocates for prioritizing experiments in new channels and enhancing campaigns in known, directionally effective channels over obsessing about perfect attribution.Sara cautions against using attribution as a tool for justifying marketing's existence within an organization. She perceives this as a cultural or relational issue rather than one that can be resolved through data. When attribution turns into a tool for internal blame games, it fails to contribute constructively to organizational goals. She emphasizes the importance of addressing trust and relational dynamics first before relying on data to prove a point.Key Takeaway: Marketers should view attribution as a directional guide rather than an exact science. Focusing on proven channels and experimenting with new ones can be more fruitful than striving for perfect attribution. Additionally, it's vital to recognize that attribution is not a panacea for underlying cultural or trust issues within an organization.How to Pick a Marketing Attribution ModelSo practically speaking, how do you actually go about attribution? Is it first touch, last touch, influence on pipeline, incremental reporting and experiments, multi touch, marketing mix modeling, self reporting… or something else? Sara’s take on this question is a breath of fresh air. Attribution, as Sara notes, is not an exact science but a directional tool. Her experience reveals that while specific marketing channels, like webinars, can be influential in the customer journey, there is no single path that guarantees conversion. This insight is crucial for marketers who might otherwise invest excessive resources in seeking a definitive attribution model.Her practical philosophy, summarized as "is the juice worth the squeeze?", suggests that the effort put into perfecting attribution should be proportional to the benefits it yields. Rather than obsessing over perfecting it, she advises focusing on areas with a clear, positive impact, such as experimenting with new channels or strengthening the ones that show directional success. This approach aligns w...

What’s up folks, if you follow the show you know that we wrap up each conversation by delving into how our guests manage to juggle their personal and professional lives while maintaining their well-being and career success. Our most popular episode continues to be our compilation of insights on this very topic. Due to its popularity, we've decided to revisit this format and bring you a fresh perspective with new voices and reflections. I’ve categorized all 23 of our guests’ answers into 7 categories:Passion and meaningful workValues and prioritiesPhysical health and routinesCuriosity and learningAppreciating what we have nowGiving backRelationshipsMain takeaway: Balance is a continuous journey rather than a final destination, involving passion alignment, personal recharging, and appreciation of life's path, including those who accompany us along the way. And never underestimate the power of a well-timed 'no' to maintain balance and propel your journey forward.Igniting Passion and Finding Meaningful WorkLet’s start with the internal flame that motivates all else. 3 of our guests emphasized passion and finding meaningful work as the key to happiness and success.Harnessing Passion for Professional and Personal FulfillmentLucie De Antoni, Head of Marketing at Garantmehttps://humansofmartech.com/2023/09/26/90-lucie-de-antoni-startup-alchemy-attribution/ The key to a fulfilling life, Lucie posits, is to weave one's passions into the fabric of their daily lives, both in personal and professional realms. While the notion might echo familiar sentiments, for her, it serves as the engine of daily motivation. This approach isn't about blindly following joy; it involves critical reflection and the transformation of lackluster experiences into positive ones.Lucie treats her engagement with AI not just as a job but as an integral part of her life's canvas, indicating a seamless integration of work with personal interests. This blend is increasingly rare in a world that often dichotomizes professional and personal life. Her strategy includes a pragmatic approach to time management, a learned skill that she has honed over her career. Lucie now exercises discernment in her work, asking whether late hours are truly necessary or if they encroach upon her personal time.Her journey towards finding balance has been iterative, a process marked by growth and the ability to prioritize more effectively than she could just months before. Lucie attributes part of this evolution to the people she surrounds herself with, suggesting that a supportive network can significantly influence one's ability to maintain equilibrium.Building a career that resonates with one's values is not without its challenges. Lucie acknowledges that recognizing one's strengths and facing obstacles head-on is essential, yet she also stresses the importance of choice. It's about alignment—ensuring that professional actions and personal values are in concert.Key Takeaway: True happiness emerges from the intersection of passion, self-reflection, and the prudent management of one's time and choices. Lucie’s experience underlines the importance of integrating personal passions with professional endeavors, the power of a supportive network, and the continuous journey towards balancing various aspects of life. In essence, fulfillment is about doing what you love, prioritizing what matters, and sometimes, having the wisdom to say no.Embracing the Momentum of Passionate WorkMichael Katz, CEO and co-founder at mParticlehttps://humansofmartech.com/2023/09/05/87-michael-katz-the-evolution-of-packaged-cdps/ At the heart of a fulfilling life, according to MK, is the enjoyment of one's endeavors. He prioritizes his roles not by societal standards, but by personal significance, with fatherhood at the pinnacle. His career, while varied and demanding, trails behind his family in his list of priorities. This clear hierarchy is the cornerstone of his contentment, allowing him to approach his other roles with a grounded perspective.MK's experience has taught him that the objective isn't merely to become adept at riding the rollercoaster of entrepreneurship but to reach a state where the highs and lows no longer dictate his emotional landscape. The concept of equanimity emerges as a desired state—one where external circumstances lose their grip on one’s inner peace. This is not an attitude of disengagement, but rather a refined approach to emotional investment in the business world.His philosophy is crystallized in a dinner conversation with a friend, echoing Lupe Fiasco's words. The common adage of pursuing happiness is, in his view, a misguided one. Instead, MK posits that the pursuit itself ought to be happiness. Finding joy, meaning, and growth in one's work is the real measure of whether one is on the right path. It's a subtle but profound shift from happiness as a goal to happiness as the journey.MK gauges his alignment with his work through his emotions—the excitement of starting a new week and the anxious drive at the week's end, fearing time was not maximized. The day these feelings invert is the day he’ll reconsider his commitments. This barometer of passion versus productivity serves as his compass, keeping him engaged in work that fuels rather than drains him.Key Takeaway: Defining success on your own terms involves identifying what brings you intrinsic joy and pursuing it with relentless passion. MK’s reflections remind us that true happiness in our professional lives is achieved when we relish the journey itself, not just the milestones along the way. When work aligns with our values and excites us consistently, we find ourselves exactly where we need to be.Harnessing Passion as the Antidote to BurnoutJuan Mendoza, the CEO of The Martech Weeklyhttps://humansofmartech.com/2023/07/04/78-juan-mendoza-the-ethics-of-generative-ai-trust-transparency-and-the-threat-of-dehumanization/Juan draws his inspiration from an unconventional yet stirring source—Steve Irwin, the iconic Crocodile Hunter. Irwin's fervent commitment to wildlife conservation becomes a beacon for Juan, illustrating how unwavering passion can fuel both happiness and success. Like Irwin, Juan is energized by a mission that transcends mere occupation; for him, it's about making sense of the tangled web of technology and marketing, aiming to illuminate paths for others within this intricate maze.Juan's dedication to his work keeps him up into the wee hours, not out of obligation but from a deep-seated enthusiasm for discovery and education. This zeal parallels Irwin's approach, who was not merely a television personality but a fervent educator and conservationist. Juan recognizes that to be successful and fulfilled, one must be driven by a cause that ignites a “red hot passion,” much like the one that powered Irwin's every action.The notion that such passion is “kryptonite to burnout” encapsulates Juan's philosophy. It's this intensity that sustains him, allowing for extended work hours without the usual fatigue. However, he doesn’t neglect the fundamentals—adequate sleep, healthy eating, exercise, and maintaining relationships. These are the building blocks that support the demands of a passiona...

The podcast discusses Google's new spam guidelines for email marketers, emphasizing the importance of maintaining a low complaint rate. It explores the potential consequences of not following the guidelines and the impact on email marketers. The podcast also delves into decoding email marketing acronyms, understanding spam vs. unsubscribe, and the need for authentic human connections in marketing.

What’s up folks, today we’re joined by Lauren Aquilino, Founder & Principal Consultant @ EMMIE Collective.Summary: The essence of Lauren’s message transcends the specifics of MOPs; it's about the symbiosis between finding work that resonates on a personal level and the professional ecosystem that supports it. This is where fulfillment is found, and where problems are not just tasks but puzzles that invigorate the marketer. Her advice was not mere commentary but a call to action for marketing professionals to document their victories, engage with communities, and redefine the value of mops within their organizations, ensuring that the role is not just sustained but celebrated for its strategic importance.About LaurenLauren started her career as a Campaign Manager at Hyland, an enterprise content service provider where she spent 5 and a half years working her way up to Marketing Analyst and later Team Lead of the Demand ProgramsShe later took on the role of Marketing Automation Operations Manager at GE where she owned Marketo and set the global marketing automation strategy across other martech tools as wellIn 2017, Lauren left the in-house world and joined the dark side of agency at Revenue Pulse as a Principal Consultant. There she would become a 2x Marketo Champion and Certified Expert as well as a Salesforce Certified AdminAfter taking a career break as a Covid-era homeschool teacher and wrangler of a fearless toddler and attempting to open a coffee shop in a dilapidated 1840s church, Lauren became a yolopreneurAugust 1st 2022. She joined forces with the acclaimed Sydney Mulligan to launch EMMIE CollectiveEMMIE is a for-hire network of marketing Ops and Sales Ops freelancers with big tech energyShe’s also the cohost of Pretty Funny Business, Lauren’s nonsensical playground brand for the hell of it, a hilarious new podcast with the top marketing and MOPs prosThe Accidental Genesis of EMMIE CollectiveWhen Lauren delved into the creation story of EMMIE Collective, she shared a narrative that many entrepreneurs can resonate with—success often sprouts from the seeds of adversity. Lauren’s journey began not with a deliberate intention to start a martech freelancer network but as a response to the upheaval of COVID-19. The decision to step back from her role at Revenue Pulse was pivotal. Faced with the complexities of juggling work and a young family under the constraints of a pandemic, Lauren sought to keep everyone on one schedule. This pursuit of work-life balance inadvertently set the stage for EMMIE Collective’s inception.The ambition to purchase a church, a dream stemming from Lauren's passion for creating a communal third space, ironically nudged her back to work. Subcontracting for a friend in unfamiliar territory with Pardot became a catalyst for growth. Lauren’s adaptability and openness to learn were instrumental, emphasizing that it’s not the tools that define success, but the fit for the business and the individual’s capability to harness them effectively. What started as a solo venture quickly evolved, and Lauren found herself at the helm of a growing consultancy.Lauren’s story highlighted the organic nature of EMMIE Collective's expansion—how one client led to another, and how one consultant brought in another, embodying the adage of building the airplane while flying it. The addition of Sydney to the team was serendipitous, aligning perfectly with the needs of the collective. Her reputation and skills added significant value, illustrating the strength of forming strategic alliances based on mutual respect and opportunity.Key Takeaway: EMMIE Collective stands as a testament to the unexpected paths that lead to entrepreneurial success. It serves as a sanctuary for those who’ve grown weary of the corporate grind, offering a collaborative network that thrives on flexibility, respect, and mutual growth. Lauren’s experience is a reminder that sometimes, the best outcomes arise from the most challenging situations, and that embracing change can pave the way for unforeseen opportunities.The Multifaceted Benefits of Side Hustles in MarketingWhen Lauren was asked about the impact of side hustles on her career, she offered an insightful perspective that extends beyond the conventional wisdom. She champions the idea of side hustles not merely as additional streams of income but as avenues for personal fulfillment and professional development. Lauren's stance is that side hustles should be passion-driven endeavors, aligning with one's interests, such as yoga in her example, to ensure they serve as a complement rather than a detractor from one's quality of life.Lauren’s experience underlines the necessity for marketers to cultivate interests outside their core job, especially when their work is highly technical and the threat of feeling replaceable looms. In her view, this sense of replaceability is exacerbated when one's day job lacks a deeper sense of purpose or is entrenched in a profit-driven environment. Side hustles, therefore, can act as a counterbalance, offering a sense of uniqueness and value that one’s primary occupation might not provide.Moreover, Lauren's reflections on EMMIE Collective’s business model reveals the value of side hustles in creating a flexible work ecosystem.The collective’s freelancers, including a standout Salesforce admin named Nikki who also runs a skincare business, demonstrate that a side hustle can sometimes become the main hustle. This fluidity showcases how side hustles can evolve and adapt to one's changing career aspirations and personal goals.Key Takeaway: Lauren's discourse invites marketers to reassess the role of side hustles in their lives. It's not just about having a secondary job; it's about finding joy and purpose outside of one's primary employment. Side hustles can enhance skills, diversify income, and most importantly, provide a fulfilling escape from the replaceable nature of technical roles. For those looking to embark on such a journey, Lauren suggests seeking out passions that could lead to professional opportunities, creating a harmonious blend of work and personal satisfaction.EMMIE Collective's Answer to In-House Marketing StabilityLauren discussed the unique challenges in-house marketing teams face and how EMMIE Collective addresses them with its network of consultants. Her insights delve into the nuanced struggles of businesses desperate for stability in their marketing operations. Contrary to what one might expect, Lauren finds that clients are often open to the collective's unconventional setup, likely due to the network's reputation and the trust it engenders.The drive for stability is at the forefront of client concerns, especially as the market continues to wobble between a surplus of talent due to layoffs and a drought caused by high turnover. Lauren’s collective steps into this breach, not just offering expertise, but also a promise of consistency that's hard to find in the volatile job market. Where companies are grappling with the financial and operational repercussions of high turnover, EMMIE Collective provides a team that can absorb these shocks.Clients have embraced the collective’s model, finding comfort in the assurance that their operations will continue unimpeded, even if an individual consultant moves on. This safety net is particularly valuable in specialized areas where training and expertise are not easily replicated. Lauren shared an anecdote about a client who, instead o...

Natalie Miles, Head of Marketing Technology at Chime, brings a wealth of experience from her background in financial counseling and marketing operations. She discusses the crucial role of generalists in breaking down data silos and fostering collaboration. The conversation dives into the complexities of building versus buying a tech stack, emphasizing the importance of including engineers in the decision-making process. Natalie also shares insights on choosing a composable Customer Data Platform for effective personalization and the vital role of team culture in successful marketing strategies.

This podcast explores the debate between packaged and composable Customer Data Platforms (CDPs) and the trade-offs between out-of-the-box functionality and tailored flexibility. The eight components of a CDP are discussed, as well as the advantages and disadvantages of composable CDPs. The complexity of the customer journey and the importance of consolidating data and messaging channels are also explored. The significance of ease of use and integration in a CDP is emphasized, along with the value of an integrated platform with seamless workflows.

What’s up folks, today we’re joined by Ryan Gunn, Director of Demand Gen & Marketing Ops at Aptitude 8.Summary: HubSpot is not just a user-friendly CRM but also a forward-looking tool in the rapidly evolving world of AI and martech. While it's not a substitute for a dedicated data warehouse for complex queries, it serves well as a real-time connector to other systems via CRM cards. Gaining practical skills from HubSpot's developer portal is critical—certifications alone won't cut it. If keeping up with martech changes overwhelms your in-house team, specialized consultancies offer a reservoir of constantly updated expertise. Sound documentation serves as the bedrock of your internal processes, setting you up for long-term success. Don't just read about it; listen to the podcast episode for deep, actionable insights into leveraging HubSpot for AI integration and data quality.About RyanRyan started his career by getting his feet wet freelancing in design and social media projectsHe took on the role of Inbound Marketing Account Exec at Boyle public affairs where he got to wear a bunch of different marketing hats, including his first taste of HubspotHe later became Senior Digital Marketing Manager at WealthForge, a fintech company where he owned marketing automation and lead genRyan the took on the challenge of Head of Marketing at Array, an event technology startup where he built their marketing department from the ground up in two yearsToday, Ryan works at Aptitude 8, an Elite HubSpot partner consultancy where he started in a client facing consulting role helping clients with big hairy migration projects like migrating Marketo and Pardot into Hubspot and marketing attribution projectsToday he’s Aptitude 8’s Director of Demand Gen and MOPs responsible for growing the consultancy’s services business and brand awarenessHubSpot's Emerging AI Landscape and Market AdoptionWe started by asking Ryan about his experience with HubSpot's new AI tools and their current usage in the market, he offered a comprehensive view. HubSpot is rolling out two significant tools: Content Assistant and ChatSpot. Content Assistant serves as an internal ChatGPT, letting users draft blog posts or emails directly within HubSpot's interface. ChatSpot, while more complex, operates as an external system linked to your CRM data, generating reports through natural language prompts.However, these tools are still in the nascent stage. Ryan revealed that the implementation rate is relatively low at this point. Despite the curiosity among clients to explore these features, the tools haven't fully integrated into business processes yet. But don't let that deter you; HubSpot is ahead of the curve in the AI game. According to Ryan, HubSpot has already laid out a roadmap for AI-based tools that will extend far beyond just Content Assistant and ChatSpot. We're talking about reporting assistants, automation assistants, and even an AI-powered website builder.This isn't a mere extension of existing features; it's a reimagination of what a CRM can be. HubSpot is not stopping at providing the basic CRM tools; they're layering AI functionalities on top, touching every aspect of their platform. While current adoption may be slow, Ryan sees this as an indicator of an inevitable, transformative change in how businesses will interact with CRMs.Key Takeaway: The adoption rate of HubSpot's new AI tools may be in its infancy, but that's more a function of market readiness than a comment on the tools' potential. With an expansive AI roadmap, HubSpot is setting the stage for a future where AI isn't just an add-on; it's intrinsic to the CRM experience. It's worth keeping an eye on HubSpot's next moves, as they'll likely set the pace for the industry.The AI Integration Dilemma for Emerging Tech FoundersWhen Ryan was asked about the hesitation some tech founders have regarding AI integration into their products, his stance was unequivocal: it's early days, but progress is rapid. A mere six months ago, AI was barely a blip on most of our work radars. Now, it's becoming integral. Founders find themselves at a crossroads, forced to make a pivotal decision. Either integrate AI into their software or offer the option to connect their software with AI tools via third-party platforms like Zapier.But this isn't a decision to make lightly. According to Ryan, it boils down to whether the company aims to be a comprehensive platform or a specialized point solution. Opting for the latter means the pressure is on to excel in that niche. If they don't, larger platforms like HubSpot are poised to scoop up those features, layer AI functionalities over them, and package it as a part of their already established CRM systems. These integrated solutions may not be better, but they offer convenience by residing in an ecosystem clients are already invested in.So what's the crux of the issue? To integrate or not isn't just a technical decision; it's a strategic one that could define a company's future. Choose to stay specialized, and you need to be the best in that realm to stay relevant. Integrate AI, and you may not outshine the giants, but you become a part of a broader, rapidly evolving landscape.Key Takeaway: Hesitation to integrate AI into your product could lead to missed opportunities. You're choosing between being a specialist in a niche or part of a wider, faster-evolving tech ecosystem. Each has its merits, but understand this: indecision is a decision in itself, and the pace of AI development waits for no one.The Vital Role of Data Structure in AI AdoptionWhen Ryan was asked about the practicalities of implementing AI tools in CRM systems like HubSpot, he was quick to pinpoint the critical role of data structure. It's simple: your AI experience is only as good as the data you provide. If you've got a shaky foundation, don't expect the sophisticated algorithms to correct your mistakes. AI isn't a magic wand that turns bad data into insightful outcomes; it's a magnifier that accentuates the quality—or lack thereof—of your existing information.This isn't a new phenomenon. Ryan compares the situation to current reporting structures within organizations. How many times have you heard, "I don't trust this report" or "These numbers aren't right"? Often, the blame doesn't lie with the reporting tool but with the underlying data or its flawed structuring. Just like you wouldn't blame a mirror for how you look in the morning, pointing fingers at AI for poor results steers the attention away from the actual culprit: bad data.This brings us to an important realization: if you're going to integrate AI into your processes, you need to take the time to audit, clean, and structurally organize your data. AI isn't forgiving; it doesn't make bad data better, it makes it obvious. And in the realm of business where data-driven decisions are pivotal, shoddy data is not just an inconvenience—it's a handicap.Key Takeaway: Before even thinking about adopting AI into your CRM or any business process, ensure your data is clean and well-structured. Anything less and you're setting yourself up for failure. AI amplifies the quality of your data; it doesn't fix it. Make this your first step in any AI implementation journey.The Tug-of-War Between All-In-One Solutions and Niche ExpertiseWhen asked about the consolidation of martech tools, particularly in platforms like HubSpot, Ryan offered a clear-cut viewpoint. The future belongs to either all-encompassing platforms or specialized point solutions catering to niche markets. There's a thinning middle ground, and if you're neither a giant like HubSpot nor focused ...

Summary: Skip the job title obsession and focus on work that matters to you. Learn from Tara's "The Sauce" model: pick the right channels and keep your promises for sustained engagement. Her social-first demand gen approach and simple yet creative hot sauce branding show how to resonate in today's martech scene. Use personal biases to create targeted campaigns and ignore buzzwords and rigid MQL definitions. Tara's strategy—act on active interest immediately—cuts through the noise and boosts efficiency. Whether it's career or marketing, it’s all about authentic, effective action.About Tara:Tara got her start in a communications role at Polar Mobile and later transitioned to focusing on inbound marketing at ScribbleLive, a live-blogging platform based in TorontoTara then made the move to martech joining the popular content experience platform Uberflip as Demand Gen Manager where she spent nearly 3 years and worked her way up to Director of Revenue MarketingShe later transitioned to a Senior Manager of Demand Gen role at Top Hat, a higher ed learning platformFor the last 2 years she’s been at Chili Piper, a meeting automation platform for demand gen teams where she started as Demand Gen Manager and has recently been promoted to Head of Demand GenAt Chili Piper she’s also the host of the acclaimed Demand Gen Chat podcast where she’s interviewed prominent guests from companies like LinkedIn, 6sense, Refinelabs and more!The Overrated Chase for Job Titles and the Importance of Aligning Career GoalsWhen asked about the variation in job titles on her resume, Tara offers insight that runs counter to conventional career advice. Tara's journey from a director-level position at Uberflip to managerial roles at Top Hat and Chili Piper wasn't about regressing; it was about finding her fit. At Uberflip, Tara experienced rapid promotions, roughly every six months, which led her to believe in the importance of titles. However, she realized that the titles often didn't correlate with her day-to-day responsibilities. In her first role, although under the umbrella term of 'communications,' Tara juggled between answering phones, booking CEO's travels, and setting up the company's first Twitter account. Titles can be deceptive.Tara also points out the dangers of chasing managerial roles for the sake of it. At Top Hat, her role morphed into what she describes as a "middle manager." While this was somewhat fulfilling in person, the transition to remote work revealed cracks in the facade. She found herself swamped in one-on-one meetings, feeling unproductive and unmotivated. Her realization led her to seek something that resonated more authentically with what she wanted to do.So, what is Tara's advice to those hesitant to take a perceived step back in their careers due to job titles? She underscores the importance of prioritizing what you truly value in your career over a title. In all her roles, irrespective of what the title implied, she never had to take a pay cut. Her guiding lights have been the people she wants to work with and learn from, not the titles she could acquire.Key Takeaway: The fixation on job titles can be a mirage, leading professionals down paths that may not align with their true career goals or personal happiness. It’s not the title, but the work and the people around you, that should guide your career decisions.People Manager or Individual Contributor: Choosing Your Marketing Career PathWhen asked about the viability of choosing to be an individual contributor over a people manager in marketing, Tara touches on a key decision point: personal motivation. If your prime motivator is financial gain, then pursuing a managerial role might offer the quickest route to that objective. However, if the allure of hands-on work, creativity, and constant learning excites you, Tara suggests thinking outside the conventional career ladder.Tara's current role, technically a people manager position, involves wearing multiple hats because her marketing team consists of just eight people. This underscores the variability of job titles and roles; what might be a managerial role in one setting could be a blend of individual contributions in another. Thus, titles can't be the sole determinant when choosing a career path.Tara emphasizes the need to introspect on what you truly enjoy doing day-to-day rather than obsessing over how your resume appears. She advises that those entering the field should experiment with both roles. Try out being an individual contributor and dabble in management, if possible, to get a real feel for where your interests and skills align.Key Takeaway: The choice between becoming a people manager or an individual contributor should hinge on your personal goals, be it financial or the type of work that genuinely engages you. Titles and job descriptions can be fluid, and what's crucial is aligning your career with what motivates you each day.Stepping Up to the Mic: How Tara Rejuvenated an Existing PodcastWhen questioned about her experience taking over as the host of the 'Demand Gen Chat' podcast, Tara gives an insider look into her decision-making process. She inherited the podcast from Kaylee, her then-manager, who had resuscitated it after a years-long hiatus. Under Kaylee and Nolan, the head of video and creative, the show saw significant improvements in production quality and gained momentum.Tara notes that when Kaylee left, the future of the podcast hung in the balance. Armed with firsthand data—Tara had been responsible for promoting the podcast and monitoring its performance—she saw a clear value in its continuation. Reception on platforms like LinkedIn was favorable, and the audience was growing. Given this, Tara felt it was crucial not only to keep the podcast alive but to continue its upward trajectory.Another aspect of Tara's decision was the composition of the Digital Team at that time, which consisted of just her. Despite discussions about other potential hosts, like co-founders, Tara felt it wouldn't be authentic to have someone not involved in day-to-day marketing activities take over the show. After all, the podcast was part of the demand generation strategy and it made the most sense for her to step into the role.Key Takeaway: Sometimes the best candidate for a job is already in the room, well-acquainted with the work's nuances and impact. Tara's decision to continue the podcast wasn't just a matter of filling a role; it was about recognizing the value the show brought and the audience it had built.Elevating a Podcast Game with Thoughtful Tweaks and AIWhen asked about how she managed to elevate the podcast, Tara offers insight into her cautious first steps and subsequent strides for improvement. Initially, Tara focused on not deviating too much from the existing format set by Kaylee, her predecessor. She recognized the value in the format that already had a solid fan following. Her primary concern was to keep the essence of what people loved about the podcast intact.The real game-changer came ahead of what they now call their fourth season. Tara and her team, including producer Nolan, took the opportunity to reassess and refine the podcast's elements. Rather than making sweeping changes, they concentrated on nuanced improvements like scripted outros and thoughtful intros. Tara takes the time post-recording to distill the essence of the episode, offering listeners upfront context, thus adding a layer of polish to the show.Another transformative factor was Nolan's use of AI tools, such as Opus, for post-production. Before the integration of AI, tasks like repurposing content for different platforms like TikTok were time-consuming and sometimes left undone d...