MarTech Podcast ™ // Marketing + Technology = Business Growth

Benjamin Shapiro and Matthew McGrory, Co-founder and CEO of Arwen AI, tackle a strategic question facing modern marketers: when launching an AI-powered social media strategy, should brands prioritize algorithmic optimization or influencer partnerships? Matthew leans toward influencer relationships, arguing that human endorsements carry more weight than trying to game ever-evolving platform algorithms. Benjamin offers a balanced view, framing influencers as a short-term growth lever and algorithmic strategies as a long-term brand asset—comparing it to the difference between paid media and SEO. They also explore the broader definition of influence, highlighting how founders, customers, and even case studies can serve as powerful credibility boosters.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Host Benjamin Shapiro and guest Matthew McGrory, Co-founder and CEO of Arwen AI, debate a fundamental marketing dilemma: should brands prioritize customer engagement metrics or brand visibility KPIs on social media? Matthew champions engagement as the core purpose of social platforms, especially for B2B startups operating on tight budgets. Benjamin offers a nuanced take, noting that brand visibility is essential for early-stage companies seeking awareness before engagement can follow. Their conversation explores how factors like company size, growth stage, and B2B vs. B2C models influence strategy, while also touching on creative, low-cost visibility tactics—like branded sun hats at Cannes Lions—that can boost presence without breaking the bank.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Host Benjamin Shapiro challenges Matthew McGrory, Co-founder and CEO of Arwen AI, to a playful rapid-fire round: name as many social media platforms as possible in 30 seconds. The result is a lighthearted exchange that underscores the generational and professional lenses through which people experience digital media. While Matthew humorously leans on his teenage children’s usage patterns, Benjamin rattles off a diverse list of platforms including TikTok, YouTube Shorts, Discord, Reddit, and more. This brief but lively segment highlights the expanding and fragmented nature of the social media ecosystem—an environment where staying current is both a personal and professional challenge.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this lightning round episode of the MarTech Podcast, host Benjamin Shapiro is joined by Matthew McGrory, Co-founder and CEO of Arwen AI, to break down the rapidly evolving role of artificial intelligence in social media marketing. Matthew describes the 2025 social media landscape as “fractured,” pointing to the overwhelming array of AI tools and niche use cases emerging across the industry. They discuss the challenges brands face in choosing the right solutions amidst a crowded market, the slow adaptation of large enterprises, and the opportunities startups have to deliver agile, targeted technologies. Listeners will gain insights into how fragmentation in AI and social media platforms can lead to both innovation and decision fatigue—and why flexibility and niche specialization are key for modern marketers.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of the MarTech Podcast, host Benjamin Shapiro sits down with Matthew McGrory, Co-founder and CEO of Arwen AI, to explore how artificial intelligence is transforming social media management. They discuss the growing importance of real-time brand engagement, the shift from broadcasting to conversational marketing, and how AI tools like retrieval-augmented generation are enabling personalized customer interactions at scale. Matthew shares insights into identifying meaningful social conversations, managing toxicity, and amplifying positive sentiment to drive brand engagement. Actionable strategies include leveraging sentiment analysis, implementing clear community guidelines, and combining AI with human oversight to maintain authenticity and protect brand reputation. Show NotesConnect With:  Matthew McGrory: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Founder & CEO of Harkey Group, Scott Harkey, delves into the intricacies of finding your niche market. Discover how identifying and targeting a specific market segment can lead to more effective marketing strategies and better business outcomes. Gain insights into the importance of niche marketing and how it can set your business apart in a competitive landscape. Show NotesConnect With: Scott Harkey: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Scott Harkey, Founder and CEO of THE HARKEY GROUP, shares his expertise on billboard advertising, blending creativity with analytics for impactful campaigns. He discusses the evolution of billboards, highlighting the rise of digital formats and the importance of data-driven strategies. Harkey addresses measurement challenges, showcasing innovative methods to evaluate effectiveness. Dive into the art of billboard design, emphasizing simplicity and engagement that can elevate marketing efforts across various industries.

Building a consistent brand voice is a growing challenge. Nataly Kelly, CMO of Zappi, shares how marketers can effectively encode their brand voice using AI tools. She discusses the disruption-worthy state of market research, explains how connected and continuous consumer feedback loops improve decision-making, and offers practical guidance on when AI should—and shouldn't—be used in content creation.Show NotesConnect With: Nataly Kelly: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Creating consistent brand voice across platforms is challenging. Nataly Kelly, CMO of Zappi, shares insights from co-authoring "Brand Global, Adapt Local" with Katherine Zobre. She explains how co-authoring benefits from complementary writing styles, discusses techniques for adapting personal writing to match a partner's tone, and demonstrates how collaborative writing produces more engaging content than solo projects.Show NotesConnect With: Nataly Kelly: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Balancing global brand consistency with local market relevance. Nataly Kelly, CMO of Zappi and co-author of "Brand Global, Adapt Local," shares strategies for encoding brand voice across markets. She explains how AI tools can maintain brand integrity while adapting to cultural nuances, and why the increasing global connectivity of consumers demands stronger alignment between global messaging and local execution.Show NotesConnect With: Nataly Kelly: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.