What’s the impact of a controversial brand partnership, and how can brands avoid the pitfalls?
Why does the B2B space shy away from influencers, and what’s a better alternative?
And how can you build a brand that thrives in a world of AI and innovation?
We explore all this and more in today’s episode of GTM News Desk.
Adam Kaiser, VP Brand Growth and Marketing at
6sense, opens up about balancing brand integrity with innovation, using AI to enhance creative processes while maintaining the soul of the brand.
Jump into the action:(
00:00) Welcome to GTM News Desk
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02:05) The risks of controversial brand partnerships
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08:04) Why B2B brands should focus on credible insiders
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17:12) How AI can support brand authenticity
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20:24) Defining brand and its core components at 6sense
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23:36) The value of events and community in brand expression
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28:36) Adding “soul” and human touch in AI content
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37:51) Exploring the challenges of AI in video content creation
To hear Adam's insights on blending creativity with AI, hiring for curiosity, and building a high-performing team, check out the extended conversation on TACK Insider:
https://tackinsider.com/
What is GTM News Desk?
No BS news about B2B Go-To-Market.
This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.
Mark Kilens and Rachel Elsts Downey give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.
Mark and Rachel take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.