GTM 83: Redefining Marketing with AI and Personalization | Amanda Cole

The GTM Podcast

Amanda Cole serves as Chief Marketing Officer, leading the execution of the company’s marketing strategy to drive further business demand and brand awareness. Amanda is a passionate marketing professional with more than 15 years of experience in helping SaaS companies build impactful brands, communicate differentiated value, and grow high-performing marketing teams. She previously served as the company’s Senior Vice President of Global Marketing, having joined in January 2021 through the acquisition of Exponea. Prior to joining Exponea, Amanda served as Vice President, Demand Generation at Blueshift, a Customer Data Platform, and before that served as Vice President of Marketing, Americas and Global Programs at Basware, a financial software company.
Discussed in this Episode:

• The challenges of personalization in marketing and the role of AI in addressing these challenges.
• Insights on the future of AI in marketing and the importance of storytelling in building impactful brands.
• Personal journey lessons learned, emphasizing the value of mentorship and the power of vulnerability.
• Advice on navigating a company rebrand and challenges the belief that marketing generates pipeline.
• The importance of being a support function for revenue teams and the need for marketers to focus on storytelling and emotional connection.

Highlights:
(05:11) Challenges of personalization in marketing.

(08:01) The role of AI in personalization.
(10:44) Regulations and ethical considerations of AI.
(16:04) The future of AI in marketing.
(19:32) Lessons from personal journey.
(23:09) Hiring and mentoring.
(28:21) Navigating a company rebrand.
(35:17) Shifting perspective on marketing's role.
(40:04) Challenging the belief that marketing generates pipeline.
(44:07) The power of storytelling in marketing.
(34:21) One thing revenue leaders believe to be true that Amanda thinks is bull$***.
(38:00) One thing that is working for Amanda in go-to-market right now.
Guest Speaker Links (Amanda Cole):
LinkedIn: www.linkedin.com/in/aelam/
Website: www.bloomreach.com/
Host Speaker Links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: thegtmnewsletter.substack.com/
Sponsor:
Today’s episode is sponsored by Flex, a finance super app built around a credit card with unique Net-60 day terms that enables businesses to make an investment today and pay it back 60 days later with zero percent interest.

The GTM Podcast
Features conversations with well-known tech executive, VC, and founders - the expert operators in the trenches who have ‘been there, done that’ to build some of the fastest-growing software companies. Every week, a guest joins Scott Barker to dissect their stories, revealing expert insights around what worked, what didn’t, and how things actually went down.
This podcast is produced by GTMnow, the media brand of GTMfund - sharing insight on go-to-market from working with hundreds of portfolio companies backed by over 350 of the best go-to-market executives. GTMfund is an early-stage VC fund focused on investing in the most exciting, up-and-coming B2B SaaS companies across the world. The LP network consists of VP and C-level Sales, Marketing, and Customer Success leaders from companies like DocuSign, Salesforce, LinkedIn, Snowflake, Okta, Zoom, and many more.
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