With AI tools being introduced at a frenetic pace by both martech providers and advertising platforms, it’s time to stop and ask one crucial question: Is AI making marketing easier?
In this episode of Conversations with MarTech, Malinda Sandman, global vice president of marketing at Typeform, discusses how AI is reshaping the landscape for B2B and B2C marketers.
This conversation delves into why AI may actually make marketing more difficult in the short term due to the move to a “clickless” environment, how marketing teams can avoid the “garbage in, garbage out” trap of AI tools, and why having more data doesn’t necessarily mean knowing your customer.
Malinda also shares how Typeform uses AI to conduct scalable customer interviews and bridge the gap between B2B and B2C insights.
Key topics covered
- Is AI in paid advertising platforms a net positive or a net bad?
- Human-centered creativity and AI scalability: Avoiding homogeneous outcomes
- Because 97% of marketers use AI, but lead follow-up still lags
- Does your marketing team actually have “enough” data?
- “Always On” research: collecting customer feedback in 24 hours
- Connecting B2B and B2C marketing mindsets using video feedback
- The biggest lie in marketing: because more data ≠ knowing the customer
Episode guide
00:00 Introduction
00:40 Meet Malinda Sandman
1:27 Has the explosion of AI tools been good or bad for marketing?
5:03 Where should marketers spend their energy in the age of artificial intelligence?
7:11 “Marketers don’t necessarily have a data problem, they have an action problem.”
8:34 The “next million dollar thing to solve.”
9:37 Fundamental marketing problems that AI hasn’t addressed.
1.25pm What works for the Typeform marketing team?
4.59pm What’s the biggest lie the marketing industry tells itself?
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