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

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. If your business growth is constrained by the cashflow you need for inventory, advertising, or something else, Flex could provide you with an interesting growth lever.

The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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