Unveiling Insights: Answers to Your Burning Questions from the Summit
Over 250 MarTech professionals & industry leaders professionals gathered at The MarTech Summit Manila focused on exploring the latest advancements in marketing technology. It’s an unparalleled opportunity for like-minded professionals to connect, exchange experiences, and discuss the latest trends and challenges. Now, welcome to our summit’s aftermath—Join us as we unravel the mysteries and shed light on the lingering questions posed to the brilliant speakers who captivated us during the summit!
Unanswered Q&A from The MarTech Summit Manila
Panel Discussion | [Future of Work] The Work of Marketing: How to Transform & Align Marketing Teams to be Future-Oriented & Digital-Ready
Speaker:
Jeffrey Pe Benito, Digital Marketing Director, Vertiv.com
❓For organizations that don’t see the importance of social listening and customer centricity in CX, what would you say is the first step in building this mentality?
Typically, he best way to get an executive team to listen is to tie initiatives to additional revenue, cost reduction, or risk mitigation. Start by leveraging tools to gather data and link CX metrics like Net Promoter Score (NPS), System Usability Scale (SUS), Customer Satisfaction (CSAT) score, or Task Success Rate (TSR) to key business outcomes like conversion rates, leads, and sales. Make compelling statements such as, “For every point raised in TSR, our conversion rates have historically increased by x%. For a UI project like this, it could result in y more orders.” When you align your boss’s key performance indicators with CX projects, it becomes easier for the organization to adopt a CX-oriented approach.
❓Can you share the best experience you had using AI-augmented human potential?
I have a webinar describing this in detail: Generative AI SEO: Mastering Speed, Scale, and Authenticity.
❓What are the key skills that future-oriented marketing teams need?
Future-oriented teams should understand the basics of large language models (LLMs) and prompt engineering. They need to assess their generative AI knowledge across different fields. For example, a team might have advanced generative AI expertise in SEO but limited knowledge of LLMs for web usability. Recognizing these trade-offs and optimizing the skill mix is crucial.
❓A June 2023 McKinsey report stated that generative AI (GenAI) would automate 60% to 70% of employee workloads. As a marketer, how can I stay up to date?
At a minimum, learn prompt engineering for ChatGPT, Gemini, and other large language models to understand their capabilities and limitations, including the occurrence of hallucinations despite prompt engineering efforts. If you have access to tools that integrate ChatGPT or Gemini technology, such as BrightEdge for SEO, experiment with them to see how they fit into your workflows.
❓Are marketers’ jobs at risk due to the rise of AI?
Yes, some jobs are at risk due to generative AI, while others will benefit from it. Some roles may not be impacted significantly. For instance, jobs focused on improving website tags for SEO might face disruption, whereas roles involving split tests for conversion rate optimization may not yet be affected. It’s crucial to understand which fields are most likely to be disrupted and how advanced your generative AI knowledge is in those areas.
❓Does the creativity of marketers still matter in the rise of AI?
Absolutely. Creativity and planning are essential for leveraging large language models and generative AI effectively. They matter even more today than they did before the launch of ChatGPT in November 2022.
Throughout the event, your inquiries ignited conversations and fueled our curiosity. Your engagement has truly enhanced the experience for all involved. For those unable to attend the live sessions or wanting to revisit the insightful discussions and presentations, we invite you to access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and grow together, fostering innovation and excellence in the ever-evolving landscape of marketing technology. We eagerly anticipate welcoming you back at future events. Of course, there are more exciting in-person events throughout the year, please visit:
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Last updated: Aug 2024
