In this episode, Joe Peters and Andy Caron discuss 15 trends to watch in 2024. The themes covered include data ops, shifting from a database marketer to a data-based marketer, the rise of customer data platforms (CDPs), tools and data platforms, AI content and campaign effectiveness, unique content, noise and campaign effectiveness, death by inbox, mini AI hype cycles, AI agents, RAGs and AI hallucinations, AI optimization vs search engine optimization, leadership in AI, the lagging curve of efficiency recognition, and expecting more from even less.

Takeaways

• Data ops will become a defined discipline, with teams hiring specialists to focus on data completeness and health.
• The focus will shift from database marketers to data-based marketers, with a greater emphasis on the data itself rather than lists of people.
• CDPs will become the central core platform for housing and coordinating marketing and business data.
• Investing in tools and platforms like Snowflake and Syncari will be important for managing and connecting data.
• AI-generated content will become more prevalent, but unique content will be essential for breaking through the noise.
• Efficiency gains from AI adoption may take time to be recognized and recalibrated.
• Leadership in AI and the role of MOPs in guiding AI initiatives will be important.
• Expectations will increase for AI performance and results, even with limited resources.

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— Chapters 00:00 Introduction 02:24 Data Ops 03:53 Shifting from Database Marketer to Data-Based Marketer 05:23 Rise of CDPs 06:31 Tools and Data Platforms 09:46 AI Content and Campaign Effectiveness 11:39 Content Innovation and Unique Content 13:07 Noise and Campaign Effectiveness 14:19 Death by Inbox 15:01 Mini AI Hype Cycles 17:18 AI Agents 18:49 RAGs and AI Hallucinations 21:57 AI Optimization vs Search Engine Optimization 23:26 Who's the Sheriff? Leadership in AI 25:29 Lagging Curve of Efficiency Recognition 36:23 Expecting More from Even Less 44:23 Pairings: Joe's Album & Andy's Book 50:00 Conclusion

We're covering Google introducing Gemini to mixed review; highlights from HubSpot's November release updates; best practices for executable campaigns; HubSpot's 6 best practices for AI transparency in marketing; IBM, Meta and 50 other organizations launch alliance to challenge dominant AI players; over 2,000 new martech tools were introduced in the last 6 months; and more. This week Joe is joined by VP of Consulting and Partnerships, Matt Tonkin. Plus stick around for Pairings, where Joe and Matt share their album and beer of the week.

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We made you something special! This week we're covering the idea that MQLs are overrated; more than half of generative AI adopters use unapproved tools at work; how to craft good OKRs and KPIs for B2B companies; the MOPs AI Advisor custom GPT to help MOPs teams develop AI principles and use cases that align with culture and goals; AI-powered digital colleagues are here — some 'safe' jobs could be vulnerable; and we wish a happy birthday to Chat-GPT.  This week Joe is joined by Lauren McCormack, VP of Consulting at RP. Plus stick around for Pairings, where Joe and Lauren share their album and coffee of the week. Don't miss it! —

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