How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54

Matt Heinz, the President of Heinz Marketing, is a top 50 Sales & Marketing Influencer and a prolific thought leader in the B2B marketing space. Matt digs into why B2B marketers should invest more in brand as the AI Age progresses, whether the Chief Marketing Officer should report to the Chief Revenue Officer, and why B2B marketers are so terrible at naming products and concepts.

Also, Craig ponders the meaning of parabolas, Matt ranks the best men’s hair in B2B Marketing, and Producer Sam gets confused by Craig talking about bats.

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Critical Takeaways
Develop a structured approach to AI adoption in Go-To-Market strategies. Instead of engaging in 'random acts of AI,' organizations should create an accountability chart detailing which jobs are better suited for machines and which require human intervention.
Personal connections and credibility can differentiate a brand in a noisy market. Efforts should be made to maintain and build these relationships alongside leveraging scalable technology.
While marketing attribution is important, it should not solely focus on credit for past actions. It should be used to create a more predictable and reliable path towards future outcomes. Go to market teams need to look at attribution as a tool for driving the right behaviors and actions, rather than merely analyzing past performance.
Signals, including “intent signals”, need to be understood in context and not treated as immediate leads. Revenue teams should use signals to inform their understanding of where a prospect is in the buying journey, rather than assuming all signals indicate readiness to buy.

Chapters
00:00 Episode preview
00:30 Craig Goes Batty and Some Auction Antics
04:13 Introducing Matt Heinz, President of Heinz Marketing
08:07 B2B Marketers are Terrible at Naming Concepts, Products, and Strategies
19:16 Should CMOs Report Up to CROs in B2B SaaS?
22:03 Ranking the Best Hair Amongst Men in B2B & Matt Confesses to Rocking a Mullet
27:27 How Go-To-Market Teams are Using AI & Evolving Their GTM Strategy with AI
37:13 Trust & Personal Relationships are Differentiators in the Age of AI Marketing Tools
42:11 The Role of Data & The Cloud Data Warehouse in B2B Marketing

Epic Quotes
“ We shouldn't be guessing anymore, we should be using the agents to tell us how to improve right away” - Matt Heinz
“ If I have more noise and less time, who am I going to prioritize? It's the people I enjoy. It's the people I trust. It's the people I like. That's going to be a huge differentiator moving forward.” - Matt Heinz
“ I don't want anybody to think that I'm not down with intent signals. I'm down with signals because right now the hardest thing in the world to do is engage.” - Craig Rosenberg
“If you are looking for the solution in the tool, you're bound to fail.” - Matt Amundson

Connect with Matt Heinz
LinkedIn:   / mattheinz  
Website: https://www.heinzmarketing.com/

Shoutouts
Bat Tours in Austin: https://www.austintexas.org/things-to...
Bert Kreischer’s Raffle Story:    • King of the Raffle | Bert Kreischer | Razz...  
Coffee with Brent & Matt: https://www.heinzmarketing.com/events...
Joe Chernov:   / jchernov  
Jon Miller:   / jonmiller2  
Jon’s Episode: https://open.substack.com/pub/thetran...
Lars Nilsson:   / lanilsson  
Lars’ Episode: https://open.substack.com/pub/thetran...
Ted Purcell:   / tedpurcell  
Adam Robinson:   / adam-robinson-4b156810  
Adam’s Episode: https://open.substack.com/pub/thetran...
Anthony Kennada:   / akennada  
Chris Walker:   / chriswalker171  
Scott Albro:   / scottalbro  
Mary Meeker:   / mary-meeker-5823ba48  
Simbe Robotics
Mperativ
Brent Adamson:   / brentadamson  
Brent’s Episode: https://thetransaction.substack.com/p...

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Craig’s LinkedIn:   / craigrosenberg  
Matt’s LinkedIn:   / matt-amundson-91657236  

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