Marketing is changing fast, and AI is leading the charge. In this episode, Catherine Reed, Senior Marketing Director at SAP, joins Dom Hawes to discuss how AI is reshaping marketing operations. Catherine draws on her research into bias in AI to offer practical advice for marketers.
Discover the benefits of account-based marketing (ABM) and how AI-powered customer scoring helps teams focus on the most promising leads. Learn how to tackle the challenges of bias in AI systems to use these tools responsibly and effectively.
What you'll learn:
• Ways to make your Martech stack work smarter with AI.
• Why addressing bias in AI is crucial for marketers.
• Practical steps to start using AI tools, even if you're new to them.
• How data can strengthen collaboration between sales and marketing.
Take the first step toward smarter marketing today.
Links:
Full show notes: https://unicorny.co.uk
Catherine Reed: https://www.linkedin.com/in/catherinellreed/
Sponsor: https://selbeyanderson.com
00:38 Introduction to Catherine Reed
03:06 What is account scoring?
13:02 AI in Marketing
18:04 Incorporating AI into your strategies
23:53 Bias in AI: what marketers need to know
#marketingai #accountbasedmarketing #salesalignment #aibias