The one one marketing workflow to build from scratch using AI

Campaign management still relies on manual, segment-based work. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to rebuild it with AI from scratch. He covers automating project scheduling and resource calendars, tracking completion across platforms, and moving from segment-based campaigns to true one-to-one personalization at scale. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and today I'm joined by Isaac Ferreira, the VP of Growth Systems and AI at Shift Paradigm, a business and growth partner helping organizations modernize their marketing technology, and also a sponsor of the Martech Podcast. Isaac has spent more than 25 years building systems across industries ranging from defense, healthcare, and enterprise technology. And today, he's going to share why marketers need to stop thinking about AI as a set of tools and start treating it as a new way to work. All right, if you could build one marketing workflow from scratch using AI today, which would you choose?

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  Oh, campaign management, project management, without a doubt.

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  Tell me in detail what you mean.

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  So there's a lot of tools out there today that we use for project management that take a whole bunch of manual input, right? But there's no reason you can't develop AI and the data necessary to go under it to say, let's schedule out everything that's required for this project on the, on the resources calendars. And once it's on the resources calendars, let's provide a way for them to track in a common place that's completion and update all the other platforms. And while we're doing that, let's understand what their utilization is. Like, there's processes inside of marketing that are just right for automation, that are pretty easy to get to right now with the tools that people have on site.

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  Yeah, for me, campaign management definitely is one of them. And this idea, this idea of personalized campaigns, I can go through, find my ABM target list, but then all of my marketing still tends to be very sort of segment-based, where I'm trying to push content out myself as opposed to this notion of one-to-one communication, an observation of what you're doing, here's a marketing piece of collateral specifically for you. And I could build all of those things. It's still a manual process for me to go to an agent, say, go to find this person, go create this marketing collateral, figure out what the right methodology for delivery is, track, monetize, track, optimize, and monetize. Campaign management, still a pain in the butt.

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  And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm. If you'd like to get in touch with Isaac, you could find a link to his LinkedIn profile or check out our show notes on martechpod.com. Or you could visit his company's website, which is shiftparadigm.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube, and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHereEverything.com.