The marketing workflow that will disappear completely over the next 3 years

Most marketing campaign workflows will disappear within three years. Brendan Farnand, Co-founder and Chief Evangelist at Knak, spent the past year talking with over 100 enterprise marketing teams—including OpenAI, Google, Stripe, and AT&T—to learn where AI helps campaign production and where it breaks. He explains what separates companies experimenting with AI from the ones actually shipping better marketing, and how campaigns should function in the AI era. 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 ihereverything.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 talking with Brendan Ferdinand, the co-founder and chief evangelist at KNAK. Brendan spent the past year talking with more than 100 enterprise marketing teams, including OpenAI, Google, Stripe, and AT&T, to understand where AI helps, where it breaks, and what separates companies experimenting with AI from the ones that are actually shipping better marketing. And today Brendan's going to explain how marketing campaigns should function in the AI era. Last question for you. What's one marketing workflow you think disappears completely over the next three years?

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  Any handoff to a technical person or technical part of the process, I think, will be gone in the next three years. I think it's, you know, a lot of organizations that I'm seeing, it's already been eradicated. But, you know, if you look at marketers, what you hire them for, they are hired to be creative, to do amazing marketing campaigns, to make an impact on the audience that is meaningful to your products. And that doesn't involve any technical work, right? That, like, nothing in that job description is like, hey, you should have to know HTML

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  or amp script or how to, you know, manipulate a giant marketing automation platform that's overcomplicated. You know, those, those things will all be gone very soon, I believe.

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  Yeah, and let alone developers, a lot of enterprises that we bump into are still have developers, you know, working with marketers and all that kind of thing. And I think that will be completely gone in the next three years.

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  I was really hoping you'd say untargeted cold outbound emails, but I don't think that's going away anytime soon.

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  I wish. We all wish, but.

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  All right, Brendan, I appreciate you coming on, telling us a little bit about marketing campaigns and sharing your knowledge. And oh my God, you have five kids. You go get some rest, man.

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  Thank you. I gotta go open the pickle jar at home.

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  There you go. All right, that wraps up this episode of the Martech Podcast. Thanks to Brendan Ferdinand, the co-founder and chief evangelist at KNAK for joining us. If you'd like to contact Brendan, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his company's website, which is KNAK.com, K-N-A-K.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 visit us on YouTube and we'll be back in your feed every 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 ihereverything.com.