AI and Marketing: The Fundamentals Still Matter | Kristina Kroot on BeyondSaaS Ep 024

In this conversation, Jason Niedle speaks with Kristina Kroot, VP of Marketing at Mpathic, about the intersection of AI and marketing, the challenges women face in tech, and theinnovative solutions Mpathic provides in the healthcare sector. Kristina emphasizes the importance of human oversight in AI, the need for strategic marketingapproaches, and the significance of case studies and customer engagement in driving growth. They also discuss the current challenges in clinical trials and the necessity for flexibility in navigating market trends. Chapters00:00 Introduction to Mpathic and AI in Marketing04:28 Challenges for Women in Tech06:13 About Mpathic AI Solutions08:58 The Role of Marketing in a Startup11:27 Customer-Centric Marketing Strategies14:06 Metrics and Growth Challenges26:14 Navigating Market Changes and Trends Takeaways·       AI requires human oversight for effective use.·       Women-led businesses face significant investment challenges.·       Mpathic combines AI with human insights for analytics.·       Listening to sales calls is crucial for understanding customer needs.·       Flexibility in marketing strategies is essential in changing climates.·       Case studies build trust and demonstrate effectiveness.·       LinkedIn is a powerful tool for B2B marketing.·       Word of mouth is vital in the healthcare industry.·       Old school marketing methods can still be effective.·       Sales enablement materials should be strategic and relevant. Sound Bites"AI needs human oversight behind it.""Mpathic uses AI with human insights.""Listening to sales calls is crucial." KeywordsAI, marketing, women in tech, Mpathic, growth strategies, sales enablement, healthcare, clinical trials, lead generation, strategic marketing