Selling AI to the skeptics with Heidi Malden

Not long ago, companies resisted adopting analytics. Now it’s table stakes. AI is next, but we’re still in the messy middle. So how do you market when your audience isn’t fully ready yet?Heidi Malden, Head of Americas Marketing at Pigment, gets real about what it takes to market an AI-driven company when your buyers are at very different stages of adoption. Heidi shares how she's building pipeline, stretching budgets, and keeping up with a market that changes every single month. In this episode, you'll learn:How to position AI without overwhelming or alienating your audienceThe shift from SEO to AI-driven discovery (GEO)Where to spend your time and budget as AI changes everythingHighlights: (00:00) Meet Heidi Malden(04:52) Tailor your messaging for each persona(07:21) Adopt AI or get left behind(11:20) Brand awareness comes from GEO, not SEO(16:17) Keep a lean but efficient tech stack(21:06) Why relationships still close dealsResources: Heidi's LinkedIn: https://www.linkedin.com/in/heidimalden Pigment website: https://www.pigment.com Letter AI website: https://www.letter.ai Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/