Launch Codes

In this episode, Joe Peters and Andy Caron discuss 15 trends to watch in 2024. The themes covered include data ops, shifting from a database marketer to a data-based marketer, the rise of customer data platforms (CDPs), tools and data platforms, AI content and campaign effectiveness, unique content, noise and campaign effectiveness, death by inbox, mini AI hype cycles, AI agents, RAGs and AI hallucinations, AI optimization vs search engine optimization, leadership in AI, the lagging curve of efficiency recognition, and expecting more from even less. Takeaways Data ops will become a defined discipline, with teams hiring specialists to focus on data completeness and health. The focus will shift from database marketers to data-based marketers, with a greater emphasis on the data itself rather than lists of people. CDPs will become the central core platform for housing and coordinating marketing and business data. Investing in tools and platforms like Snowflake and Syncari will be important for managing and connecting data. AI-generated content will become more prevalent, but unique content will be essential for breaking through the noise. Efficiency gains from AI adoption may take time to be recognized and recalibrated. Leadership in AI and the role of MOPs in guiding AI initiatives will be important. Expectations will increase for AI performance and results, even with limited resources. — Stay connected Subscribe to our monthly newsletter Read episode takeaways & transcript Listen to the Launch Codes playlist Visit our website Follow us on LinkedIn — Chapters 00:00 Introduction 02:24 Data Ops 03:53 Shifting from Database Marketer to Data-Based Marketer 05:23 Rise of CDPs 06:31 Tools and Data Platforms 09:46 AI Content and Campaign Effectiveness 11:39 Content Innovation and Unique Content 13:07 Noise and Campaign Effectiveness 14:19 Death by Inbox 15:01 Mini AI Hype Cycles 17:18 AI Agents 18:49 RAGs and AI Hallucinations 21:57 AI Optimization vs Search Engine Optimization 23:26 Who's the Sheriff? Leadership in AI 25:29 Lagging Curve of Efficiency Recognition 36:23 Expecting More from Even Less 44:23 Pairings: Joe's Album & Andy's Book 50:00 Conclusion

We're covering Google introducing Gemini to mixed review; highlights from HubSpot's November release updates; best practices for executable campaigns; HubSpot's 6 best practices for AI transparency in marketing; IBM, Meta and 50 other organizations launch alliance to challenge dominant AI players; over 2,000 new martech tools were introduced in the last 6 months; and more. This week Joe is joined by VP of Consulting and Partnerships, Matt Tonkin. Plus stick around for Pairings, where Joe and Matt share their album and beer of the week. — Stay connected Subscribe to our monthly newsletter Read the HubSpot AI guidelines Read episode takeaways & transcript Visit our website Follow us on LinkedIn

We made you something special! This week we're covering the idea that MQLs are overrated; more than half of generative AI adopters use unapproved tools at work; how to craft good OKRs and KPIs for B2B companies; the MOPs AI Advisor custom GPT to help MOPs teams develop AI principles and use cases that align with culture and goals; AI-powered digital colleagues are here — some 'safe' jobs could be vulnerable; and we wish a happy birthday to Chat-GPT.  This week Joe is joined by Lauren McCormack, VP of Consulting at RP. Plus stick around for Pairings, where Joe and Lauren share their album and coffee of the week. Don't miss it! — Stay connected ⁠MOPs AI Advisor - Your Custom GPT Read episode takeaways ⁠Subscribe to our monthly newsletter⁠ ⁠Learn more about RP⁠ ⁠Follow us on LinkedIn⁠

We have a new segment! Introducing AI Navigators, where we'll look at a different element of AI to help marketing ops professionals think through the challenges and opportunities within AI. In our inaugural segment, Joe and Andy discuss how to create a foundation of guidelines and principles for using AI in your organization. We also cover the continuing drama at OpenAI; how marketing ops can elevate campaign planning; weighing the differences between Marketo's Acquisition Program and lead source; what are the essential marketing ops skills of 2024; Amazon is launching AI school; doom scrolling - knowing when it's time to step away from the negative news; and more. This week Joe is joined by President, Andy Caron. Plus stick around for Pairings, where Joe and Andy share their album and book of the week. — Stay connected ⁠AI Principles and Guidelines Template⁠ Read episode takeaways ⁠Subscribe to our monthly newsletter⁠ ⁠Learn more about RP⁠ ⁠Follow us on LinkedIn⁠

We’re covering the drama at OpenAI and Sam Altman’s firing; Google and Yahoo make big changes to prevent spam complaints; the best way to break into Marketo if you only have Eloqua experience; the marketing ops function continues to grow in 2024; the growing AI wearable market with Rewind Pendant and Humane AI pin; YouTube will tell users when content was created with AI; and more. This week Joe is joined by VP of Consulting and Partnerships, Matt Tonkin. Plus stick around for Pairings, where Joe and Matt share their album and beer of the week. — Stay connected Subscribe to our monthly newsletter Read the takeaways Visit our website Follow us on LinkedIn

We’re covering the State of MOPs 2023 report from MarketingOps.com; HubSpot acquires Clearbit to enhance its AI platform; advice for developing a marketing ops plan; experimenting with personalized GPTs; AI will find you a job, says LinkedIn. This week Joe is joined by Lauren McCormack, VP of Consulting at Revenue Pulse. Plus stick around for Pairings, where Joe and Lauren share their album and coffee of the week. — Stay connected Read the takeaways Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn — Links The State of Marketing Operations 2023 Report (MarketingOps.com) HubSpot Picks Up B2B Data Provider Clearbit to Enhance Its AI Platform (TechCrunch) ChatGPT Got a 10X Upgrade (Decode) AI Will Find You a Job (Engadget)

Joe and Andy are recording from Anaheim, California this week at MOPs-Apalooza 2023! We cover the biggest highlights and our favorite moments including Scott Brinker’s keynote “A Martech Supercollision: Smashing Together AI, Cloud Data, & Composability,” Andy Caron’s presentation “The Meaning of Life, The Universe and Attribution,” how to speak the language of your CMO with Jessica Kao and David Alexander, self-care and productivity with Hana Jacover and the cost of bad data and the introduction of Data Ops with Ryan Vong. We also cover two major AI announcements with the debut of ‘Grok,’ Elon Musk’s new AI chatbot that mixes informative answers with witty personality, and the latest GPT enhancements from OpenAI.  — Stay connected The Hitchhiker’s Guide to Marketing Metrics & Attribution Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn — Links Elon Musk debuts ‘Grok’ AI bot to rival ChatGPT (CNBC) OpenAI announces latest GPT enhancements (Wired)

In this week’s episode of Launch Codes, Joe is joined by Matt Tonkin, Vice-President of Consulting & Partnerships at RP. Google tackles image trust issues with new features to check online images and sources; artists are using a new digital tool to derail AI image recognition; should a potential employer reach out to mutual connections on LinkedIn for a reference without your consent; Ray-Ban Meta smart glasses give you a glimpse into the future (with style); one-third of Brits admit they’ve given up following cyber security best practices; Marketo revamps its program reference library; and more.  --- Stay connected Read this episode’s blog post Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn --- Links:  3 new ways to check images and sources online (Google) New data poisoning tool lets artists fight back against generative AI (MIT Technology Review) The Ray-Ban Meta smart glasses actually make the future look cool (The Verge) 56% of UK consumers always accept cookies without thinking (MarketingTech) Marketo Reference Library (Marketo Experience League)

In this week’s episode of Launch Codes, Joe is joined by Lauren McCormack, Vice-President of RP. A new Deloitte study says CMOs are feeling optimistic about the U.S. economy, even if companies are spending a smaller portion of their budget on marketing; Adobe Marketo releases a new set of tutorials for Dynamic Chat; how can RevOps leaders prioritize and structure their teams’ workloads?; Surv-AI-vor by Mutiny is the latest marketing campaign to encourage B2B organizations to learn AI and might be the smartest campaign we’ve seen this year; is there value to A/B testing? The CEO of Linear says ‘no’; and more. --- Stay connected Read this episode's blog post Subscribe for monthly updates Visit our website Follow us on LinkedIn --- Links:  Top trends from the CMO Survey (Deloitte) Key highlights of the new Adobe Dynamic Chat (Marketo) Surv-AI-Vor by Mutiny (Mutiny) The main problem with A/B testing - Karri Saarinen (Twitter)

In this week’s episode of Launch Codes, Joe is joined by Andy Caron, President of RP. Apple announced new privacy changes in iOS 17, set to be released this month, which will strip away critical link tracking for HubSpot, Marketo, and Mailchimp; preparing for the end of third-party cookies; a new Gartner report finds a shift in technology ownership from Marketing to IT, will it free marketers up to lead more business-focused work?; Adobe unveils Firefly Image 2 which introduces new AI-powered editing capabilities to help users customize their results; avoiding common mistakes when using email warming platforms for cold lists; tech godfather, Geoffrey Hinton, says AI could rewrite code and escape control; and more.  --- Stay connected Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn Read the transcript --- Links: Link Tracking Protection in iOS 17 & macOS Sonoma: Important changes for marketers (Knak) Preparing for the end of third-party cookies (Google) Gartner Marketing Survey Finds 78% of Organizations Have Centralized Customer Data Management Within IT Teams (Gartner) Adobe is upgrading Photoshop’s generative AI model — and releasing more for Illustrator and Express (The Verge) ‘Godfather of AI,’ ex-Google researcher: AI might ‘escape control’ by rewriting its own code to modify itself (CNBC)

In this week’s episode of Launch Codes, Joe is joined by Matt Tonkin, Sr. Director of Partnerships at RP. We cover the first shakedowns in the AI industry, the next generation of marketing operations, and the most common pitfalls we see when building a MOPs function. We’ll also give our takes on how to know if your MOPs team is ready to introduce AI and what personal info we’d give away for a good deal. You don’t want to miss this one! --- Stay connected Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn Read the Transcript --- Links The Shakedown of the AI Industry (Nicholas Thompson/LinkedIn) The Next Generation of Marketing Operations (Martech.org) Three Ways To Measure If Your Marketing Operations Is Ready For AI (Forbes) Americans Don't Like Advertisers Using AI on Them—Unless They Get a Good Deal Out of It (Adweek)

In this week’s episode of Launch Codes, Joe is joined by Lauren McCormack, VP of Consulting at RP. First, we cover major announcements in AI, including ChatGPT’s access to the internet, testing out its ‘See, Hear, Speak’ functionality, and how OpenAI will limit ChatGPT from bypassing paywalls. We’ll also discuss a new LinkedIn analysis that finds only 16% of B2B sales and marketing teams are properly aligned and answer a question from the MO PROs community about creating a culture of process documentation. We’ll also discuss new AI legislation and whether B2C tools can replace the B2B marketing automation platforms. Enjoy! --- Stay connected Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn Read the transcript --- Links: OpenAI Gives ChatGPT Access to the Entire Internet Quantifying the Misalignment of B2B Marketing and Sales Ottawa Unveils New AI Code of Conduct for Canadian Companies EU AI Act: First Regulation on AI Biden Teases Forthcoming Executive Order on AI Replacing Marketo/Hubspot/Pardot with Iterable and Blaze Featured Music: Temples - Cicada

In this week’s episode of Launch Codes, Joe is joined by Andy Caron, President of RP, to discuss new developments in AI, including ChatGPT’s ‘See, Hear, Speak’ functionality, DALL-E 3, and Microsoft Copilot and their impact on content. Joe and Andy also discuss a new Gartner report on declining martech stack utilization, the best practices for syncing an MQL from Marketo to Salesforce, the features Andy is most excited for in September and October’s Adobe Marketo product release, and they give their takes on Superintelligent AI. Bonus: Andy samples Y3000, the new Coca-Cola flavor created by AI.  --- Stay connected Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn Read the transcript --- Links:  Larry the Hedgehog DALL-E 3 Video Introducing Copilot in Windows 11 Low Martech Stack Utilization Adobe Marketo September 2023 Release Notes Superintelligent AI Poll A World Without Work by Daniel Susskind Wavves - Sinking Feeling

In this week’s episode of Launch Codes, Joe is joined by Matt Tonkin, Sr. Director of RP, to discuss how organizations can prepare their data for integrating AI, the future of content in a generative AI world, and Matt answers a question from the MOPs community.  The AI Evolution Model When is the right time for an organization to adopt AI, and what is the adoption plan? Most enterprise companies are not declaring their allegiance to any particular AI tech platform at the moment, but it’s clear that, eventually, they will bring AI into their stack. The question right now should be, “How does data need to be prepared for moving into the AI adoption phase?” If you don’t prep for it and plan for it, these technologies will not work as you expect.  The Future of Content Generative AI has made creating content fast and simple, but what about the quality of the content? It will be easier than ever for marketers to create lazy content with the help of AI. Creating good content will be more important than ever before for organizations and individuals who want to break through and draw attention to their ideas. Answering MOPs Community Questions We put Matt in the hot seat to answer this question from the MOPs community: Do you have any tips on how we can reduce the number of failed syncs? Enjoy the episode and stick around for the Hot Takes section, where we discuss the end of SEO thanks to ‘AI Optimization’ and a new flavor of Coca-Cola created by AI.  --- Stay connected Subscribe to our monthly newsletter Visit our website Follow us on LinkedIn --- Sponsor A special thanks to our sponsor, Knak, the email and landing page creation platform designed for enterprise marketing teams. No coding required.

In this episode, Joe recaps his time at INBOUND ‘23, including HubSpot's major artificial intelligence releases, TikTok for business, the Million-Dollar Pitch competition, and a rapid-fire round of the most memorable moments of the conference. Join us for our very first episode of Launch Codes, a podcast about marketing operations, artificial intelligence, and more from Revenue Pulse (RP). --- Stay connected Subscribe to our monthly newsletter Visit our website ⁠Follow us on LinkedIn⁠ --- A special thanks to our sponsor, Knak, the email and landing page creation platform designed for enterprise marketing teams. No coding required.