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AI-Driven B2B Marketing with Latané Conant (author, podcaster).


How to take your CEO on the journey to build best-in-class marketing

Latané Conant is a B2B author, podcast, Forbes blogger, CMO network convenor, CMO (6sense) and mother of two teenage boys. And somehow, amidst all that, we got her out to Australia recently to be a keynote at the B2B Marketing Leaders Forum and spend some time with our clients.

Her opening line is ‘Wouldn’t it be fantastic is we knew who was in-market for our products and services?’ to which we B2B marketers say ‘Hell Yeah!!’.

In this ‘fireside’ (actually ‘harbour-side’) interview with our CEO Andrew Haussegger, she unpacks this issue in response to the following questions:

Time codes:

00:00 Introduction
00:56 Customer Experience
03:00 Are marketing qualified leads dead?
04:55 What is the dark funnel?
06:12 How do you predict the buying stage?
07:20 How AI can be incorporated into your marketing plan?
08:59 What is ABX?
11:30 What should marketers be tracking?
14:09 How do you get started with intent-driven ABX?

Tushar Warrier

Over the past 15 years, Tushar has worked with B2B and B2C brands across the Asia Pacific region, particularly in Singapore, India and Australia. He prioritises problem-solving and has worn many hats across his career – the latest being a Green one. At Green Hat, he works with our clients as Head of Marketing and Growth, as well as a part of the Account Service team.