This episode covers the transformational impact of AI on go-to-market strategies. The episode kicks off with Ken sharing about his custom baking assistant, Idiot Proof Bake Buddy, which organizes baking recipes and grocery lists using GPT.

The main highlight of the episode is the interview with Jonathan Kvarfordt a.k.a. Coach K. He is the Head of Growth at Momentum.io and CEO of GTM AI Academy. Coach K discusses the current state and future trends of AI in go-to-market functions. He emphasizes the importance of trust, education, and intent when implementing AI solutions. He also explores the mindset shifts necessary for successful AI integration and shares his vision of an 'Iron Man' style AI plugin for enhanced go-to-market efficiency. The conversation covers practical tips for AI adoption, common pitfalls, and the evolving roles of sales and marketing in an AI-driven landscape. The episode concludes with a rapid-fire round where Coach K shares insights on AI tools, prompting techniques, and industry trends.

00:00 Introduction and Podcast Disclaimer

00:22 Meet Your Hosts: Ken and Erin

00:54 Ken's Custom GPT for Baking

02:13 Erin's GPT Tips and Tricks

03:53 Guest Introduction: Jonathan Kvarfordt

04:29 Jonathan's Journey and Roles

05:19 AI in Go-To-Market Teams

06:28 Challenges and Overwhelm in AI Adoption

06:57 Practical AI Workflows and Automations

10:27 Trust, Education, and Intent in AI

13:57 Intentional Use of AI in Teams

18:21 Common Pitfalls in AI Implementation

19:21 The Importance of Creative AI Prompting

19:43 Mindset Shifts for AI Adoption

20:02 The Four C's of AI Mindset

21:26 Leadership and AI Integration

22:52 Sales and Marketing Alignment with AI

25:10 Future of AI in Business Roles

26:48 Human-AI Collaboration in Go-to-Market Strategies

33:26 Rapid Fire Round: AI Tools and Trends

35:00 Conclusion and Final Thoughts

AI, BDRs & Building a GTM Team of the Future – with Rachel Truair, CMO at Simpro Group

Episode Title: How to Scale GTM with AI Agents, Digital Twins & a Growth Mindset

Still wondering how AI fits into go-to-market? This episode delivers a masterclass in what actually works—from real AI SDR deployments to digital twins for execs. If you’re leading a GTM team, Rachel Truair's playbook is required listening.

What We Talk About:

• AI SDRs that actually convert: Rachel shares how Simpro's AI BDRs (like Daniella and Sam) are handling warm leads, executing playbooks, and integrating with human reps—cutting "no contact" rates by 80%.

• Workforce planning in an AI era: Learn why Rachel's biggest surprise wasn’t in sales, but marketing ops.

• Autonomous strategy, not just execution: She breaks down the shift from AI as a tool to AI as a co-pilot for market insights, segmentation, and campaign direction.

• Digital twins for leadership scale: How Rachel created a digital twin of herself to scale comms, culture, and visibility across global teams—including writing her monthly team updates.

• How to evolve your org without boiling the ocean: Practical tips on building a maturity model for AI and where to start with lean teams.

• AI and culture change: Why adoption isn't a tooling problem, it's a hiring one. And what questions she now asks in interviews.

Rapid Fire Round:

• Best AI tip: Don't boil the ocean.

• Favorite workflow: Digital twin board members for scenario planning.

• Go-to AI trend source: Simpro's exec Slack.

• Hidden gem tool: Peak AI for search visibility.

Tool Spotlight: Ken and Erin demo Eleven Labs' conversational AI agent builder and walk through creating a journalist-style interviewer bot that captures SME insights for content, enablement, and more.

Call to Action: Not using AI yet in GTM? Let us know. We want to talk to you. Reach out for a chance to be featured on a future episode.

Subscribe, Rate & Share: If you got value from this episode, hit subscribe and leave a review—it helps more GTM teams learn how to lead (not lag) with AI.

Connect:

• Simpro Group: https://www.simprogroup.com

• ElevenLabs: https://elevenlabs.io

• Six Sense Conversational Email: https://6sense.com

Subscribe, give us a rating and share with a friend! It helps us get the word out. FutureCraft is where GTM gets built, not just discussed. Let’s keep crafting the future together.

We're back. In the first episode of Season 2 of the FutureCraft Podcast, Ken Roden and Erin Mills dig into how AI is shifting the entire go-to-market motion. Not just content, but sales enablement, market strategy, and execution.

They share how they're using tools like ChatGPT, Gamma, and structured research to build battle cards that actually move deals. They also break down what’s working—and what’s not—when it comes to driving adoption on lean teams.

This episode covers practical ways AI can support speed and clarity without adding complexity. It closes with personal updates and an open call for listener ideas as the show evolves.

Unpacking the AI Toolbox

• Digital Focus Groups and AI-Assisted Research: Our hosts take us through an intricate process of leveraging AI-driven focus groups and deep research tools to gain valuable insights about customer behavior and preferences.
• The Power of Synthesis and Presentation Tools: With the help of platforms like Gamma, they illustrate how to transform comprehensive research into polished, actionable battle cards for sales teams, effectively bridging the gap from data gathering to strategic execution.

00:00 Introduction and Disclaimer

00:22 Welcome to Season Two

01:28 Hosts' Personal and Professional Updates

03:58 AI's Rapid Advancements

06:30 Deep Dive into AI Tools and Techniques

09:06 Building a Digital Focus Group

17:34 Leveraging Deep Research for Competitive Intelligence

25:31 Leveraging AI for Content Strategy

26:02 Impact of AI-Driven Traffic on User Engagement

27:20 Credibility and Organic Traffic in AI Models

28:21 Deep Research and Customization in AI

32:50 Creating Consumable Content with AI

34:16 Optimizing Competitive Analysis with AI Tools

40:00 Enhancing Presentation and Design with Gamma

47:49 Integrating AI Tools for Efficient Workflows

51:09 Season 2 Overview and Future Directions

“Assume AI does everything..." In this episode of the FutureCraft Marketing podcast, hosts Ken Roden and Erin Mills discuss prompt refinement with ChatGPT and Claude and how AI can be used for personal health goals. Special guest Matt Hines shares his expertise on leveraging AI for personalization, customer journey mapping, and segmentation. The conversation explores strategic planning, innovation, and the future of AI-driven marketing, highlighting practical tips and ethical considerations. The episode wraps up with a review of Chat Hub GG, a tool for comparing different AI models, and concludes with a call to action for listeners to engage with the podcast community.

00:55 Ken's AI Prompt Enhancements

06:05 Matt Heinz on AI and Job Market Shifts

07:55 AI in B2B Marketing Strategies

11:07 Hyper-Personalization in B2B

14:23 AI's Role in Customer Journey and Decision Making

17:44 The Infinite Loop in Customer Journey

22:20 AI's Role in Content Creation

22:52 Top AI Use Cases in Marketing

24:47 AI for Market Positioning

26:29 Customer Journey and AI

27:45 Personalization and Omni-Channel Experience

29:26 AI in Segmentation and Targeting

34:03 Quickfire AI Tips and Tricks

Key Takeaways:

• Strategic AI Use Cases: AI can be effectively used for research, synthesis, and understanding market opportunities, which helps create hyper-personalized customer experiences.
• AI in Customer Journeys: AI can significantly enhance mapping out customer journeys, understanding their needs, and identifying potential churn points, leading to better customer retention and engagement.
• Competitive Differentiation: Employing AI to analyze competitors and identify market gaps can provide a competitive edge, allowing for more strategic positioning.
• Job Transformation: AI replaces mundane tasks, enabling marketers to focus on strategic initiatives rather than routine operations.
• Segmentation and Targeting: AI can help marketers better understand their segments and prioritize their target audiences, leading to more efficient and effective marketing campaigns.

About our Guest:

Matt Heinz is a nationally recognized, award-winning blogger and the president and founder of Heinz Marketing. With over 15 years of experience in marketing and business development, Matt has worked with various organizations, including Amazon, Seagate, Morgan Stanley, and the Bill and Melinda Gates Foundation. Known for creating predictable, repeatable sales and marketing engines that fuel growth, Matt is a dynamic speaker and leader of the well-regarded CMO Coffee Chat group.

Notable Quotes:

• "Assume AI can do everything, and you'll be surprised at how much it can, which you've been doing manually and inefficiently." - Matt Heinz
• "AI can be a proxy for getting closer to your customer today." - Matt Heinz
• "Think of AI as a really smart intern that can do a bunch of the dirty work for you." - Matt Heinz
• "Assume you won't keep up with all of the AI news. Just find a couple of people that align with your worldview and follow them." - Matt Heinz
• "The ability to create a model of your ideal customer and ask it questions enables more personalized and relevant customer engagement." - Matt Heinz

Resources:

• Connect with Matt on LinkedIn
• Heinz Marketing

Stay tuned for more insightful episodes from the Futurecraft Marketing podcast, where we continue to explore the evolving intersection of AI and marketing. Take advantage of the full episode for in-depth discussions and much more!

To listen to the full episode and stay updated on future episodes, visit the FutureCraft Marketing Podcast website.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

In this week’s episode of the Futurecraft Marketing podcast, hosts Ken Roden and Erin Mills interview guest Lara Shackelford, a prominent AI strategist and thought leader, about moving beyond use case frenzy and getting strategic with AI-first and focused strategies. Throughout the discussion, they explore the nuances of implementing AI in marketing beyond basic use cases.

00:00 Introduction and Podcast Disclaimer

00:27 Meet Your Hosts: Ken and Erin

00:52 Exploring AI in Marketing

03:14 Guest Introduction: Lara Shackelford

03:42 Diving into AI Strategies with Lara

07:54 The Future of AI in Marketing

16:29 Frameworks for AI Integration

22:39 Creating Effective Focus Groups with AI

23:26 Hyper-Personalization in Customer Experience

24:18 Challenges and Innovations in Telecom Marketing

28:16 Global Economic Trends and AI Strategies

30:52 The Future of Work: Project-Based Engagements

35:01 Measuring ROI in AI-Driven Marketing

41:44 Practical AI Tips and Tools for Marketers

46:21 Reviewing Canva's AI-Powered Features

48:52 Conclusion and Final Thoughts

• AI Integration Strategy: Lara Shackelford emphasizes the significance of AI literacy across all organizational levels and the dual exploratory and exploitative approach to integrating AI in business processes.
• Customer Experience: Hyper-personalization through AI-driven contextual marketing can significantly enhance customer experience, moving beyond ‘creepy’ personalization to more welcomed and relevant interactions.
• AI-First vs. AI-Enabled: The nuanced differences between AI-first and AI-enabled go-to-market strategies and their implications for crafting robust marketing plans are the subject of a pivotal discussion.
• Dynamic Project-Based Work: The potential shift towards project-based engagements and dynamic work structures facilitated by AI could redefine traditional employer-employee relationships, offering more flexibility and efficiency.
• Future AI Trends: Lara forecasts further advancements in real-time, dynamically adjusting marketing messages and the pivotal role of sophisticated data utilizalization

Lara Shackelford is an influential thought leader and executive in AI and marketing. Currently heading Fieri AI, a company that emphasizes building trust between businesses and customers through AI, Lara has a diverse professional background with roles at major tech companies such as Intel, Oracle, and Microsoft. She has also contributed significantly to startups like Datastax and Looker. Recognized as a LinkedIn top voice in AI, Lara strongly advocates diversity in tech and has been lauded for her innovative approach to integrating AI into marketing strategies to boost customer satisfaction and operational excellence.

• “One of the biggest parts is focus groups. We spent a couple hundred thousand dollars on focus groups that took months... In the end, GenAI comes out and I just posed the question... and it gave me back the term we chose.” - Lara Shackelford
• “We can be more responsive to markets today and look at things like dynamic pricing and offers... AI can feed into our sales process, our proposal creation, and more.” - Lara Shackelford
• “If you can change and adjust your message in real-time, and that can then dynamically change the message on your website... marketing is going to get the real lift.” - Lara Shackelford
• “Companies are demonstrating already... with layoffs showing an emerging gig economy where scaling up and down is becoming normalized.” - Lara Shackelford

• LinkedIn - Lara Shackelford
• Fieri AI Website
• Paul Roetzer
• Ethan Mollick

Stay tuned for more insightful episodes from the Futurecraft Marketing podcast, where we continue to explore the evolving intersection of AI and marketing. Take advantage of the full episode for in-depth discussions and much more!

To listen to the full episode and stay updated on future episodes, visit the FutureCraft Marketing Podcast website.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

Episode Summary:

Hosts Ken Roden and Erin Mills interview Andy Crestodina, co-founder and CMO of Orbit Media. They discuss the impact of AI on search and SEO, the future of AI in marketing, and how marketers can leverage AI tools to improve their content strategy. Andy shares insights on using AI for on-page optimization, link building, and gaining deeper insights from analytics data. He emphasizes the importance of maintaining a human touch in content creation and offers tips for validating and improving AI-generated content. The conversation also explores the potential of AI in sales enablement and the challenges of keeping up with AI advancements in marketing.

• AI is disrupting the search experience with the rise of search generative experiences (SGEs) and the potential decline in traditional search usage.
• While AI can be useful for generating content ideas and optimizing on-page elements, marketers must add their expertise and personal touch to create memorable and impactful content.
• Marketers should focus on creating a strong digital footprint and getting their brand mentioned on various online platforms. AI may prioritize mentions with elevator pitches over high-domain authority links.
• AI can identify gaps in content and persona-based messaging, helping marketers create more targeted and relevant content.

Andy Crestodina: Co-founder and CMO of Orbit Media, a digital agency specializing in web design and development. With 24 years of experience, Andy is an expert in SEO, content marketing, and conversion optimization. He is the author of "Content Chemistry: The Illustrated Handbook for Content Marketing."

• "AI is just another input. It's just another point of view. You can take it or leave it and move on." - Andy Crestodina
• "Be a person. Draw a line in the sand, plant a flag, have a point of view. Try that. You will sound different." - Andy Crestodina

• Orbit Media
• Digital Marketing Tips Newsletter
• Content Chemistry: The Illustrated Handbook for Content Marketing

Thank you for listening to the Future Craft Marketing Podcast. Please subscribe and give us a review if you enjoyed today’s content.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

In this episode, hosts Ken Roden and Erin Mills talk AI and brand marketing with guest Karrie Sanderson. They discuss how AI is reshaping marketing and the importance of leveraging AI for customer research and deeper insights. Karrie emphasizes the need for brands to maintain authenticity and build trust with customers in the age of AI. She also shares strategies for safeguarding brand reputation, handling PR and crisis management, and educating customers about AI ethics. The conversation highlights the role of AI in enhancing media outreach, finding the right influencers, and differentiating brands in a crowded market.

00:53 AI in Everyday Life: Ken's Fashion Experiment

04:40 AI's Impact on Brand Marketing

16:58 AI in PR and Brand Protection

24:42 Navigating AI Adoption: Tips and Cautions

25:47 AI's Role in PR and Crisis Management

28:52 AI as a Differentiator in Recruitment

34:18 Practical AI Tips and Tools

41:10 Tech Review: Descript

44:51 Final Thoughts and Takeaways

• AI is reshaping marketing by providing valuable insights and streamlining processes across the entire marketing team.
• Leveraging AI for customer research can provide deeper insights and better brand positioning.
• Balancing AI and human creativity is crucial for maintaining authenticity and building trust with customers.
• Brands should be proactive in preparing for deepfakes and establishing crisis communication plans.
• Organizations should have AI ethics committees to ensure responsible and ethical AI usage.
• AI can optimize media outreach, monitor trends, and enhance PR efforts, but human judgment is still essential in PR and crisis management.

Karrie Sanderson is a visionary marketing leader known for driving growth and innovation across industries, including SaaS, healthcare, consumer products, and more. With a background in engineering, Karrie leverages her data-driven approach to provide effective strategies for brand and market development. She is the founder of KES Consulting and has held leadership positions at companies such as Coca-Cola, Starbucks, Typeform, and Smartsheet.

• "Understanding that brand is about reputation and credibility is key when discussing AI and brand." - Karrie Sanderson
• "AI tools allow you to inject your brand voice and key messages, making it easier to stay on brand." - Karrie Sanderson
• "Humans are emotional decision-makers, so injecting emotion into your brand messaging is crucial for authenticity." - Karrie Sanderson
• "Using AI for proactive PR efforts can help identify emerging trends and topics to pitch and avoid oversaturation." - Karrie Sanderson
• "Educating employees about AI and encouraging them to report any suspicious content can help protect your brand." - Karrie Sanderson

• KES Consulting
• Marketing AI Institute

Thank you for listening to the Future Craft Marketing Podcast. Please subscribe and give us a review if you enjoyed today’s content.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2

In this episode, hosts Ken Roden and Erin Mills explore the ways AI is reshaping marketing strategies with Tahnee Perry, an expert in AI-powered marketing. They discuss the accessibility of AI tools for marketers, the benefits of using AI in content creation and distribution, and the importance of maintaining a human touch in marketing. Tahnee shares practical tips for incorporating AI into marketing workflows and maximizing productivity. She also highlights the impact of AI on personalization and the future of marketing.

00:54 Exploring AI Tools: ChatGPT vs. Claude in Marketing

02:23 Personalizing AI: Crafting Custom GPTs

04:02 Insights: Tahnee Perry on AI-Driven Marketing Strategies

14:21 Maximizing Content Creation with AI: Tools and Strategies

28:19 AI's Impact on Marketing Distribution and Personalization

28:55 Exploring Programmatic SEO and Personalized Content

31:35 Navigating the MarTech Landscape: Selection and Integration

33:51 Implementing AI in Marketing: Challenges and Strategies

35:25 Maximizing Productivity with AI Tools

• AI tools, such as ChatGPT and Gemini, are becoming more accessible and affordable, allowing marketers to experiment and integrate AI into their workflows.
• Custom GPTs can be created to refine messaging and generate personalized content based on audience insights and brand guidelines.
• AI can help marketers brainstorm ideas, synthesize customer data, and create targeted content that resonates with their audience.
• Collaboration and human input are essential for maintaining a human touch in marketing while leveraging AI tools for efficiency and productivity.
• Marketers should assess their existing tools and resources before investing in new AI technologies, considering integration capabilities and long-term viability.

Tahnee Perry is a leading expert in AI-powered marketing and the author of "Zero to Unicorn." With over a decade of experience in digital marketing innovation, Tahnee helps businesses harness the power of AI to transform their marketing strategies. She has presented at major industry events and contributed to publications like Forbes and Medium.

• "AI is not replacing people yet. It helps elevate people who are still developing their skills." - Tahnee Perry
• "The key is sitting down and figuring out what you want to do and what outcome you're looking for. Then find the right AI tool and experiment to add efficiency to your workflow." - Tahnee Perry
• "AI can help you think through all the different steps to come up with your marketing plan and identify your ideal customer profile. It adds efficiency and momentum to your work." - Tahnee Perry

• Tahnee Perry's newsletter, "Zero to Unicorn": Link
• Follow Tahnee Perry on LinkedIn
• Liza Adams’ Frameworks: Link
• Opus Clips: Link
• Reclaim: Link
• Read.ai: Link
• Veed.io: Link
• Mutiny: Link
• SmartCat: Link

To listen to the full episode and stay updated on future episodes, visit the FutureCraft Marketing Podcast website.

Disclaimer: This podcast is for informational and entertainment purposes only and should not be considered advice. The views and opinions expressed in this podcast are our own and do not represent those of any company or business we currently work for/with or have worked for/with in the past.

Music: Far Away - MK2