Marketing is changing.
We’re moving from marketing for volume to marketing for value.
– Pre-internet: outbound, untargeted.
– Internet: inbound, volume-focused—SEO, social, automation converting a small %.
– AI era: volume tactics become saturated because of AI; value is what matters
In the AI era, you win by creating more value for a more targeted group of people.
It means:
– Going big on podcasts & YouTube, they’re harder to scale but create lasting attention and trust. Master AI for remixing content so you get more value from every piece you create.
– Mastering incrementality for paid media, so you can confidently spend more on video and creator-led campaigns.
– Doing less content but making it way more valuable, using data, insights, and offline sources that AI alone can’t copy.
– Making outbound feel personalized—like BlandAI’s billboard with unique, AI-powered phone numbers for instant conversations.
– Turning cold outreach warm. I’ve seen teams quadruple responses by using smart data and a personal touch (powered by AI).
– Creating a concierge experience in chat and email. Today, AI handles 70% of our chats, creating more pipeline, and adding AI to our inbound emails grew conversions between 50 and 200%.
This is the best time to be a marketer—because it’s way more fun writing brand-new playbooks than endlessly tweaking the old ones.
