During the ANA Masters of B2B, Marten Van Pelt, CMO of Plante Moran, realized that AI-driven marketing is transforming the landscape of B2B campaigns. His team's experience showed that effective strategies must now consider both the end buyer and AI agents. A recent campaign revealed that integrating trust as a core message resonated well with audiences. Plante Moran's adaptation of trusting AI for strategy development was pivotal in creating a successful marketing approach that can quickly respond to market needs.
There is the plan that targets the end buyer, and there's now going to be the plan that targets the AI. You can't pretend this is all still about one decision-maker.
We talk about ourselves being trusted advisors. We didn't advertise that before, so it was interesting how well that was picked up. It just came out in the research.
We had to trust the machine to help us say that. Even if we shape the narrative too early, we let the system speak.
We actually budget now to target the AI. Trust wasn't just the message - it was the process.
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