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Hello there, HTE rock stars! 😎

🔥 Welcome to our special edition! 🔥

Today in this newsletter, we’ll explore how AI is changing the way marketing teams work, making processes smoother and more effective. Today, AI is revolutionizing these workflows by automating routine tasks, enhancing data analysis, and improving decision-making. With AI tools, marketers can now streamline content creation, optimize audience targeting, and track campaign performance with greater accuracy.

We’ll look at real-world examples of AI in action, discuss the benefits and challenges of integrating AI into your marketing strategy, and offer tips on how to make the most of these innovative tools. Whether you're looking to simplify your processes or enhance your campaign results, understanding how AI can streamline your marketing workflows is key to staying ahead in today’s competitive landscape.

Newcomers welcome to HTE's hub! Join 35k+ CEOs, CMOs, and marketers for game-changing insights. Get ahead, sign up for brilliance, and let's rise together! 🚀

Will AI Replace Marketing Jobs?🤖

How to Expand Digital Reach With Offline Data📈

Measuring Marketing’s Impact: From metrics to growth🚀

Why Do SEO Content Creation Tools Matter?🤔

Will AI Replace Marketing Jobs?

Most marketing teams rely on specialists. In a small business, one person might handle all the digital marketing tasks. In bigger companies, there are usually specialists for social media, SEO, marketing, Creators paid ads. At the enterprise level, this could go further, with separate roles for paid and organic social media, or even for each social platform.

The biggest shift in marketing will be the blending of these roles into one "creative technologist" role. This will happen as AI helps with the entire process of creating and launching content.

Currently, many tools automate specific parts of the marketing process. But soon, software will combine these tasks into one platform. Instead of using separate tools for making newsletters, graphics, and deployment, one system will handle it all. AI solutions like ChatGPT 5 could unite video, voice, images, search, and text creation, making it possible to create anything from text to audio and visuals in one place.

However, just buying the latest AI tools isn’t enough. Marketers need to think carefully about how the technology fits into their team and processes. Without planning, there could be challenges.

Workflows, which include tasks like content creation, quality checks, and revisions, are key. As AI starts handling more parts of marketing, teams must adjust their workflows to ensure quality and collaboration stay strong.

Evaluating AI's impact on workflows😙

To understand AI's effect, marketers can use process mapping. This technique breaks down each step in a process, like a detailed navigation system, showing what happens at each stage.

For example, consider the process of turning a blog post into a newsletter and sending it out. A process map would outline every step in this workflow, even if it's not automated yet.

Notice how different people play a role in creating, reviewing, and sending the newsletter. Each person’s part is important in making sure the marketing asset reaches the customer. 

There are also hidden steps. For example, Lacy and John ensure that the editorial and brand standards are followed, and Sue provides a final check. These steps are revealed through process mapping and need to be considered when implementing AI solutions.

What is marketing work management?

Many marketers already use automation  that sends messages when triggered, such as during a drip campaign.

Typically, marketers use a visual, no-code interface to program workflows. Those with low-code skills, like Li in this example, handle advanced integrations, setting up data and email automation. Li might use some basic coding (low-code) to configure systems, while John works with graphic editing software without needing any code (no-code).

With AI, creative technologists will work with both no-code and low-code tools to automate more of the marketing process. Visual workflow builders allow marketers to create custom workflows, like turning a blog post into social posts, generating images, and distributing them across platforms.

However, quality checks and brand guidelines can be weak in these automated workflows. Some systems deal with this by adding an approval column in a spreadsheet. After a person approves the AI-generated content, the next step is triggered. Marketers still need to ensure that AI follows the correct brand and voice guidelines.

How marketing workflows will change with AI🤔

AI will change how marketers work. Instead of creating art, copy, or campaigns from scratch, they will create prompts and automate processes. Marketers with strong prompting skills can create more content, faster. 

Talented graphic designers will spend less time making repetitive banner ads and more time designing creative, customer-focused images. Expert writers can let AI handle smaller tasks, like turning blog posts into newsletters, and focus on storytelling that connects with customers. After all, if everyone uses AI to write, everything could start to sound the same.

Those with technical skills can dive into automation, learning more low-code methods to move marketing work from creation to distribution. This shift could allow marketers to focus less on feeling overwhelmed and more on driving growth.

Marketing leaders should help team members use their potential in new ways. Instead of cutting jobs, they should have coaching conversations to understand each person’s career goals and guide them into new roles. For example, companies like J.P. Morgan Chase train new and existing employees on prompt engineering to prepare them for the future of work.

How to Expand Digital Reach With Offline Data🤔

Marketing research consistently demonstrates that precise audience targeting and effective lookalike modeling lead to increased engagement and higher conversions. The main challenge is finding permissioned data sources that provide meaningful insights into audience habits, preferences, and behaviors.

The 2024 Direct Mail Marketing Benchmark Report revealed that B2B and B2C marketers see quality audience targeting as the biggest benefit of using direct mail. This is a big jump from the 2023 survey, where it ranked fourth. Experts believe this shift shows that marketers are starting to value direct mail and offline data more as a dependable way to find and reach new prospects, especially as data privacy issues become a bigger concern in digital marketing.

Third-party cookies play an important role in digital marketing campaigns. While Google recently announced that cookies won't go away completely, ad experts believe the industry will still look for other solutions. Identity tracking and conversion monitoring have already been weakened, leading to lower conversion rates and higher customer acquisition costs.

In recent years, digital marketers have tried different solutions to solve audience targeting and reporting issues, including using offline data from direct mail. With a deterministic identity graph, offline data can be matched with online identities without third-party cookies. This lets marketers show targeted ads to specific audiences across digital platforms.

Accurately measure campaign performance

One significant change in marketer data from 2023 to 2024 was the rise of "easy to track attribution and performance metrics," moving from fifth place to the second-biggest advantage of direct mail.

Similar to direct mail, a key benefit of bringing audience lists into digital environments is the ability to accurately link specific actions or purchases back to a targeted individual. This prospecting approach also reduces wasted impressions and minimizes concerns about programmatic ad fraud.

Measuring marketing’s impact: From metrics to growth📈

Marketing has a big impact: it drives future sales and shapes how people see your brand. But measuring this impact can be tricky. As a marketer, your job is to turn marketing efforts into clear numbers and show their real value.

Revenue growth is important, but there's more to it. As Phil Knight, co-founder of Nike, said, "Marketing isn’t just about the products you make. It’s about the stories you tell, the connections you build, and the value you provide."

Delivering Marketing Value Across the Enterprise🚀

Marketing's role goes far beyond just generating leads and creating campaigns. It’s a key part of the business strategy that connects with every aspect of the company. To show real value, marketing must align with business goals. Here are three ways marketing can focus on making a meaningful impact:

1. Build a Brand That Drives Demand 

   A strong brand creates loyalty and advocacy. Marketing achieves this through engaging stories and memorable experiences. Frank Mesa, General Manager of Sports & Entertainment at Microsoft, explains, “Marketing adds value by telling meaningful stories that build credibility and inspire action. It provides content that educates and equips teams with key points for client conversations, creating experiences that make a lasting impression.” A strong brand helps companies stand out from competitors and generate demand.

2. Accelerate Revenue Growth

   Marketing drives sales growth by understanding customer needs and market trends. It develops compelling value propositions and generates qualified leads. Allen Richey, Chief Operating Officer at PacTech, says, “Marketing, at its best, is the strategic intelligence fueling sales growth. By uncovering customer and competitive insights, marketing creates effective positioning that helps sales teams acquire new customers and boost revenue.”

3. Ignite Innovation

   Marketing plays a crucial role in spotting emerging trends and customer needs. By working closely with product development, marketing provides valuable insights and competitive intelligence to shape product strategies. Alan MacLeod, VP of Technology Operations at NBCUniversal, notes, “Marketing simplifies complex technical offerings into clear value propositions, helping customers understand the final product. This supports the sales process, encourages broader adoption, and maximizes the return on technology investments.”

 Marketing isn’t just a cost; it’s an investment in future growth.

Michelle DeFeo, President at Champagne Laurent-Perrier US, explains, “Marketing keeps your company ready for unexpected challenges. Its value shines through during tough times. Effective marketing builds long-term customer loyalty, making them less likely to switch to competitors for discounts or incentives. If you need to raise prices because of sudden cost increases, how steady is the demand for your products? The answer shows the true value of consistent marketing.”

Why do SEO Content Creation Tools Matter?🤔

Today’s SEO tools use AI to help with more than just optimizing your copy. Popular tools like Surfer and ContentShake can help you write and improve entire articles using AI.

One concern with AI content creation is that, even though it may sound more natural than before, it can still come across as stiff or generic. Because of this, SEO experts usually recommend not relying solely on AI-generated content for your blog. It might not feel unique or personal to your brand. Whether you use AI a lot or a little, always have a human review and edit the content to ensure it meets your brand’s standards and quality.

Here’s one example from Surfer of how AI can help you generate ideas for content outlines:

Most tools I’ve used so far can help with basic text, email subject lines, fun images, or simple blog posts,” says marketing consultant Nik Sharma in his DTC branding newsletter. “But I still believe everything needs to be reviewed and edited by a person because it often sounds too robotic and doesn’t quite fit the brand.

They provide insights and recommendations to optimize your content, making it more likely to rank higher in search results. These tools can help with keyword research, content optimization, and performance tracking, ultimately driving more traffic to your site and attracting potential customers.

Additionally, SEO tools track how well your content performs, offering insights into page views, bounce rates, and rankings, so you can refine your strategy. They also enable competitor analysis, helping you understand what your competitors are doing and uncovering opportunities to outperform them. By leveraging these tools, you can create content that is both engaging for your audience and optimized for better search engine rankings, ultimately driving more organic traffic to your site and contributing to your business's growth.🚀

Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

Got questions or topics you'd like us to cover next? Holler at us! We’ll give you a shoutout in our next edition. If you have any questions, reply to this email and share your valuable feedback so we can aim to address them in our upcoming editions!

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