This episode features an interview with Thea Hayden, CMO at Cognizant, a  leading professional services company that brings deep technology and industry expertise together to help our clients transform and stay ahead.

Thea discusses the importance of a strong partnership with IT, and the significance of multi-channel tactics. She also shares insights into experiential marketing tactics and her commitment to fostering a culture of experimentation and fun within her marketing team.

Key Takeaways:

• We often discuss building strong relationships with the CFO, but investing in your relationship with your CIO is essential too, since the martech stack is so crucial to success.
• Overindexing on any strength will make it your weakness; nothing works in isolation and a multichannel approach is necessary.
• AI may be the death of spray and pray tactics and broad reach marketing, since personalization will be so much easier and more successful.

Quote:

•  ”The tactic that may finally die because of AI is spray and pray, right? Because everything's going to be so personalized and so easy to personalize, and so much more effective because of that. And so I think even the days of just super broad reach maybe are dead altogether.”

Episode Timestamps:

*(03:00) The Trust Tree: Start with the end in mind

*(16:48) The Playbook: Overindexing on strengths, makes them weaknesses

*(33:30) The Dust Up: Build a strong relationship with IT

*(34:26) Quick Hits: Thea’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Thea on LinkedIn
• Learn more about Cognizant
• Learn more about Caspian Studios

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