We hosted senior marketing leaders from across the portfolio for an afternoon themed around "Smarter channels: building marketing playbooks in the age of AI".
Jonathan Battye, Managing Director in Inflexion's Value Acceleration team, opened the session. Dave Kirby, CEO of Coppett Hill, then led a session on marketing in the age of AI, covering both how to stay ahead in AI-led search, and how marketing teams are deploying AI. Barry Richards, VP at Transmission, followed on the future of Account Based Marketing and how to personalise at scale. The afternoon closed with a deep-dive from Jan Willem Doornbos, CMO at Nomentia, on building a unified marketing and sales engine focussed on driving growth.
Key takeaways from the day:
- Treat AI Overviews as a third search channel - measure your presence, review who is being cited for your top terms, and tighten PPC execution
- Off-the-shelf tools frequently do not yet work for mid-market niches - build prompts from your own search data, measure visibility, and create content mapped to buyer personas and journey stages
- AI delivers most value in marketing when applied to simple, high-volume tasks - start with focused use cases, and treat adoption as a cultural change led from the top
- Account Based Marketing (ABM) success depends on rigorous account selection focussed on your ICP, a connected tech stack, and a genuine partnership with sales
