Inspired Marketing: PathFactory’s Christine Polewarczyk on Crafting the Ultimate AI Roadmap for Marketers
Christine Polewarczyk is the Senior Vice President of Product Marketing and Research at PathFactory. Prior to PathFactory, Christine was the Vice President and Research Director of Content Strategy and Operations at Forrester. In this episode, Christine delves into the evolving landscape of content intelligence and the pivotal role of AI in shaping the future of marketing. Drawing from her rich experience at Forrester and PathFactory, Christine emphasizes the importance of content transformation in a digital-first world and offers insights into building a comprehensive AI roadmap for marketers.
Tune in and Get Inspired To:
- Discover the influence of content intelligence on the “dark funnel” stage of the sales process.
- Companies are now giving high priority to closing the content intelligence gap in their marketing automation systems.
- By incorporating content intelligence, you can lay a solid groundwork for building impressive architectural structures.
- Delve into the crucial elements of a content engine transformation initiative and grasp their importance.
- Prepare for the impact of AI on your business, role, and industry. Take proactive measures to embrace this technology and implement the necessary protections.
Key Takeaways:
[1:00] A little bit about Christine and what she does at PathFactory.
[4:45] Why did Christine leave Forrester to join PathFactory?
[6:45] Christine really enjoys the process of being able to influence product innovation in real time and bring to life the tools marketers really need.
[7:25] What is content intelligence?
[7:50] B2B buyers are self-serving their purchasing research more and more. By the time they’ve engaged with a vendor, they’ve already done a lot of the research work.
[10:05] Content transformation is not optional if you want to be competitive in a digital-first self-service world.
[10:40] Right now, what gaps are there in a typical content transformation process?
[14:30] What does a good content transformation engine look like?
[18:40] Christine explains what the future of AI will mean for marketers.
[20:40] Christine believes people are not focusing on the true bigger picture/potential of AI. You need an all-encompassing AI roadmap.
[22:20] What do marketers need to be thinking about when it comes to incorporating a successful AI roadmap?
[23:00] About 61% of marketers are still just learning how AI works.
[26:45] What tools does Christine regularly use?
[27:20] What inspires Christine?
Quick Links:
How to Use Generative AI to Scale B2B Personalization, Content, And Insights
The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the marketing technology.
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