In this episode, Joe Peters and Andy Caron discuss 15 trends to watch in 2024. The themes covered include data ops, shifting from a database marketer to a data-based marketer, the rise of customer data platforms (CDPs), tools and data platforms, AI content and campaign effectiveness, unique content, noise and campaign effectiveness, death by inbox, mini AI hype cycles, AI agents, RAGs and AI hallucinations, AI optimization vs search engine optimization, leadership in AI, the lagging curve of efficiency recognition, and expecting more from even less.

Takeaways

• Data ops will become a defined discipline, with teams hiring specialists to focus on data completeness and health.
• The focus will shift from database marketers to data-based marketers, with a greater emphasis on the data itself rather than lists of people.
• CDPs will become the central core platform for housing and coordinating marketing and business data.
• Investing in tools and platforms like Snowflake and Syncari will be important for managing and connecting data.
• AI-generated content will become more prevalent, but unique content will be essential for breaking through the noise.
• Efficiency gains from AI adoption may take time to be recognized and recalibrated.
• Leadership in AI and the role of MOPs in guiding AI initiatives will be important.
• Expectations will increase for AI performance and results, even with limited resources.

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— Chapters 00:00 Introduction 02:24 Data Ops 03:53 Shifting from Database Marketer to Data-Based Marketer 05:23 Rise of CDPs 06:31 Tools and Data Platforms 09:46 AI Content and Campaign Effectiveness 11:39 Content Innovation and Unique Content 13:07 Noise and Campaign Effectiveness 14:19 Death by Inbox 15:01 Mini AI Hype Cycles 17:18 AI Agents 18:49 RAGs and AI Hallucinations 21:57 AI Optimization vs Search Engine Optimization 23:26 Who's the Sheriff? Leadership in AI 25:29 Lagging Curve of Efficiency Recognition 36:23 Expecting More from Even Less 44:23 Pairings: Joe's Album & Andy's Book 50:00 Conclusion

We're covering Google introducing Gemini to mixed review; highlights from HubSpot's November release updates; best practices for executable campaigns; HubSpot's 6 best practices for AI transparency in marketing; IBM, Meta and 50 other organizations launch alliance to challenge dominant AI players; over 2,000 new martech tools were introduced in the last 6 months; and more. This week Joe is joined by VP of Consulting and Partnerships, Matt Tonkin. Plus stick around for Pairings, where Joe and Matt share their album and beer of the week.

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We made you something special! This week we're covering the idea that MQLs are overrated; more than half of generative AI adopters use unapproved tools at work; how to craft good OKRs and KPIs for B2B companies; the MOPs AI Advisor custom GPT to help MOPs teams develop AI principles and use cases that align with culture and goals; AI-powered digital colleagues are here — some 'safe' jobs could be vulnerable; and we wish a happy birthday to Chat-GPT.  This week Joe is joined by Lauren McCormack, VP of Consulting at RP. Plus stick around for Pairings, where Joe and Lauren share their album and coffee of the week. Don't miss it! —

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⁠MOPs AI Advisor - Your Custom GPT

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We have a new segment! Introducing AI Navigators, where we'll look at a different element of AI to help marketing ops professionals think through the challenges and opportunities within AI. In our inaugural segment, Joe and Andy discuss how to create a foundation of guidelines and principles for using AI in your organization.

We also cover the continuing drama at OpenAI; how marketing ops can elevate campaign planning; weighing the differences between Marketo's Acquisition Program and lead source; what are the essential marketing ops skills of 2024; Amazon is launching AI school; doom scrolling - knowing when it's time to step away from the negative news; and more. This week Joe is joined by President, Andy Caron. Plus stick around for Pairings, where Joe and Andy share their album and book of the week.

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⁠AI Principles and Guidelines Template⁠

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We’re covering the drama at OpenAI and Sam Altman’s firing; Google and Yahoo make big changes to prevent spam complaints; the best way to break into Marketo if you only have Eloqua experience; the marketing ops function continues to grow in 2024; the growing AI wearable market with Rewind Pendant and Humane AI pin; YouTube will tell users when content was created with AI; and more. This week Joe is joined by VP of Consulting and Partnerships, Matt Tonkin. Plus stick around for Pairings, where Joe and Matt share their album and beer of the week.

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We’re covering the State of MOPs 2023 report from MarketingOps.com; HubSpot acquires Clearbit to enhance its AI platform; advice for developing a marketing ops plan; experimenting with personalized GPTs; AI will find you a job, says LinkedIn. This week Joe is joined by Lauren McCormack, VP of Consulting at Revenue Pulse. Plus stick around for Pairings, where Joe and Lauren share their album and coffee of the week. —

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Links

The State of Marketing Operations 2023 Report (MarketingOps.com)

HubSpot Picks Up B2B Data Provider Clearbit to Enhance Its AI Platform (TechCrunch)

ChatGPT Got a 10X Upgrade (Decode)

AI Will Find You a Job (Engadget)

Joe and Andy are recording from Anaheim, California this week at MOPs-Apalooza 2023! We cover the biggest highlights and our favorite moments including Scott Brinker’s keynote “A Martech Supercollision: Smashing Together AI, Cloud Data, & Composability,” Andy Caron’s presentation “The Meaning of Life, The Universe and Attribution,” how to speak the language of your CMO with Jessica Kao and David Alexander, self-care and productivity with Hana Jacover and the cost of bad data and the introduction of Data Ops with Ryan Vong. We also cover two major AI announcements with the debut of ‘Grok,’ Elon Musk’s new AI chatbot that mixes informative answers with witty personality, and the latest GPT enhancements from OpenAI. 

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The Hitchhiker’s Guide to Marketing Metrics & Attribution

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Links

Elon Musk debuts ‘Grok’ AI bot to rival ChatGPT (CNBC)

OpenAI announces latest GPT enhancements (Wired)

In this week’s episode of Launch Codes, Joe is joined by Matt Tonkin, Vice-President of Consulting & Partnerships at RP. Google tackles image trust issues with new features to check online images and sources; artists are using a new digital tool to derail AI image recognition; should a potential employer reach out to mutual connections on LinkedIn for a reference without your consent; Ray-Ban Meta smart glasses give you a glimpse into the future (with style); one-third of Brits admit they’ve given up following cyber security best practices; Marketo revamps its program reference library; and more. 

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Links: 

3 new ways to check images and sources online (Google)

New data poisoning tool lets artists fight back against generative AI (MIT Technology Review)

The Ray-Ban Meta smart glasses actually make the future look cool (The Verge)

56% of UK consumers always accept cookies without thinking (MarketingTech)

Marketo Reference Library (Marketo Experience League)