Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation.

• The critical role of clean data in powering AI for marketing
• Building brand awareness to drive top-of-funnel growth
• Creating dashboards and aligning metrics with revenue goals
• Understanding attribution models and sales cycles
• Using AI to accelerate research and content development

Time Stamps
00:00 - The Power of Data in AI & Marketing
00:41 - Host Introduction & Book Insights
02:27 - Recognizing Product Awareness Gaps at Primo Water
04:42 - Shifting Budget to Top of Funnel Awareness
07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In
08:02 - Measuring Brand Awareness: Tools & Strategies
11:19 - Tracking Brand Performance: Surveys, Sentiment, and More
16:36 - Building Effective, Cross-Functional Dashboards
19:57 - Attribution Models: First Touch vs. Last Touch
25:40 - Data Readiness for AI: Building the Foundation
28:23 - Using AI Internally & Delivering Value to Clients

Main Takeaways

• Without clean, structured data, AI cannot deliver meaningful insights or automation.
• Marketers must connect top-of-funnel awareness efforts to revenue to justify budget shifts.
• Start using AI internally to build organizational readiness before deploying it externally.

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A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.