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When I can't send a newsletter, I invent a "composite." When typical communication…
Articles by Vanessa
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AI Marketing Adventures
AI Marketing Adventures
So, it finally happened. ChatGPT delivered the news: I had hit the request limit and needed to cool my heels until 2:30…
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4K followers
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Vanessa Bright shared thisThis Thursday! 🎉 Our marketing management team is sharing AI insights for marketing leaders. As someone using these systems daily, I can’t wait to hear the thought process that led to the setup. https://lnkd.in/e6VnxHhr
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Vanessa Bright shared thisI will be taking notes - without AI 🤣Vanessa Bright shared thisWhat if AI could help you stop piecing together campaign plans, sales enablement, pipeline insights, and operational knowledge across a dozen places? That frustration led one marketing leader to build her own solution with AI. In our next Coffee Chat, Joanna Schloss and Patrice Johnson unpack how that idea became a working application designed to centralize the context marketers need, reduce hours of manual work, and help teams make better decisions faster. Then we’ll tackle the other side of building with AI: If AI wrote the code, how do you know it actually works? No slides. No generic AI tips. Just a real marketing problem, a real AI-built solution, and what happened when we put it to the test with Applitools. Plus, you’ll get the GitHub repo, prompts, and project resources to explore yourself. ☕ Webinar: How Marketing Leaders Use AI for Demand Gen and Pipeline Optimization When: August 20 | 12 PM ET Save your spot: https://lnkd.in/e7MiFx4b #MarketingLeadership #AIinMarketing #DemandGenerationHow Marketing Leaders Use AI for Demand Gen and Pipeline Optimization | August 20 • 12 PM ETHow Marketing Leaders Use AI for Demand Gen and Pipeline Optimization | August 20 • 12 PM ET
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Vanessa Bright shared thisHello my marketing friends! Do you ever get the feeling that trying to catch up with AI is a massive time investment in reinventing the wheel—only for everything to change again? :-) Next week at Applitools, we’re getting access to free resources! Not only will we learn how to build apps, but we'll also learn how to make sure they actually work. Our marketing leaders will be sharing the exact tools and tips we can use. https://lnkd.in/e6VnxHhrHow Marketing Leaders Use AI for Demand Gen and Pipeline Optimization | August 20 • 12 PM ETHow Marketing Leaders Use AI for Demand Gen and Pipeline Optimization | August 20 • 12 PM ET
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Vanessa Bright reposted thisVanessa Bright reposted thisPitching testing tools to your exec team is a different skill from evaluating the tech. Most champions nail the technical case and lose the budget conversation. Joanna Schloss and I will be chatting through how to change that using recent research from Forrester, and by taking a look at some unexpected angles to take. This one is for those of you trying to build a business case right now. Grab your coffee and join us here 👉 https://lnkd.in/gY8Qr8RX
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Vanessa Bright shared thisSoooooo happy to join Applitools! Thank you so much for the warm welcome and the delicious chocolates - and yes, I put the t-shirt on almost the exact minute it arrived! 😉 The industry is fascinating, and I am fully enjoying the new-job honeymoon phase. With a team this fantastic, though, I have a feeling this honeymoon is going to last a lot longer than usual!
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Vanessa Bright shared thisVery interesting discussion! If we take one more step back, the core question might be: Will generic AI eliminate the need for purpose-built marketing platforms? This might be a modern twist on the classic "build vs. buy" dilemma. Most organizations will still find the highest ROI in buying a platform built by domain experts - someone who manages the "whole product," including continuous infrastructure upgrades, training, and support. Ultimately, we will likely rely on specialized commercial marketing platforms to handle execution, rather than expecting generic AI to do it all. But who builds that future might be a less important question: Will it be a reinvented HubSpot, a disruptive new player, or an AI lab that hires the right legacy domain experts? The result will be likely the same: a tool which helps marketers to generate pipeline with minimal busy-work.Vanessa Bright shared this"Will AI agents kill Marketo and HubSpot?" Sam Shev asked this in a recent article. His conclusion that the emerging architecture will unify traditional MAP capabilities and AI agents is right. But as someone who helped build Marketo, I think his conclusion that legacy platforms will survive by adding AI features is wrong. THE CAPABILITY CEILING Legacy MAPs were architected 15-20 years ago around assumptions that no longer hold. No AI changes these fundamental limitations: 🔹 Rules-based logic that can't learn from outcomes, breaks when conditions shift, and accumulates into undocumented complexity that walks out the door when your MOPs person leaves. 🔹 No air-traffic control. Managing overlaps across dozens of concurrent programs is manual and time-intensive. 🔹 Data models built around individual leads instead of accounts and buying committees. 🔹 Brittle CRM sync with 5-minute windows that create race conditions, overwrite fields to NULL, and trigger storms. Teams build elaborate workarounds and call it “expertise”. 🔹 Hard to ingest the data we need today, like product usage, warehouse data, and intent signals. 🔹 Narrow scope by design. Built primarily for form-fill to opportunity handoff. Weak at the 70%+ of buying that happens anonymously, weak at post-sale expansion. 🔹 Email centric; other channels are an after-thought. WHY AI ADD-ONS DON'T FIX THIS Bolting Adobe Sensei or HubSpot Breeze onto a legacy architecture doesn't fix these fundamental problems. Adding MCP servers speeds up the work (good!), but an AI that builds a smart campaign in 30 seconds but still builds it on a lead-centric, rules-based foundation isn't smart. It can't make the platform think in buying groups, reason about the next best action, or coordinate across campaigns it doesn't know about. You're paving the cowpath, not building a platform for growth. Winding trails and narrow alleys don't become highways no matter how smooth the asphalt. WHAT AI-NATIVE LOOKS LIKE 1️⃣ Headless operation. The platform works via API and MCP, not just a UI humans click through. 2️⃣ Agents that reason, powered by shared context. AI that understands each person and account, your strategies and campaign history, and the institutional knowledge that makes decisions good. 3️⃣ Decision traces and shared memory. Every action records what was decided, why, and what was learned. The next decision builds on the last. Context captured as you use it, not documented after the fact. 4️⃣ Personalization through intelligent playlists. AI that thinks and assembles the right set of actions (offer, channel, content, timing) for each person and account. Not AI-written emails mentioning your latest LinkedIn post. AI-native platforms will win BECAUSE their architecture is built for how AI actually works: reasoning over context, learning from outcomes, coordinating across agents. What do you think? Will legacy MAPs evolve or will there be a new generation of AI-native architectures?
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Vanessa Bright shared thisWistia's latest report shows a big jump in marketers ranking social engagement as their top video metric (from 12% to 22%). Why the sudden shift? Is it a strategic play for video citations in LLM engines, or just a desperate craving for a tractable, tangible metric in a world of dark social? Or, maybe, both? 🤔
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Vanessa Bright shared this🤣 Are we overthinking AI in marketing? I started wondering how these current conversations would have sounded during the mechanical revolution a century ago. 🤣 A chance for human marketers to laugh, take a breath, and get back to focusing on actual demand generation and pipeline.
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Vanessa Bright shared thisThe "AI Wars" are making the 1990s browser wars look like they were moving in slow motion. I just hopped off a Search Engine Journal webinar and this chart caught my eye. A few immediate takeaways: 📊 The Gemini Surge: It isn't exactly surprising given Google’s infrastructure, but seeing that market share climb so steeply in just 12 months is significant 📊 The Dark Horse: Deepseek is currently outpacing Grok. I’ll admit, I expected Perplexity to be holding a top three spot by now - but the data shows a different story (at least for now) 📊 The "All Other" Fragment: Look at the top of that "Today" bar. The long tail of AI tools is widening... does it mean more surprises in the future? For B2B demand gen, the big question is: where will the best advertising opportunities live in two years? I’m not even going to try to guess today, but I’m definitely watching the shift in where customers are actually spending their time. What’s your biggest surprise on this chart?
Vanessa Bright replied to a comment
2mo
Pam Morgan Thank you!! So excited!
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Vanessa Bright liked thisVanessa Bright liked this🌶️ Spicy take: Generating tests fast is easy. Making AI execution trustworthy is where real engineering begins. Hear what happens when a QA strategist, systems architect, and front-line practitioner step into a room to debate what actually works in production. https://lnkd.in/evUZtDtc
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Vanessa Bright reacted on thisVanessa Bright reacted on thisI just passed 1,000,000 subscribers on YouTube. But that's not even the number I want to talk about right now. Just a few months ago I celebrated my YouTube channel turning 17 years old, and THAT'S a crazy number. It really goes to show how nonlinear content creation is, and how it may seem like a winding roller coaster, but if you stay on it and give it your all you can build something great in the long run. Maybe that's not the lesson a lot of budding "influencers" want to hear these days, but it's the truth! This sh*t is hard work that sometimes takes years to pay off, but I wouldn't rather do anything else. So thank you to everyone who's been along for this journey whether you've been around since the beginning or are a newcomer. Grateful is an understatement. And stick around because I have something I've been working on that I'm VERY excited to finally launch in the next few weeks 👀
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Vanessa Bright reacted on thisVanessa Bright reacted on thisSpent some time looking at a GTM system last week. 😂 Marketing had one definition of a qualified account. Sales had another. And RevOps was sitting in the middle trying to keep everyone from pulling the system apart The CRM said one thing, the dashboards said another, and half the context was living in Slack, spreadsheets and people's heads. Absolute cinema 😃 When RevOps spends its time cleaning CRM records, fixing routing, reconciling reports and chasing people for missing information, you don't really have a RevOps system. You have a very expensive cleanup crew. RevOps shouldn't be the glue holding Marketing and Sales together. It should be the architecture that makes them work together. If your GTM system needs a human in the middle constantly keeping it alive, it's probably time to look at what's underneath.
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Vanessa Bright reacted on thisVanessa Bright reacted on thishow most marketers are reading your “founding marketer” job posting 😂
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Vanessa Bright liked thisI recently came across a quote that stuck with me: "How can someone hire you if you don't know how to market yourself?" It made me rethink my own outreach. The biggest change wasn't my message. It was who I was talking to. In my latest article, I share why I shifted from targeting CMOs to CEOs and CROs, and what that taught me about positioning. I'd love to hear if you've ever had a similar realization.Vanessa Bright liked thisOne of the easiest mistakes in B2B marketing is assuming your messaging should stay the same. It shouldn't. Markets evolve. Buyers evolve. Sometimes the message is right, but the audience isn't. Other times the audience is right, but the message needs to change. The best marketing teams don't assume they've found the perfect formula. They keep testing, learning, and refining.
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Vanessa Bright reacted on thisVanessa Bright reacted on this⛳ A fantastic day at the Softcat Bristol Golf Day! Great to see another successful partner event bringing together customers, conversations, and a little healthy competition on the course. A huge shoutout to Taylor Orosz for organising such a brilliant day and for bringing together some of our key Account Managers to connect with customers. These events are a great reminder that some of the best business relationships are built outside the boardroom. Well done to everyone involved—we're already looking forward to the next one! 👏 #TeamDruva #Softcat #PartnerSuccess #Channel #RelationshipBuilding #GolfDay #CyberResilience #AIResilience
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Vanessa Bright liked thisVanessa Bright liked thisHappy to be back at San José State for a couple more Career Launch Initiative (CLI) sessions. And it’s clear this program is hitting its stride. Led by Jordan Walters and supported by a strong mix of SJSU alumni and Bay Area professionals, CLI is creating real, practical value for students getting ready to enter the workforce. What stood out this time: the students are coming in sharper. Better prepared, more thoughtful, and clearly ready to make the most of the opportunity. Word is getting out and it shows. At the same time, many of the Professional Advisory Council (PAC) members have been through a few rounds now, and there’s a noticeable rhythm to the sessions. Conversations are more focused, more direct, and more impactful. When both sides show up ready, the quality of the experience changes. Always great to be part of it.
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