🤝 Achieve sales-marketing harmony in 2024
Plus: The incoming digital transformation and how to attract top talent
Do you fear your talent pool is drying up?
It might just be a matter of marketing.
Let’s discuss.
Today’s agenda:
🤖 What will 2024 bring for AI? Experts weigh in
🧑💼 How to attract talent in a labor shortage
🤝 Tactics for sales + marketing harmony
💼 Briefly — our quick news roundup
⏱️ Up & coming
🔮 AI expert: ‘Our digital lives will be transformed’
Last week marked the one year anniversary of ChatGPT’s public release.
As we look ahead to 2024, Fast Company asked 41 AI experts how generative AI tools will be applied over the next year to help businesses.
What the experts say
🗣️ By the end of 2024, our digital lives will be transformed, starting with our daily communications and and email management, says Jeremiah Owyang of Blitzscaling Ventures
🧑💼 GenAI will contribute to a more personalized employee experience that will boost satisfaction and productivity, says Joe Atkinson of PwC
🔎 Large language models will continue improving on their ability to accurately synthesize raw data into usable formats so businesses can spend more time on insights rather than analysis, says Anna Marie Wagner of Ginkgo Bioworks
☎️ Expect to see these tools used heavily for customer support, telesales, and customer relationship management, says Rob Enderle of the Enderle Group
⛔ GenAI “will foster an unprecedented environment of distrust online,” particularly during the 2024 election — but this will push Big Tech, security, and the government to come together for a solution, says Steve Won of 1Password
Read the full responses from the experts here.
💼 Creative recruitment strategies in an evolving market
“Unique untapped talent pools still exist,” writes recruitment marketing expert Neil Costa.
As the labor market evolves, there is a growing need for creative recruitment approaches that help connect job openings to the workforce.
The solution? Use existing consumer advertising strategies to attract candidates.
Here’s how, according to Costa:
Market your business’s values and benefits to target candidates on popular channels like Facebook, TikTok, and YouTube
Consider “aggressive on-campus advertising” to influence students to pursue careers in certain industries
Use AI to help write job descriptions, answer FAQs, and schedule interviews, which frees up time to make more personal connections with candidates
By using effective targeting strategies to meet candidates where they are, businesses can widen the pool of available candidates and find the people they need to drive growth.
💪 Sales + Marketing: An unbeatable duo
The sales and marketing disconnect is a tale as old as time.
But an analysis of 14 B2B companies that managed to bridge the gap revealed an outcome of a $500 million pipeline.
Why is there a disconnect?
Lack of communication
Different goals and metrics
Misalignment in understanding the target audience
Lack of shared processes/technologies
How to achieve alignment
Encourage open dialogue, meetings, and joint planning sessions to facilitate collaboration
Establish shared goals and KPIs
Clearly define what constitutes a qualified lead, and ensure that both sales and marketing teams agree on these criteria
Invest in technologies that enable seamless integration between sales and marketing systems
🏆 To solidify these tactics, leadership must actively support, encourage, and reward the collaboration.
Briefly
💻 9 tips for optimizing your website for the holiday season
🤖 OpenAI’s custom chatbots are leaking the instructions used to create them — which could become a major issue if confidential or sensitive data is involved
📈 U.S. gross domestic product grew at a 5.2% annualized pace, which was better than expected
💬 Billionaire investor Charlie Munger died at age 99 last week: Read some of his most memorable quotes here
🧰 Content marketing tools that will help your sales and marketing teams bridge the gap
📤 Google is going to start deleting inactive accounts — read how you can avoid a spike in bounce rates
Up & Coming
The Fed will need a compelling reason to start cutting rates in 2024, experts say — such as a “sharply slowing” economy and rising unemployment.