Today, I’d like to simply share a few of my favorite quotes from the sessions I attended and provide a little context for each. I’ll publish at least one more post next week!
“The winning teams are the most curious ones”
Aravind Srinivas, Co-Founder, Perplexity
In my own words, I’ve summarized this as “Curious teams win.” This concept is really a repeat on a theme first presented by Yamini Rangan, HubSpot CEO. The idea is that, as marketers, we have to continue to ask questions, learn, adapt and test in order to improve and find solutions that work for our teams and companies. As marketers, it’s also our jobs to “depressurize AI adoption” across our organizations (I *think* this was a phrase used by Lena Waters, CMO, Notion.)
“What still matters is: trust, taste, and expertise”
Jonathan Hunt, VP of Media, HubSpot
To me, this is a classic play on the phrase “content is king”. Volume of content will only get you so far—especially if it’s AI-created or even if it’s “hyper-personalized”. This is why, as a songwriter and graphic artist, and as a human, I don’t worry about AI taking my creative job. Creating art is a distinctly human trait, impossible to replicate in a machine. It requires a soul.
“Traffic down, revenue up.”
Dale Bertrand, President, Fire&Spark
For a lot of companies, maybe most, but not all, website traffic is down because of SERP Page Snippets, AI Overviews, and now, AI mode. But if you’re doing something right, you might actually find that your revenue is up. The reason for this is because visits to your website from LLMs converts at a higher rate than traditional SERPs. Estimates are between 3x and 10x better CRs. The last thing I’ll say about this is that marketers need to be conscious of trying to craft a seamless experience that transitions from LLM conversation to website to purchase.
More insights coming next week :)
