Episode 169 - Limitless Marketing Experiences with Lisa Cole
I don’t know about you, but I find the cereal aisle to be a pretty wondrous place. We’re all probably pretty used to it, but just imagine the cereal aisle from the perspective of a person who has never seen it before. It’s a lot. I mean, how do you pick a cereal when you don’t know what each of them has to offer.
Of course, this is where marketing comes in.
Marketing is that thing that tries to connect us with products, services, organizations, and every other matter of thing that is trying to get our attention. In the Attention Economy, that’s a tall ask. The Attention Economy refers to how human attention is a scarce resource and can be traded for profit. The key point here is it is a ‘scarce resource,’ and one that is only getting more scarce. As an educator, I know this very well. We only have so much attention to give, and there is more and more that is competing for it.
Marketers have a much harder job, but luckily for them they have more tools at their disposal to help. The trick is how to best use them.
Today's guest on Experience by Design is Lisa Cole, Chief Marketing, Product, and AI Officer (or CMPAIO) of the company 2X. She also is the author of the just released book The Limitless CMO). She also is the author of the books “Brand Gravity” and “The Revenue Ramp.”
We talk about how growing up she was the kid that always tried to take things apart to see how they worked. That translates very well to exploring how AI can be leveraged for marketing today, digging into it and seeing how it works in order to capitalize on its abilities in the Attention Economy.
We discuss how we need to spend more time learning than just doing, finding ways to do things differently than before if we want to stand out from the noise. Lisa highlights the importance of reimagining workflows and tasks before applying AI to optimize outcomes and prevent inaccuracies. Afterall, the product produced through the use of a tool is always dependent on the skill of the person using it.
Lisa’s new book shows how marketing leaders can overcome constraints through three key levers: running marketing like a business, leveraging outsource models, and adopting AI. We also discuss the relationship between sales and marketing, and how many companies continue to make it harder to buy when they finally get your attention.
Finally, Lisa shares how she used an AI-based tool to interview her on long drives to help her generate ideas for her book.
In this new era of attention competition, there is a lot to learn to make people aware of our presence, and this conversation is a great place to start no matter what you are marketing. Even cereal.
Lisa Cole: https://www.linkedin.com/in/lisacole01/
2X Marketing: https://2x.marketing/
“The Limitless CMO”: https://www.amazon.com/Limitless-CMO-Transform-Order-Taking-Market-Making-ebook/dp/B0GSCXR8HM
Episode Intro Music - The Tall Pines - “The Key”
Episode Ending Music - Ketsa - ”Dreaming Days”
