This Week in Marketing: Artificial, Actual and Emotional Intelligence

By Tequia Burt, Editor in Chief of LinkedIn Collective and LinkedIn Ads Blog.

AI is gaining new abilities all the time. But for marketers, the technology is about more than an artificial voice telling a charming bedtime story. It’s about greater efficiency in processing and analyzing the mountains of data that marketers have at their fingertips and making that data more useful in reaching our audiences.

What does the future look like for AI in marketing? Join the LinkedIn Collective on Tuesday, June 18th for a panel discussion on Redefining the Role of the Marketer in the Age of AI, featuring experts from LinkedIn, SAP and Autodesk.

And read on for the latest from the LinkedIn Collective and the web at large.?

What to Read

Are Your Brand Marketing Strategies Outdated? (CMSwire): In the race to quantify every part of marketing, curiosity and empathy can be casualties. Duncan Smith shares how marketers can focus on relevant data without losing the best practices that form deep customer connections.

Retain, Engage, Sustain: Crafting Content That Keeps Customers Coming Back (DemandGen Report): Kelly Lindenau brings key takeaways from a panel of expert content marketers from this year’s B2BMX conference. The big picture: It’s what the customer needs to hear, not what the brand wants to talk about.

Today’s B2B Buyers Have Changing Expectations and Needs. Here’s How to Engage Them (Fast Company): There’s no shortage of B2B best practice blogs out there. But this one gets extra credit for providing actual data to support each piece of advice. Bonnie Moss has clearly done her research, with a wealth of advice packed into a brief article.

The Marketing ROI Problem Has Its Roots in Marketing Culture (MarTech): Are marketers bad at earning ROI? Or are they simply failing to market their wins to an internal audience? Shiv Gupta proposes it’s the latter, and offers advice to help marketers make the case.

6 Crucial Findings From NetLine’s 2024 B2B Content Consumption Report (Convince&Convert): Jon Steiert delivers the big ideas from NetLine’s essential annual report, including the latest on executive content preferences, new data on the gate/no gate controversy, and much more.

What to Watch

Tech Haste Makes Budget Waste

Marketers are spending more than ever on marketing technology. But are we making the best use of the tech we have? Robert Rose digs into the problem with some surprising recommendations.

What to Know

The LinkedIn Collective is back with a new series of live panel discussions. Each one features experts from LinkedIn and the broader marketing world pondering some of the biggest issues in marketing today. Use the links below to register:

• Redefining the Role of the Marketer in the Age of AI

• Redefining B2B Dynamics in the Creator Economy

• Redesigning the Marketing Organization of the Future

• The New Gold Rush: Exploring the B2B Frontier

Make sure to follow the LinkedIn Collective for more insights.