Emily Boschwitz, VP of Growth at Vanta, discusses which class of software tools provides the highest immediate value to her team's marketing execution.
Insight
Boschwitz: Brand identity is the ultimate moat in an automated market
“No matter how smart, how fast these tools get, brand is gonna be the reason why people trust your business, come to you, and return. It's the way they feel on your site, They feel, you know, talking to a sales rep or reading a case study. It's defensible. It's…”
Prediction Not checkable as stated
Boschwitz: AI will lead to fewer agencies and more in-house craft experts
“On the team side, I believe we're gonna see people become real experts in their craft. They're gonna understand how to use these tools and operate at a scale they themselves have never seen before, which probably means less agencies and more people that are re…”
Prediction Not checkable as stated
Boschwitz: Marketers will increasingly leave full-time roles for independent consulting
“Being in more control of your day-to-day tends to lend itself to give you more ability to do that, and so likely we'll see more people go off on their own, become experts in their craft, and support multiple businesses in this way. It'll be more economical for…”
Insight
Boschwitz: Sales and marketing must tightly align to sell B2B security products
“And so we have to make sure that we're not creating a bunch of noise, we're creating clarity. And to do that well, marketing and sales have to be tied at the hip and build an engine that delivers the right message at the right time.”
Prediction Not checkable as stated
Boschwitz: Future GTM leaders will manage multiple tools within one system
“I very much see the future being that a CMO and a, you know, a head of sales is orchestrating across multiple tools, but within one system.”
Prediction Not checkable as stated
Boschwitz predicts AI image tools will be enterprise-ready in months
“On the image side, I don't yet feel that we're there yet with the programs, but the opportunity is clearly coming, and the improvements we've seen in these platforms and their ability to create images has been night and day, and so I expect in a few months' ti…”