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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
In this episode of The Marketing Front Lines, we speak with Chris Hood, CMO of PolyAPI and author of the bestselling book on artificial intelligence. With over 35 years in marketing, Chris brings a unique perspective shaped by his experiences in entertainment marketing, from movie theaters to hit shows like American Idol and 24. As a self-described “AI realist,” Chris cuts through the hype to deliver a pragmatic view of what AI can and cannot do for marketers. Having produced over 500 podcast episodes himself, Chris shares insights on authenticity in marketing communications and why he believes the concept of “B2B marketing” is fundamentally flawed.
Topics Discussed:
- The evolution from structured to authentic marketing communications
- How authenticity can’t be manufactured and must come from genuine customer connection
- The disconnect between reality and fiction in AI marketing
- Why cold AI-generated emails are damaging brand equity
- Reframing marketing as research and development for your business
- The importance of market research before content creation
- Testing positioning using data to remove personal bias
- Why the concept of “B2B marketing” may be obsolete
Actionable
Takeaways
Prioritize Market Research Before Content:
The foundation of effective marketing isn't content creation or social media—it's understanding your market and customer. Chris emphasizes that marketing is research and development for your business, requiring you to first identify your market, understand your consumer, and define the problem you're solving before creating messaging or content.
Embrace Natural Communication Over Perfection:
As AI makes content increasingly polished, the subtle human imperfections in communication have become more valuable. Chris notes that over his podcasting career, he shifted from heavily edited content to natural conversation, recognizing that authenticity resonates more with audiences than perfection.
Use AI as a Research Tool, Not a Content Generator:
Rather than using AI to create customer-facing content like cold emails, Chris recommends leveraging AI for its research capabilities. Use it to analyze market trends, customer data, and competitive landscapes—areas where AI can provide genuine value without compromising authenticity.
Remove Personal Bias When Testing Positioning:
When testing messaging or positioning, rely on data rather than personal preference. Chris warns that marketing often fails when personal bias overrides what the data clearly shows, emphasizing the need to "make a decision based on the data" even when it contradicts your personal taste.
Rethink B2B Marketing as B2B2C:
Chris challenges the concept of B2B marketing, suggesting that it's actually B2B2C at minimum. By understanding the end consumer of your business customer, you create more effective marketing that acknowledges the complete value chain. He notes, "If you can make those customers happy, then you are going to indirectly make those businesses that you're engaging with want your brand even more."
Maintain Continuous Customer Communication:
Surprises during customer interviews indicate a communication breakdown. Chris stresses the importance of consistent check-ins and open-door communication with customers to prevent unexpected feedback. This proactive approach helps identify issues before they become problems.
Align Keywords, Categories and Positioning Across Platforms:
Create synergy across all marketing channels by ensuring keywords, messaging, and categories are consistent everywhere your brand appears. This alignment creates a unified brand experience and maximizes impact across touchpoints.
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