What data and AI hide about your customers
With AI tools being introduced at a furious pace by martech vendors and advertising platforms alike, it’s time to stop and ask a crucial question: is AI making marketing easier?
In this episode of Conversations with MarTech, Malinda Sandman, global VP of marketing at Typeform, discusses how AI is reshaping the landscape for B2B and B2C marketers.
This conversation dives deep into why AI might actually be making marketing harder in the short term due to the shift toward a “clickless” environment, how marketing teams can avoid the “garbage in, garbage out” trap of AI tools, and why having more data doesn’t necessarily mean you know your customer.
Malinda also shares how Typeform uses AI to conduct scalable customer interviews and bridge the gap between B2B and B2C insights.
Key topics covered
- Is AI in paid ad platforms net positive or net negative?
- Human-centric creative vs. AI scaling: Avoiding homogeneous outputs
- Why 97% of marketers use AI, but lead follow-up is still lagging
- Does your marketing team actually have “enough” data?
- “Always On” research: Gathering customer feedback in 24 hours
- Bridging B2B & B2C marketing mindsets using video feedback
- The Biggest Lie in Marketing: Why more data ≠ knowing your customer
Episode guide
00:00 Introduction
00:40 Meet Malinda Sandman
1:27 Has the explosion of AI tools been a positive or negative for marketing?
5:03 Where should marketers be using their energy in the AI era?
7:11 “Marketers don’t necessarily have a data problem, they have an action problem.”
8:34 The “million dollar next thing to solve.”
9:37 Fundamental marketing problems AI hasn’t addressed.
13:25 What’s working for the marketing team at Typeform?
16:59 What’s the biggest lie the marketing industry tells itself?
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