Embracing AI: Why Marketers Need New Skills to Thrive

I’ve built my career at the intersection of marketing and high tech, working in industries that focus on using technology to improve people’s lives and work — like telecommunications, networking, data management, artificial intelligence, and now digital learning. So, it hasn’t been too big a leap for me to embrace all the ways that marketing has evolved in the digital age. After all, these days every company is a technology company. Tech is at the core of every industry and every function, and marketing is no exception.
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Can you share some insight on how marketers can improve web strategies to drive impact on customers?
To drive impact on customers through web strategies, marketers must create a web experience that is engaging and differentiated in a way that is compelling and valuable to your specific audience. There is a vast amount of content flowing on the internet, so it is essential to meaningfully stand out. Seamless collaboration between cross-functional teams within your company, particularly marketing and IT, is a key to achieving extraordinary website performance. However, challenges including understaffing, rapidly changing market trends, and alignment of cross-functional priorities can impact website performance. At Pantheon we’ve found that enabling effective collaboration enables WebOps (website operations) teams to streamline web processes to increase productivity and performance. Our SaaS platform provides workflows to enable internal teams to work on websites in parallel, which removes friction between marketing and IT teams and increases time to launch and the ability to continuously publish and improve website content, experience, and conversions. This enables marketing teams and business stakeholders to shift from focusing on how to hit web launch deadlines to focusing on how to achieve measurable market results.
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