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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
In today’s fast-paced tech-driven world, establishing a strong marketing function within a company can be the cornerstone of growth and brand recognition. Whether you’re venturing into SAP services or exploring the realms of AI and digital transformation, the challenges and victories of building a marketing function are omnipresent. Today, we’ll delve into the experiences and insights shared by two marketing executives who have successfully navigated this journey. Their stories highlight strategic planning, brand alignment, the power of collaboration, and embracing AI technologies to drive marketing success.
Carla Hartman, Senior Vice President of Marketing at her last company, embarked on the mission of constructing a marketing function from the ground up. Having been the first marketing hire at her organization, Carla shares her strategic approach to developing an effective marketing plan that aligns with the company’s core objectives.
When Carla joined her last company, she realized the importance of brand strategy. In established companies, especially small to midsize ones, there may be varying perceptions of the brand internally and externally. One of her initial challenges was to conduct a comprehensive brand survey that involved internal stakeholders, employees, and external clients. Carla emphasizes:
“Your brand is not what you want it to be or what your CEO says it is. It’s what other people say you are.”
Internally, the company was perceived as a staffing firm, but as they transitioned, it became crucial to reflect their expansion into comprehensive solution services. By realigning the brand both internally and with the marketplace, the company was able to reshape its identity successfully.
As Carla navigated her role, conversations with members of the C-suite often revolved around the impact of marketing on revenue. She outlines the importance of tying marketing activities directly to the revenue stream, ensuring the function is recognized as a revenue generator and not a cost center. Her advice to marketing executives is clear:
By engaging in activities like webinars and podcasts, Carla successfully integrated lead generation into other marketing efforts. Her initiative to launch a podcast for her last company exemplified an innovative approach that fostered brand awareness and a new stream for lead generation.
Podcasts have emerged as a vital tool for fostering thought leadership and expanding brand reach. Carla notes the success of their podcast initiative, with over 60 episodes released, contributing not just to brand awareness but also generating leads and nurturing ongoing relationships.
AI technologies stand as a significant force multiplier in the marketing landscape. Carla shares her enthusiasm for generative AI, particularly noting how these tools expedite processes like drafting content, conducting market research, and analyzing data. She highlights the importance of using AI with good governance, ensuring company data remains secure while leveraging AI’s efficiency.
The company has embraced AI to streamline their marketing efforts, adapting tools like ChatGPT to enhance content generation and provide richer analytics.
Next, we turn to Sharon Argov, Chief Marketing Officer at AI21 Labs. With rich experience in the tech world spanning AI and cybersecurity, Sharon shares her strategies for marketing success in a competitive environment.
Sharon underscores the importance of tapping into the creativity of her team to fuel innovative marketing strategies. She has cultivated mechanisms to empower employees to contribute to marketing content, video creation, and social engagement:
“I think even the most talented and sophisticated marketer would never speak the same as this algo person or developer.”
By fostering employee engagement and allowing them to build personal branding, Sharon has amplified her marketing efforts and cultivated a dynamic, collaborative environment.
Measurement and analysis are pivotal in Sharon’s marketing strategies. She advocates for a data-led marketing approach, ensuring all decisions are backed by robust analytics. Her emphasis on employing marketing analysts and fostering a culture of data-driven decision-making has positioned AI21 Labs at the forefront of tech marketing.
One of Sharon’s proud achievements is assembling a talented team that embodies creativity and a growth mindset. She values professionals who bring diverse perspectives and passions to their work, which enhances the creative output of her marketing department.
AI technologies have reshaped the landscape of personalized customer journeys and creative design. Sharon observes:
“The world of creations is changing dramatically. In a click of a button, you can have five different videos and 200 ads to test.”
Hyper-personalization and AI-driven creative tools enable marketing teams to tailor their strategies more precisely, enhancing engagement and delivering real-time marketing experiences.
The experiences shared by Carla Hartman and Sharon Argov underscore the dynamic nature of marketing in tech-driven industries. From developing brand strategies to integrating AI, their journeys reveal the critical importance of collaboration, creativity, and data-led insights. As marketing executives continue to adapt in 2025, these insights offer invaluable guidance in building successful marketing functions that drive revenue and elevate brand presence.
For more insights and to connect with these inspiring executives, visit AI21 Labs. Engage with Carla and Sharon on LinkedIn and explore their innovative marketing approaches.
To stay updated with the latest in marketing strategies and innovations, subscribe to the NTM Growth Marketing Podcast. Join our Marketing Mastermind cohort to participate in discussions, share strategies, and tackle real-world challenges with like-minded marketing professionals. Membership is exclusive and by application only.
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