Navigating the Future of Marketing: Embracing Change and Innovation


In the ever-evolving world of marketing, the future often seems both exciting and daunting. At the 2023 AI Revenue Summit, Matt Heinz delves into the transformative shifts expected in the marketing landscape in the coming years. With a blend of foresight and practicality, Heinz provides a roadmap for marketers to prepare for and capitalize on these changes. Join us as we explore the future of marketing and how to stay ahead of the curve.

Key Points

1. Prioritizing Owned vs. Rented Land: The importance of building and nurturing your own platforms and communities, rather than relying solely on third-party platforms that can change their algorithms and rules.
2. Data Over Demand: The increasing significance of data-driven decision-making in shaping marketing strategies and campaigns.
3. Ecosystems and Relationships: The need to foster and leverage relationships within the broader business ecosystem, including partners and influencers.
4. Balancing Brand and Demand: The imperative to strike a balance between building brand awareness and driving immediate demand.
5. Omni-channel Approach: The shift towards a seamless, integrated approach across all marketing channels, ensuring a consistent and cohesive customer experience.

The Shift to Owned Platforms 

Heinz emphasizes the value of building your own platforms and communities. In an era where algorithms of third-party platforms like LinkedIn or Twitter can change overnight, having control over your own 'land' becomes crucial. By investing in owned platforms, businesses can ensure a consistent and direct line of communication with their audience.

Harnessing the Power of Data 

Data has emerged as a cornerstone of modern marketing. Beyond just generating demand, understanding and leveraging data can provide invaluable insights into customer behavior, preferences, and trends. This data-driven approach allows for more targeted and effective marketing campaigns.

Building Strong Ecosystems 

In the interconnected world of business, relationships matter. Whether it's with partners, influencers, or other stakeholders, fostering these relationships can amplify your marketing efforts. By engaging with and understanding your broader business ecosystem, you can create synergies that drive mutual growth.

Striking the Right Balance 

While immediate demand generation is essential, Heinz highlights the increasing importance of brand building. Initiatives like smartsheet's partnership with Formula One demonstrate the power of brand-centric campaigns that resonate with audiences on a deeper level.

Embracing the Omni-channel Approach 

The customer journey is no longer linear. With multiple touchpoints across various channels, it's vital to provide a seamless and consistent experience. An omni-channel approach ensures that whether a customer interacts with your brand through email, social media, or any other channel, they receive a cohesive and integrated experience.


The future of marketing is a blend of innovation, adaptability, and a deep understanding of the evolving landscape. As we look ahead, it's clear that those who embrace change, leverage data, and prioritize relationships will lead the way. For those eager to delve deeper into the future of marketing, download the event's ebook. Moreover, discover how "Signals", a cutting-edge AI marketing tool, can be the game-changer in your B2B marketing strategy, transforming website interactions into meaningful engagements and lasting customer relationships.