MarTech Podcast ™ Episode Summary: "Master Existing Tools vs Invest in New AI Technology"
Release Date: June 26, 2025
Host: Benjamin Shapiro
Guest: Greg Kilstrom, Principal of the Agile Brand and Host of the Agile Brand Podcast
Podcast: MarTech Podcast ™ // Marketing + Technology = Business Growth
Introduction
In this episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a thought-provoking discussion with Greg Kilstrom, Principal of the Agile Brand and host of the Agile Brand Podcast. The focus of their conversation centers on a critical decision facing modern marketers: whether to master existing marketing technology (MarTech) tools or to invest in new artificial intelligence (AI)-centric technologies. This dialogue delves into strategies for optimizing current MarTech stacks while embracing the advancements AI offers for business growth.
Understanding and Maximizing Current MarTech Tools
Greg Kilstrom emphasizes the importance of thoroughly understanding and leveraging existing MarTech tools before considering the integration of new technologies. He advises marketers to "have a better understanding of what you currently have before you start tacking on new things" (01:52).
Key Points:
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Comprehensive Familiarity: Before introducing new tools, it's crucial to explore the full capabilities of current platforms. Many existing tools are continuously updated, often incorporating AI features that marketers may not be utilizing yet.
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Maximizing Investment: Utilizing the full potential of existing tools ensures that organizations get the most value out of their investments, avoiding unnecessary expenditures on redundant technologies.
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Single vs. Multiple Products: There's a balance to be struck between using a single comprehensive product versus multiple specialized tools. Greg points out the benefits of using integrated solutions to streamline processes and reduce complexity: "It's waste at most or at the very least to just not use everything that you're already paying for." (01:52)
Embracing New AI-Centric Technologies
While Greg advocates for maximizing current tools, he also acknowledges the transformative impact of AI in the marketing landscape. Benjamin Shapiro prompts Greg to explore this duality by asking whether marketers should focus on existing tools or invest in new AI technologies.
Key Points:
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Adaptive Strategy: Greg underscores the necessity of adaptability in marketing strategies. "Look, you have to be adaptable" (01:15), especially in the rapidly evolving tech environment.
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AI Integration: A significant portion of AI advancements are being integrated into existing tools, making the transition to AI-enhanced marketing less daunting. This integration allows marketers to "play with all the toys and the new tools" without completely overhauling their current systems.
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Efficiency through AI: Greg provides a practical example of AI's efficiency by sharing his experience with creating strategy briefs. Previously time-consuming tasks are now expedited using GPT and other large language models (LLMs): "I used to sit down for days, weeks... now I've got a series of bots and LLMs that essentially create the initial brief" (02:48). This exemplifies how AI can significantly reduce the time and effort required for complex tasks.
Balancing Mastery and Innovation
The conversation highlights the delicate balance marketers must maintain between mastering existing tools and innovating with new technologies. Greg's insights suggest that while it's essential to fully utilize and understand current MarTech solutions, being open to integrating AI technologies can lead to substantial efficiency gains and strategic advancements.
Notable Quotes:
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Greg Kilstrom:
- "You need to have a better understanding of what you currently have before you start tacking on new things." (01:52)
- "There are benefits to using more of a single product versus using a little bit of multiple things." (01:52)
- "If it's not broke, don't fix it. But... start to rely on artificial intelligence to expedite the process." (02:48)
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Benjamin Shapiro:
- "You have to be adaptable." (01:15)
Conclusion
In wrapping up the episode, Benjamin Shapiro and Greg Kilstrom reinforce the importance of strategic decision-making in MarTech investments. Understanding and maximizing existing tools lay a solid foundation, while strategically integrating AI can propel marketing efforts to new heights. This balanced approach ensures that marketers remain effective and competitive in a technology-driven business landscape.
Greg Kilstrom leaves listeners with actionable advice: "Just focus on keeping your customers happy." (04:32), underscoring that regardless of the tools or technologies employed, customer satisfaction remains paramount.
Additional Resources
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Connect with Greg Kilstrom:
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Subscribe to the MarTech Podcast™:
- Available on major podcast platforms and martechpod.com
This summary encapsulates the essence of the "Master Existing Tools vs Invest in New AI Technology" episode, providing insights and practical advice for marketers navigating the complex interplay between current MarTech solutions and emerging AI technologies.