Master existing tools vs invest in new AI technology

Summary

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

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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:

• 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.

• 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.

• 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:

• 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.

• 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.

• 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:

• 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)

• 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.

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Additional Resources

• Connect with Greg Kilstrom:

  • LinkedIn Profile
  • The Agile Brand Website

• Subscribe to the MarTech Podcast™:

  • Available on major podcast platforms and martechpod.com

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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.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Greg Kilstrom]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs.

[Unknown Speaker]

Better than TV advertising.

[Greg Kilstrom]

Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Greg Kilstrom]

I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the principal of the Agile Brand and the host of the Agile Brand Podcast, which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply agile principles to get more value from from your Martech stack. A podcast can't go along without us talking about artificial intelligence and specifically with agility. Look, you have to be adaptable. So tell me, what's your strategy today? Should you be focused on mastering your existing tools or are you advising people to invest in new AI centric technology?

[Unknown Speaker]

I guess the good news is a lot of AI is being incorporated into existing tools, so maybe a non answer there a little bit, but I would say you need to have a better understanding of what you currently have before you start tacking on new things. I love playing with all the toys and the new tools and everything like that. So on the one hand I think it's important to know what's there. But before you start replacing things or tacking things on, just get to know what you have and its capability. You might be surprised that the platform that you have has some AI or some agentic feature or something like that that they didn't have two months ago. So get to know what you have and then even if you're in a composable environment where picking the best solutions is the purpose of that, still understand what you currently have. It's waste at most or at the very least to just not use everything that you're already paying for. But again, there are benefits to using more of a single product versus using a little bit of multiple things.

[Greg Kilstrom]

I think if it's not broke, don't fix it. But when you're trying to solve a new problem, there's no reason that you shouldn't be using the most advanced technology. And I think about how we work where now, when it comes down to creating a strategy briefing, I used to sit down for days, weeks, a long time to sit down, think, do competitive analysis, and figure out how to position a podcast. Now I've got a GPT, I've got a series of bots and LLMs that essentially create the initial brief, and then I'm using my thoughts to compile the research. What you're doing can be made more efficient. So when you're trying to do new tasks, or when you feel like something is taking too long, start to rely on artificial intelligence to expedite the process. And that wraps up this episode of the MarTech podcast. Thanks for listening to my conversation with Greg Kelstrom, the principal at the Agile Brand and the host of the Agile Brand Podcast. If you'd like to get in touch with Greg, you can find a link to his LinkedIn profile in our show notes. Or you could visit martechpod.com of course, you could visit his company's website, which is theagile brand.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feedback, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Benjamin Shapiro]

Thanks for listening to the MarTech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.