MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Why AI in GTM Presents Massive Opportunities
Host: Benjamin Shapiro
Guest: Daniel Sachs, Co-Founder and CEO of Landbase
Release Date: May 8, 2025

Introduction

In this enlightening episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling conversation with Daniel Sachs, the Co-Founder and CEO of Landbase. Landbase specializes in leveraging advanced AI technologies to streamline and optimize go-to-market (GTM) processes. The duo delves deep into the transformative potential of agentic AI in marketing, exploring how it can revolutionize strategy, execution, and overall business growth.

Understanding Agentic AI in Marketing and GTM

The conversation kicks off with Benjamin introducing the concept of agentic AI, prompting a discussion on its theoretical and practical implications in marketing.

Benjamin Shapiro (01:15):
"Artificial intelligence is going to create some massive opportunities for go to market."

Daniel Sachs (02:30):
"Today my word would be intelligence. So what we find is that you can harness the intelligence of humans and the wisdom of the crowd, but you can also harness machine intelligence."

Daniel emphasizes that combining human intelligence with machine intelligence can lead to incredible outcomes, surpassing average human and AI performances. He highlights that top human performers, when augmented with machine intelligence, can achieve next-level results.

The Role of Intelligence and Strategy in AI

While Daniel focuses on intelligence as the cornerstone of AI in GTM, Benjamin introduces his perspective, emphasizing strategy.

Benjamin Shapiro (03:05):
"My word would be strategy. I think that there's the opportunity for [AI] to play a couple different roles."

He points out that current AI applications in marketing often require manual prompting and lack true agentic capabilities. Instead, AI acts as a strategy execution tool, assisting marketers in analyzing markets and operationalizing tactics.

Optimizing Go-To-Market with Agentic AI

The discussion transitions to how agentic AI can enhance GTM efficiency. Daniel brings to light a concerning statistic:

Daniel Sachs (03:46):
"About 45% of campaigns fully fail to generate leads that convert. That's wild."

This high failure rate underscores the inefficiency in current marketing and sales efforts. Daniel explains how Landbase's proprietary AI model, GTM1 Omni, can simulate and predict campaign outcomes, thereby reducing wasted spend and improving conversion rates.

Daniel Sachs (05:55):
"One of the things that we can tap our model for intelligence is actually a footprint and playbooks about what campaigns you should try across what channels."

By providing data-driven insights and strategic recommendations, agentic AI helps marketers allocate budgets more effectively across various channels, such as phone, email, ads, and billboards.

Building the "GTM Pizza": Essential Data Inputs

In the "Secret Sauce" segment, Benjamin and Daniel use a pizza-making metaphor to describe the essential ingredients for an effective AI-driven GTM strategy.

Daniel Sachs (06:15):
"If I were cooking up my pizza... you want to throw into the oven is the context on every business in the world who they want to sell to, the buyer intent."

He elaborates that the AI model requires a blend of public and private data to generate meaningful insights:

• Public Signals: Customer sentiment, ratings, reviews, competitor analysis, and channel performance.
• Private Signals: CRM data, contact information, customer retention rates, and internal differentiators.

Benjamin Shapiro (07:35):
"What I'm going to put in the oven is all the elements that I know about your business... you want to understand where you fit into the grand landscape of the marketplace."

Benjamin adds the importance of competitive intelligence, ensuring that the AI model accounts for competitors' business models and market positioning.

The integration of these data points enables the AI to produce a personalized GTM plan, detailing ideal customer profiles, budget allocations, and strategic channel investments.

Encouraging AI Adoption within Marketing Teams

Moving to the practical application of AI, Benjamin introduces a role-play scenario where Daniel assumes the role of a B2B CMO at a mid-market company tasked with encouraging his team to embrace AI.

Benjamin Shapiro (10:45):
"How do you get your team to embrace artificial intelligence for their go to market strategy instead of assuming that they know how to do it without modern technology?"

Daniel Sachs (10:45):
"I would encourage my team to take risks, to be open-minded, to try new things, but also push for the basics... use first principles."

Daniel advocates for a balanced approach that combines fundamental marketing principles with the adoption of new AI technologies. He stresses the importance of:

• Encouraging Risk-Taking: Motivating the team to experiment with AI tools.
• Focusing on Fundamentals: Reinforcing core marketing concepts like the four Ps—product, positioning, pricing, and promotion.
• Integrating Technology as a Tool: Using AI to automate repetitive tasks and enhance collaboration across siloed teams.

Benjamin Shapiro (11:59):
"Understanding where you're spending wasted time... if you're running into these repetitive tasks, that's probably something that you can automate."

Benjamin complements Daniel's approach by highlighting the need to identify and eliminate redundant tasks through AI, thereby allowing the team to focus on strategic and creative endeavors.

Final Thoughts on Agentic AI and Future Outlook

As the conversation draws to a close, Daniel shares his vision for the future of agentic AI in marketing.

Daniel Sachs (13:00):
"The speed in which businesses are moving today is faster than ever... technology can automate away the manual repetitive processes... allow you to reclaim your day and do more of what you love."

He envisions a future where AI not only enhances efficiency but also humanizes marketing by freeing up marketers to engage in creative and strategic activities. Daniel believes that agentic AI will bridge the gap between data-driven insights and human intuition, fostering a more collaborative and innovative marketing environment.

Benjamin Shapiro (13:54):
"What is not going to change is that marketers need to understand who their customers are and what their problems are. If you're able to use artificial intelligence to mine and refine the data set that you have to understand your customer problems, you're gonna be able to move faster, get more time back to yourself, and be more successful in your marketing programs."

Benjamin reinforces the idea that while AI tools like Landbase are instrumental in optimizing marketing efforts, the fundamental understanding of customer needs remains paramount. The synergy between human insight and AI-driven data analysis is key to achieving sustained business growth.

Conclusion

This episode of the MarTech Podcast™ offers a deep dive into the transformative power of agentic AI in the realm of marketing and go-to-market strategies. Through insightful dialogue, Benjamin Shapiro and Daniel Sachs elucidate how integrating advanced AI models can lead to smarter, more efficient, and strategically sound marketing campaigns. They highlight the importance of combining human intelligence with machine capabilities to overcome the high failure rates in current marketing practices.

Notable Quotes:

• Daniel Sachs (03:46):
  "About 45% of campaigns fully fail to generate leads that convert. That's wild."

• Daniel Sachs (09:39):
  "If you can harness public and private information about you and your prospects or customers, and you throw it into this oven, what you want is for this AI engine or model to do its work and pull out all the interesting insights."

• Daniel Sachs (13:00):
  "Technology can automate away the manual repetitive processes, can bring together the siloed teams and can remove the fragmentation in a siloed software stack and be able to bring everything together."

• Benjamin Shapiro (13:54):
  "If you're able to use artificial intelligence to mine and refine the data set that you have to understand your customer problems, you're gonna be able to move faster, get more time back to yourself, and be more successful in your marketing programs."

For those interested in leveraging AI to revolutionize their marketing strategies, Daniel Sachs and Landbase present a compelling case for embracing agentic AI as a pivotal tool in driving business growth and operational excellence.

To learn more about Daniel Sachs and Landbase, visit landbase.com. For additional resources and episode summaries, head over to martechpod.com. Subscribe to the MarTech Podcast™ on your preferred podcast platform to stay updated with the latest insights on marketing and technology.