Podcast
The AI Marketing Coach
Hosted by Carmela Fortin · EN
Welcome to The AI Marketing Coach, the podcast where innovation meets practicality and AI transforms the way we market. Hosted by Carmela Fortin, a certified coach, AI CMO and CEO with over 15 years of experience of unparalleled expertise to help you navigate the ever-changing marketing landscape.
Carmela’s career spans working with startups, SaaS companies, and enterprise teams to drive revenue growth, develop cutting-edge strategies, and harness the power of AI. No fluff, no overwhelming jargon—just smart, impactful marketing strategies delivered by a host who’s been in your shoes.
11episodes
Episodes
Newest firstAll episodes
The Pre-AI Layer: The Missing System Behind Your Go to Market
Feb 2400:21:48Tap to summarizeIn this episode of The AI Marketing Coach, Carmela Fortin breaks down the real reason so many AI marketing initiatives stall out. It’s not the tools, it’s the missing Pre-AI Layer that most teams skip.Carmela explains how to diagnose GTM drift, clarify true ICP tension points, and align your team before layering in AI. You'll learn how to build campaigns with intention, not chaos, and how to use decision intelligence and workflow clarity to drive real adoption and real outcomes.If your team is overwhelmed, stuck, or “busy but not growing,” this episode shows you where the breakdown actually begin, and how to fix it.The Pre-AI Layer is the most overlooked part of modern marketing, and the root cause of most GTM failures.AI adoption stalls when teams lack shared language, role clarity, and a single source of truth.Real ICP tension lives in what your buyers are whispering, not what they post publicly.AI should accelerate your strategy, not compensate for missing one.Campaigns get sharper when the intention is clear, the metrics are aligned, and the emotional hook is defined.Leadership must create guardrails, not just greenlight tools.When alignment is missing, AI multiplies the confusion.00:00 — The Real AI Marketing Challenge02:02 — What the Pre-AI Layer Actually Is04:46 — The 5-Question Self-Assessment for Marketers07:23 — Fixing Team Drift: Alignment Before Automation10:02 — The Organizational Layer Behind AI Success12:04 — The Questions Every Leader Should Ask Before Using AIThe AI Marketing Coach Podcast is brought to you by Seattle Startup Coaches, fractional AI marketing services and certified executive coaching trusted by founders nationwide.Work directly with Carmela Fortin to build GTM clarity, strengthen cross-team alignment, improve organizational readiness, and put the change-management foundations in place to design a Pre-AI Layer that actually supports your marketing performance. Book a consultation call today: https://calendly.com/meet-carmela-fortin/30minhttps://www.seattlestartupcoaches.com/
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Human-First AI Marketing with Mike Montague
Feb 1900:43:14Tap to summarizeIn this episode, Mike Montague discusses the evolution of marketing in the age of AI, emphasizing the importance of authenticity, human connection, and the playful approach to marketing. He shares insights from his career, the challenges of integrating AI into marketing strategies, and the necessity of personalization and change management. The discussion highlights the balance between automation and maintaining genuine relationships with customers, ultimately advocating for a human-first approach in AI marketing.Takeaways from this incredible episode:Finding your voice is crucial in marketing.Authenticity is more valuable than ad spend.AI should enhance, not replace human connection.Personalization is key to effective marketing.Change management is essential for AI adoption.Over-reliance on AI can dilute authenticity.Playfulness can enhance creativity in marketing.Understanding your audience is vital for success.AI can help identify the right prospects at the right time.Building trust takes time and should not be rushed.Chapters00:00 Introduction and Location Insights02:45 Finding Your Voice in Marketing05:16 The Importance of Play in Life and Work08:11 The Journey to Human-First AI Marketing10:50 Navigating AI in Marketing13:49 The Role of Authenticity in AI Marketing16:50 Personalization and Predictive Analytics19:40 Change Management in AI Adoption22:17 Overcoming Challenges with AI Tools25:22 The Future of Marketing with AI28:17 Final Thoughts and ResourcesMike Montague is the Founder of Avenue9, where artificial intelligence amplifies your unique voice, empower syour marketing team, and enables your scaling business to achieve big-brand success. at https://avenue9.com/Mike is also the host of the Human First AI Marketing Podcast at https://podcast.avenue9.com/Don't forget to check out Mike's list of favorite AI Marketing tools at https://avenue9.com/best-ai-marketing-tools/Carmela is the founder of Seattle Startup Coaches, a certified executive coach, Fractional AI Chief Marketing Officer and the host of The AI Marketing Coach Podcast. She works with founders and marketing leaders who want to use AI strategically without losing credibility, authenticity, or control of their business. Her work focuses on AI readiness, GTM clarity, operational alignment, and the human-centered “pre-AI layer” every company needs before bringing AI into their workflows.Learn more at: www.seattlestartupcoaches.comDon't forget to share with all your AI Marketing friends and smash that like button!
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AI Burnout, Delegation & the New Rules of Business Efficiency with Kelly Lorenzen
Feb 500:26:11Tap to summarizeIn this episode of The AI Marketing Coach, Carmela sits down with Kelly Lorenzen, founder of KLM Consulting, Marketing & Management, and host of Collaborative Connections, to talk about the real reason small business owners are overwhelmed. Spoiler: it's trying to do everything alone.This conversation cuts through the noise and gets straight to the human reality inside small businesses: the control habits that keep founders stuck, the blurry lines between operations and marketing, and the moment when exhaustion quietly becomes burnout. Kelly breaks down how AI fits into that picture, not as a flashy shortcut, but as a practical tool for buying back time, reducing decision fatigue, and reconnecting business owners with the parts of life they’ve put on hold.Together, Carmela and Kelly explore what founders miss when they think “AI is just for marketing,” why delegation has become a survival skill, and the critical operational foundations entrepreneurs need before any AI can actually help them scale.If you’re a founder or small business owner navigating growth, feeling stretched thin, or trying to build a healthier relationship with your business this episode hits the heart of what you need.Why so many founders wait until they're already burned out to ask for helpHow operational overwhelm, not lack of effort, is what stalls growthThe real difference between automation and outsourcing (and when to use each)How AI can shrink the “invisible hours” you’re losing dailyWhy fully AI-generated content breaks trust with your audienceHow to recognize early signs of burnout before it becomes a crisisWhy founders must learn to delegate faster to stay sustainableWhat actually makes marketing work (hint: it’s follow-through, not tools)Kelly is the founder of KLM Consulting, Marketing & Management, and the host of Collaborative Connections. She specializes in helping small business owners streamline operations, build sustainable systems, and reclaim time by integrating the right mix of delegation, automation, and hands-on support. Her work spans CRM optimization, hiring, workflow design, and strategic consulting for founders who want to grow without burning out.Learn more at: https://duplicatemyselfklm.com/Carmela is the founder of Seattle Startup Coaches and the host of The AI Marketing Coach Podcast. She works with founders and marketing leaders who want to use AI strategically without losing credibility, authenticity, or control of their business. Her work focuses on AI readiness, GTM clarity, operational alignment, and the human-centered “pre-AI layer” every company needs before bringing AI into their workflows.Learn more at: www.theaimarketingcoach.comSign up for the newsletter to get weekly insights onbuilding a strong pre-AI foundationreducing burnout with smarter systemsusing AI responsibly across marketing and operationsreal founder stories and practical guidanceYou’ll also get early access to workshops, new episodes, and resources to help you grow with clarity, not chaos.
Transcribe →What Is a Pre-AI Layer? Why Most AI Marketing Fails Before It Starts
Dec 1900:17:47Tap to summarizeMost AI marketing projects don’t fail because of the model. They fail because no one designed what comes before it.In this foundational episode of The AI Marketing Coach, Carmela Fortin introduces a new concept to the market: Pre-AI Layers, the human, organizational, and decision frameworks that determine whether AI becomes a growth engine or quietly scales the wrong outcomes.Drawing from over a decade growing AI SaaS companies, leading go-to-market strategy, and formal training in organizational change management, Carmela breaks down why AI doesn’t create clarity, reveals whether clarity already exists and what is critical to know for the market ahead.If you’ve invested in AI tools but still feel misalignment, low adoption, confusing insights, or stalled ROI, this episode explains why, and where marketing is usually the first place those cracks appear.What You’ll Learn in This EpisodeWhat a Pre-AI Layer actually is, in human terms and system termsWhy teams skip this step (and why that’s costing them real money)How missing pre-AI decisions show up as:AI content that doesn’t convertFunnels that automate confusionDashboards no one trusts enough to act onWhy marketing absorbs AI failure before product or salesThe difference between collaboration and durable alignment that AI can respectWhy AI doesn’t replace leaders, it reveals leadership gapsHow pre-AI layers future-proof teams, roles, and careers in a volatile marketKey Ideas from This EpisodeA Pre-AI Layer is the set of decisions, definitions, boundaries, and ownership that exist before intelligence is applied.It’s where teams decide:What actually mattersWhat should not be automated yetWhere human judgment lives when things go wrongWhat “good” looks like, explicitlyWithout this layer, AI doesn’t act intelligently. It guesses, efficiently.SaaS founders building with AI (or feeling pressure to)Marketing leaders navigating automation, layoffs, and tool sprawlGTM teams struggling with alignment across product, sales, and marketingAI practitioners who sense something is “off” but can’t name it yetIf you’ve ever thought:“We have the tools… so why isn’t this working?” or "Why won't people buy and adopt this amazing tool I created?"This episode is for you.This is Part 1 of a two-part series.In the next episode, Carmela slows this down and that matter.About the Podcast HostCarmela Fortin is an AI marketing strategist and advisor, certified organizational change management and executive coach, and founder of Seattle Startup Coaches. She has spent over a decade helping AI-driven companies scale through funding rounds, hypergrowth, and market shifts, and now focuses on the human systems that make AI actually work.If you’re building with AI and something feels off, it’s probably not the tools. At Seattle Startup Coaches, we help founders and marketing leaders design the pre-AI layer, the decisions, ownership, and alignment AI depends on to actually work. What's more, we then setup and scale the tools and campaigns for your company on top of that well laid foundation to scale against your goals.Learn more at www.seattlestartupcoaches.comDon't forget to like, follow or share this episode if you felt it was helpful. To subscribe to The AI Marketing Coach Podcast newsletter visit www.theaimarketingcoach.com
Transcribe →AI Readiness, Human-Centered Marketing, and the Pre-AI Layer with Venus Ranieri (VP of Marketing, Singularity University)
Dec 1600:41:53Tap to summarizeIn this episode of The AI Marketing Coach, Carmela Fortin sits down with Venus Ranieri, VP of Marketing at Singularity University, to unpack what’s really happening inside organizations as AI adoption accelerates. This conversation goes beyond tools and trends and into the human middle, the hesitation, resistance, blind spots, and leadership gaps that determine whether AI becomes a growth accelerator or a trust-breaking liability.Together, Carmela and Venus explore why many AI initiatives fail before they even begin, how leaders can strengthen their pre-AI layer, and what marketing leaders must understand now to stay relevant in 2026 and beyond.If you’re a founder, marketing leader, or executive navigating AI pressure without wanting to lose credibility, culture, or customer trust—this episode is for you. Why AI resistance isn’t about fear of technology, it’s about trust, buy-in, and clarityWhat the pre-AI layer is and why skipping it leads to costly failuresHow Singularity University helps leaders build AI readiness without replacing human judgmentThe difference between using AI and actually understanding how it worksWhy top-down AI mandates often fail inside organizationsWhere marketers are overusing AI—and where they should pull backThe real risks of inauthentic, fully AI-generated marketing contentHow leaders should think about copyright, IP, disclosure, and ethics in an AI-first worldWhat skills marketing leaders need now to avoid becoming irrelevant, or replaceableWhy “just because you can use AI doesn’t mean you should”The backlash to AI-generated brand campaigns (and what it signals)How smaller AI startups are outperforming big players by listening to real user feedbackWhy AI should be treated as a capability amplifier, not a replacement for humansWhat today’s leaders can learn from the early days of social and digital marketingVenus Ranieri is the Vice President of Marketing at Singularity University, where she leads global marketing initiatives for executive education and enterprise programs focused on exponential technologies, AI, and future-ready leadership.At Singularity, Venus works closely with organizations and executives navigating uncertainty, helping them reimagine strategy, innovation, and growth in an AI-accelerated world—without losing the human core.You can find Venus on LinkedIn or learn more about Singularity University at su.org. Carmela Fortin is the founder of Seattle Startup Coaches and host of The AI Marketing Coach podcast. She works with founders and marketing leaders who are under pressure to “use AI” but want to do it without breaking trust, confusing their teams, or shipping strategy they can’t stand behind.Her work focuses on AI readiness, go-to-market strategy, organizational change, and human-centered marketing, the work that needs to happen before tools matter. Then creating a solid foundation for growth acceleration and learning from the best.If this episode resonated, here’s your next step:👉 Visit seattlestartupcoaches.comSign up for the newsletter to get insights on AI readiness, marketing leadership, and how to build a strong pre-AI layer—before AI becomes a liability instead of a lever.You’ll get:Practical guidance for founders and marketing leadersHonest conversations about AI, trust, and credibilityEarly access to workshops, podcasts, and resourcesAnd if you’re navigating AI pressure inside your company right now, Seattle Startup Coaches offers hands-on support to help you move forward with clarity and confidence.www.theaimarketingcoach.com
Transcribe →Precision Outreach in the Age of AI with James Milsom at Hunter.io
Nov 700:31:40Tap to summarizeCold email hasn’t disappeared, but the way we approach it has to the age of AI Marketing. In this conversation, Carmela sits down with James Milsom, Head of Marketing at Hunter.io, to explore what it looks like to practice outbound with discipline, intention, and respect for the person on the other side of the inbox.They discuss how AI can help us research more thoughtfully, how to maintain personalization without manufacturing familiarity, and why ownership matters more in outbound than tactics alone.This episode is for leaders who want to bring craft and intelligence back to the channels that have lost their way.Cold email is not dead, careless outreach is.Intentional personalization matters more than personalization at scale.AI can support research and context-building, but it should not replace human judgment.Technical foundations (authentication, deliverability, reputation) matter as much as messaging.Outbound effectiveness improves when one person / team has clear strategic ownership.The best campaigns come from curiosity and context, not templates.Most inbox noise is self-inflicted. Rushed outreach signals disregard.67% of decision makers still prefer cold email as an initial contact method, but only when it feels intentional.A/B testing is not time-consuming, it is a mindset.AI is best used as a thinking partner, not a voice generator.Deliverability and domain hygiene are non-negotiable for long-term outbound.Ownership in outbound strategy prevents fragmentation and inconsistency.Data-driven outbound is about learning patterns, not automating them.Hunter.io is an all in one email platform to find and connect with the people that matter most to your business. www.theaimarketingcoach.com
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Become Inevitable: AI Marketing at Leadership Altitude
Nov 600:18:39Tap to summarizeAre you waiting for the marketing to understand your brand? Or are you leading differently with AI?AI marketing doesn’t fail because the technology is complex, it fails when leadership hesitates. The real bottleneck in modern marketing and go-to-market strategy isn’t adoption, workflows, or tools. It’s trust: organizational trust, market trust, and self-trust.In this episode, we break down trust as the operating system for AI-driven growth,; the invisible architecture that determines whether your positioning, messaging, brand narrative, and product strategy accelerate or stall. We explore how identity impacts AI adoption, how market direction shapes brand perception, and why alignment inside your team matters more than any new tactic, tool, or trend.This episode is for founders, CMOs, growth leads, marketing strategists, product marketers, revenue leaders, and startup operators building or selling AI-powered products, shaping category direction, or leading teams through AI transformation.We cover:Why identity is the real bottleneck in AI marketing and GTM executionHow to create direction the market will trustHow to build internal alignment without performance or consensus theatreHow to develop self-trust that lets you lead ahead of the curveHow to simplify your AI stack so your tools serve your strategy, not the other way aroundIf you're marketing AI, selling AI, buying AI, or leading teams expected to adapt to AI, this episode gives you the leadership altitude required to become inevitable in your space.Follow now for future episodes, they'll be dropping quickly!Connect: @seattlestartupcoachwww.theaimarketingcoach.com
Transcribe →Marketing to AI: How to Get Seen in a Language Model-First World
May 2900:15:36Tap to summarizeIn this episode of The AI Marketing Coach, Carmela Fortin breaks down the new reality: your audience isn’t meeting your message first—AI is.Today’s buyers want answers fast. They use tools that don’t read your site—they summarize it. They compress your value, reinterpret your tone, and decide what gets shown before a human ever clicks.If your content isn’t structured for that layer, it gets ignored—or worse, misrepresented.This episode covers:Why your content must be designed for language model interpretationThe exact signals AI systems look for (and how to control them)How to structure your pages so you’re quoted accurately—not lost in compressionThe technical shift from keyword SEO to clarity-driven visibilityA real-world example of how simple structural changes led to 10X more AI mentions📊 62% of B2B buyers use AI during research🔍 47% of search queries now trigger AI-generated responses💡 If your messaging isn’t built for AI visibility, it’s invisibleThis episode is a strategic reset for anyone serious about getting seen and staying relevant in an AI-first internet.🎁 Check out the free AI Visibility Audit:https://seattlestartupcoaches.com/blog/f/the-ai-visibility-messaging-self-audit-are-you-ready🔗 Subscribe, share, and tag someone who still thinks “posting more” is the answer.Like - Follow - Share
Transcribe →How Priority Alignment Will Help You Choose the Right AI Tools
Mar 8, 202500:15:03Tap to summarizeAre you drowning in tasks but still struggling to grow your business? The problem might not be which AI tool to use—it’s how you’re spending your time.In this episode of The AI Marketing Coach Podcast, we’re flipping the script on AI adoption. Instead of searching for the perfect tool, we’re diving into how productivity and prioritization lead you to the right AI solutions—naturally.✅ Learn the $10, $100, and $10,000 task framework (and why most business owners are stuck doing the wrong ones).✅ Discover how AI “thinks” and how you can apply that mindset to work smarter, not harder.✅ Do a live productivity exercise with me to uncover hidden inefficiencies in your day.✅ Hear real-world examples from startups, small businesses, farmers market vendors, and service providers on how they broke free from busywork.🚀 Whether you’re a founder, a small business owner, or a service provider, this episode will help you clear the clutter, focus on growth, and find the AI tools that actually fit your business.🔊 Listen now and take back control of your time!#AIForBusiness #ProductivityHacks #WorkSmarter #SmallBusinessTips #EntrepreneurMindset
Transcribe →Micro-Automations: The Future-Defining Edge in AI Marketing
Jan 27, 202500:37:07Tap to summarizeMicro-Automations: The Game-Changing Future of AI Marketing🎙️ The AI Marketing Coach PodcastJoin host Carmela Fortin as she dives into the world of micro-automations and how they’re revolutionizing AI marketing. In this episode, you’ll discover how these small, laser-focused automations can create massive impact, driving growth, efficiency, and smarter marketing strategies.Carmela shares insights on:✨ Predictive models that keep customers coming back✨ Real-time content adaptation to meet your audience where they are✨ The power of unsupervised AI in uncovering game-changing customer insightsBut that’s not all—she also explores what’s next in the evolving AI marketing ecosystem, including the role of quantum AI and how to navigate the challenges of change management when adopting cutting-edge tech.If you’re ready to stay ahead of the curve and turn bold ideas into real-world results, this episode is for you. Hit play and learn how to harness the transformative power of micro-automations to redefine your marketing game.Be ready for Future Forward takeaways for you and your team:- Microautomations can focus on specific high-impact actions. - The future of marketing is about creating ecosystems. - Retention revenue is crucial for sustainable growth. - Real-time content adaptation enhances customer engagement. - Unsupervised AI reveals hidden patterns in customer behavior. - Quantum AI is redefining marketing possibilities. - Leaders must prepare their teams for AI integration. - Small, tactical changes can lead to exponential growth. - AI identity marketing tailors content to evolving user interactions. - Embracing change management is essential for success.Chapters00:00 Introduction to Micro Automations in AI Marketing07:26 The Importance of Smart Automation12:49 Real-Time Content Adaptation18:34 The Future of AI Marketing Ecosystems24:40 Quantum AI and Hyper-Personalization29:59 Micro Automations in Action36:10 Conclusion and Call to Action🎧 Listen now on Spotify and Apple Podcastshttps://www.instagram.com/seattlestartupcoach/https://www.seattlestartupcoaches.com
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