Manage Smarter 252 — Ryan Ruud — Rehumanizing Marketing in the AI Era

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Ryan Ruud is the Founder & CEO of Lake One, a modern marketing partner that helps B2B companies drive sales and marketing transformation. Lake One embeds virtually with their clients to provide strategic guidance and hands-​on support as they build and optimize revenue systems. He started the firm in 2014 and has led it through double digit growth every year since, attracting funded startups to enterprise clients.

Our conversation sheds light on the challenges and opportunities presented by technology in marketing and sales. As businesses navigate the evolving landscape of AI and automation, it's essential to strike a balance between leveraging technology and maintaining a human-​centered approach to communication and engagement.

In this podcast for sales managers and executive leadership, Audrey, Lee and Ryan Ruud discuss:

Technology's Impact on Marketing

Ryan points out that while technology has made it easier to scale marketing efforts, it has also led to a lack of thoughtful, human-​centered communication. He emphasizes the importance of maintaining a human touch in marketing and sales, and warns against using technology as a crutch rather than leveraging human empathy and communication skills.

The Problem with Automation and Mass Production

Ryan highlights the issue of mass email systems and AI-​powered automation making it easy to produce and distribute marketing content without considering its impact on the target audience. He stresses the need for businesses to think critically about the quality of their marketing content and the value it provides to their buyers.

Challenges with Social Media Automation

The conversation shifts to the challenges posed by social media automation, with Ryan noting that the abundance of automated messages and content has led to a decline in engagement and participation on social platforms. He emphasizes the need for businesses to stand out from the noise and focus on making meaningful connections with their audience.

The Importance of Human Verification and Editing

Ryan advocates for the integration of AI into marketing processes while maintaining a human-​driven approach. He shares his firm's framework for incorporating AI tools into content creation, emphasizing the need for human verification and editing to ensure that the output aligns with the brand's voice and perspective.

Looking Ahead: The Future of AI in Marketing and Sales

In discussing the future of AI in marketing and sales, Ryan predicts that AI will have a transformative impact on industries beyond sales and marketing, such as healthcare and global change initiatives. He emphasizes the need for business leaders to embrace AI and leverage its potential for transformational growth.

"All marketing automation is gonna do is automate crap to more people faster. That doesn’t do any good to anybody."

Ryan Ruud

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