Seth Besmertnik

Sierra partnered with Curative to build their AI voice agent that's creating faster, better experiences for members and providers while freeing up their team to focus on what matters most: building deeper relationships

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AI in Marketing is often framed as a productivity upgrade. In practice, it’s an operating model change. The hard part isn’t content generation. It’s deciding which decisions stay human, which are AI-supported, and which you’re prepared to automate - and live with. I wrote a short piece reframing AI strategy in Marketing as a maturity decision. https://lnkd.in/etAP6V6K

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A New Agentic Go-to-Market Platform for Marketing, Sales, and RevOps GTM execution can be messy and cumbersome when Marketing, RevOps, and Sales are operating from different data, dashboards, and tools. AI to the rescue - right? There are plenty of copilots and agents to explore, but without shared context, day-to-day GTM optimization even with AI still feels harder than it should. If your GTM week looks like this… - RevOps is continuously tuning account targets, scores, plays, and engagement. - Marketing is constantly tuning campaigns and adding, segmenting, and cleansing potential in-market buyers. - Sales is chasing down too many “hot” leads and prepping for “high value” meetings. …the effort is real. The friction comes from fragmentation: too many data sources, tools, and handoffs — and not enough shared context. Fixing this is the direction the market needs to move to, and coincidentally, what HG Insights is rapidly delivering today: integrated AI agents built on top of our Revenue Growth Intelligence (RGI) platform’s unified GTM datasets. It incorporates your first-party customer data (CRM, behaviors, events, leads…) to provide insights and trigger workflows (within the popular tools you use today) that enable consistent and effective GTM outcomes across Marketing, Sales, and RevOps. Think about the last competitive takeout initiative you worked on. Competitive displacement is a must-do in today’s B2B marketplace, requiring deep data, intent-signal context, and everyone being on the same page: - Understanding your key competitors (including the ones you may not fully know about). - Knowing account technology usage, spend, buying centers, and potential renewal timing. - Identifying which high-propensity customers and prospects are “shopping” for competitive alternatives. - Activating what to say, when to say it, and how to entice inquiry across nurture and outreach channels. If you want to see what this looks like in practice, the broader story is here: “A New Agentic Go-to-Market Platform for Marketing, Sales, and RevOps” Check out https://lnkd.in/gWgpBwuT What’s one GTM use case you need to activate faster—and more confidently: competitive takeout, in-market targeting, predictive scoring, account research, or personalized messaging?

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Big news! Uptempo has acquired OptiMine.  Their MMM expertise will help us give enterprise marketers even better insights into what drives growth and how to maximize ROI across every investment. Learn more about Uptempo + OptiMine here: https://lnkd.in/gc3GSmYe  

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Exciting news! 🚀 At Birdeye, we’ve always been obsessed with helping our customers turn consumer feedback into a competitive advantage. Today, we’re taking that to a whole new level. I am thrilled to share the launch of Marketing Automation—specifically redesigned for the complexity of multi-location brands. We've helped brands master ORM (Reputation) and CX (Experience), but the loop wasn’t closed. Now, our customers can move seamlessly from awareness to conversion to experience, all within one platform. And of course, AI is at the core. By taking an agentic approach, we’re making it possible to unify customer data and scale personalized, local engagement across thousands of locations. Check out how we’re redefining the multi-location tech stack: https://lnkd.in/gxq2En3E Naveen Gupta Neeraj Gupta Yang Chao Deepak Bahree Vikram Viswanathan Steve McDermott Anil Panguluri Naveen Sanjeeva Kartik Chachra Sarah Bennett Nate Henry Jessica Hill John Tosto Warren Kay Zach Watson Tony Van-Eyk Mike McHardy Emily McConnell Tiffany Humphrey

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Canada 🇨🇦 I’m heading your way In June, I’ll be at DSA Canada Connect 2026 and I want to talk about something I’m seeing across almost every Direct Selling company right now: the massive AI acceleration gap opening up. On one side: companies moving fast, solving real problems, building capability. On the other: companies stuck in planning mode, waiting for the “right” strategy. The difference isn’t technology. It’s action. In my session, I’m going to run you through something we’ve done with many of the 20+ direct selling companies we work with, something that accelerated their progress significantly. You’ll learn: → Where you are right now (honestly) → Where your immediate opportunities are → How to lead this, regardless of your title or technical background → Real examples of what’s working and what’s not And we’ll tackle both sides of this transformation: the incredible capability AI unlocks AND the very real risk it poses to human connection at the absolute heart of direct selling. It’s my first time in Canada (getting in a week early to explore), and I can’t wait to help you get on the right side of the acceleration gap. Thanks to Peter Maddox for inviting me and Ben Robinson for recommending me. If you’re there, see you in June!

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I had a great conversation with Andrew (Drew) Smith on the Attribution Nation Podcast on the chaos of modern Martech—one of the most consistent and costly challenges facing CMOs today. It’s a topic that comes up in nearly every leadership conversation I have, and one we need to be talking about far more openly. The reality is that most teams aren’t short on tools—they’re short on clarity, cohesion, and execution. AI is a necessary investment, but it only creates leverage when it’s paired with clear ownership, disciplined measurement, and tight alignment across GTM. If you’re dealing with tool sprawl, AI hype, or pressure to do more with less, this conversation gets practical about what actually works—and what doesn’t. YouTube: https://lnkd.in/g78kwCEN

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Prompt volumes aren’t visibility. Marketers are being sold dashboards that count what people ask - but not whether your brand actually shows up in answers across ChatGPT, Gemini, or Claude. That’s the danger: chasing curiosity metrics while your competitors occupy the real discovery layer. What matters isn’t noise. It’s governance-grade visibility: ✔ Transparent methodologies ✔ Reproducible results ✔ Independent attestation Without it, marketing dollars risk being burned on dashboards that can’t prove outcomes. 📖 Read the full piece: From Dashboards to Standards: Why AI Visibility Vendors Must Submit to Independent Attestation 👉 https://lnkd.in/dR6mNU8P #AIVOStandard #AIVisibility #MarketingStrategy #CMO #GenerativeAI

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I recently joined Steven MacDonald on the C-Suite Sales and Marketing Perspectives podcast to talk about something every CMO I know is feeling: AI has broken our GTM playbooks. Sure, it’s made content, personalization, outbound, and ops more scalable than ever. But it’s also made *everything* noisier. Buyers are overwhelmed. Signal is harder to pinpoint. And even when pipeline looks good, conversion is less predictable. That’s the real problem: predictability is gone. And as CMOs, we can’t scale what we can’t predict. The models we’ve relied on (funnel math, CAC, attribution) are wobbling under the weight of shifting buyer behavior. So now what? We take a step back. We stop chasing “more with less,” and instead ask: How do we break through the noise and rebuild trust? One answer I’m leaning into: a smarter, AI-powered voice of the customer engine. Not fluffy surveys, but volumes of real input from buyers, churned customers, sales calls, and users. Of course, that means connecting structured and unstructured data, layering in GTM context, and pulling from systems that are often messy and siloed. But if we can crack that? That’s where I believe AI starts unlocking the funnel - not clogging it. 🎧 You can listen to the episode here: https://lnkd.in/e-2z3Jtt

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