Malinda Sandman, global VP of Marketing at Typeform, discusses how AI is reshaping the landscape for B2B and B2C marketers. Malinda dives into why AI might actually be making marketing harder in the short term due to the shift toward a "clickless" environment, how marketing teams can avoid the "garbage in, garbage out" trap of AI tools, and why having more data doesn't necessarily mean you know your customer.
She also shares how Typeform uses AI to conduct scalable customer interviews and bridge the gap between B2B and B2C insights.
Key topics covered:
Is AI in paid ad platforms net positive or net negative?
Human-centric creative vs. AI scaling: Avoiding homogeneous outputs
Why 97% of marketers use AI, but lead follow-up is still lagging
Does your marketing team actually have "enough" data?
"Always On" research: Gathering customer feedback in 24 hours
Bridging B2B & B2C marketing mindsets using video feedback
The Biggest Lie in Marketing: Why more data ≠ knowing your customer
Episode guide
00:00 Introduction
00:40 Meet Malinda Sandman
01:27 Has the explosion of AI tools been a positive or negative for marketing?
05:03 Where should marketers be using their energy in the AI era?
07:11 “Marketers don't necessarily have a data problem, they have an action problem.”
08:34 The “million dollar next thing to solve.”
09:37 Fundamental marketing problems AI hasn’t addressed.
13:25 What’s working for the marketing team at Typeform?
16:59 What’s the biggest lie the marketing industry tells itself?
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This podcast is produced by MarTech, a Third Door Media property.
