What becomes of vendor-authored “How to” content when a precise AI Overview is zero clicks away? Is the bloom off of the ABM rose, or have tools allowed marketers to finally scale account-based marketing programs? What’s the role of brand in an age when AI can generate our content and agents can engage with our prospects–better still, is there a role for brand marketing?
CMOs often think of their programs as a portfolio, balancing conservative but predictable investments with some higher risk, higher upside experiments. Yet generative and agentic AI has changed market dynamics, so to speak. So we decided to extend this investment metaphor and publish a mock “buy, sell, hold” report on marketing programs in the age of AI. From content to digital ads, product-led growth to field marketing, and just about everything in between, we share our perspective on how CMOs should think about rebalancing their programs portfolio as we enter this new era.
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The information contained here is based solely on the opinion of Joe Chernov, and nothing should be construed as investment advice. This material
is provided for informational purposes, and it is not, and may not be relied on in any manner as, legal, tax or investment advice or as an offer to sell
or a solicitation of an offer to buy an interest in any fund or investment vehicle managed by Battery Ventures or any other Battery entity. The views
expressed here are solely those of the author.
The information above may contain projections or other forward-looking statements regarding future events or expectations. Predictions, opinions
and other information discussed in this publication are subject to change continually and without notice of any kind and may no longer be true after
the date indicated. Battery Ventures assumes no duty to and does not undertake to update forward-looking statements.
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