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How AI Agents Are Helping Companies Scale Their Marketing

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How AI Agents Are Helping Companies Scale Their Marketing

Here’s how AI agents can help companies scale marketing by combining skills, tools and context into an agentic marketing operating model.

There is a unique opportunity in the market to create “agency” within marketing departments with the power of AI agents. I have been in marketing for more than 25 years, and I could not be more excited to scale marketing with AI. Let me introduce you to “Agentic Marketing”

As a company grows, marketing quickly becomes a collection of specialized functions. Product marketing defines positioning and messaging. Demand generation creates pipeline. Creative teams build assets. Growth marketers reach the right accounts. Social and paid media distribute content. Analytics measures performance. Marketing operations connects the systems. In many industries, legal and compliance also need to review what reaches customers.

Large companies may have hundreds of people across these functions. Startups do not have that luxury. And actually, beyond the top 500 companies, many organizations don’t have that marketing investment as well.

I call this shift Agentic Marketing, a new way of executing marketing where AI agents can reason, use specialized skills, access business context and take actions across marketing workflows.

The most important word is agency; generative AI helped marketers create faster. Agentic AI can increasingly help them execute. For entrepreneurs, that could make sophisticated marketing capabilities available much earlier in the life of a company.

Marketing has used automation for decades. A prospect downloads an ebook, and an automated workflow sends an email. A lead reaches a certain score, and the system routes it to sales.


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