Why AI will make the greatest impact on B2B audience insight, not on content
AI tools can unlock insights into your audience's behaviors and motivations, leading to improved performance.
Scott is the founder and CEO of Carbon Design, a marketing services firm that specializes in AI enabled personality-based marketing. Prior to founding Carbon in 2017, he founded and lead the Washington, DC office of gyro (now Merkle). Merkle is the largest B2B agency in the world and a past winner of Ad Age’s B-to-B Agency of the Year. At gyro, Scott led the global Channel Marketing practice, along with his duties as an office President. Prior to joining gyro, he was a partner at a management consulting firm specializing in Go-to-Market strategy for hi-tech and financial services clients. Scott also has had previous roles as the head of marketing of an Inc. 500 company, and as an interim CMO at a Fortune 500 company. In 2015, Scott partnered with Pat Spenner, co-author of The Challenger Customer, to build “Challenger Marketing” which Carbon Design executed for clients today. In 2007, his work on integrating sales and marketing funnels became the subject of a Harvard Business School case study. Scott sits on Gartner’s Sales & Marketing Leadership roundtable and is the founder of the B2B Hub on The Drum, where he contributes a monthly post. In the past, he has been a feature columnist for Forbes, Fortune, Adage, and MediaPost.