Eric Siu on why average marketing is dead in the AI era. HubSpot's Kieran Flanagan argues only two types of marketers survive: standout creatives making unforgettable work, and engineer-led marketers who use AI to personalize at scale. Software multiplies while distribution shrinks.
Marketing in the AI era is a game of extremes. Kieran Flanagan, he's the VP of marketing at HubSpot. So he said marketing in the AI era is a game of extremes. Average no longer cuts it. Only 2 types of marketers will thrive. One, standout creatives who craft unforgettable creative. 2, engineer-led marketers who leverage AI to personalize and scale like never before. Why? Because software is multiplying, but distribution is shrinking. That's something that's worth talking about. To win, you must deliver extreme value. The middle will disappear fast. I think the distribution is shrinking thing is very real.
