How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54

Plus, Who has the BEST Hair in B2B (Amongst Men)

May 09, 2025

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Here’s what’s on deck this week:

What Craig’s Reading
Recent Insight from a Past Guest:
Latest Episode: How to Implement AI in Your Go-To-Market with Matt Heinz
Movie Poster Mockup: The Last Crusade

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What Craig’s Reading: GTM AI Research

Ok, so I am not “reading” this but I want you to. Scale Venture Partners is doing a research study on GTM AI and I’d love for our community to take part. It’s five minutes, I promise.

Take the Survey

Recent Insights from Past Guests

Dan Martell (not a past guest but this is an interesting post) -

Dan's Post

Adam Robinson, Adam’s Episode

Adam's Post

Samantha McKenna, Sam’s Episode

Sam's Post

Latest Episode: How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54

Matt Heinz, the President of Heinz Marketing, is a top 50 Sales & Marketing Influencer and a prolific thought leader in the B2B marketing space. Matt digs into why B2B marketers should invest more in brand as the AI Age progresses, whether the Chief Marketing Officer should report to the Chief Revenue Officer, and why B2B marketers are so terrible at naming products and concepts.

Also, Craig ponders the meaning of parabolas, Matt ranks the best men’s hair in B2B Marketing, and Producer Sam gets confused by Craig talking about bats.

Critical Takeaways

Develop a structured approach to AI adoption in Go-To-Market strategies. Instead of engaging in 'random acts of AI,' organizations should create an accountability chart detailing which jobs are better suited for machines and which require human intervention.
Personal connections and credibility can differentiate a brand in a noisy market. Efforts should be made to maintain and build these relationships alongside leveraging scalable technology.
While marketing attribution is important, it should not solely focus on credit for past actions. It should be used to create a more predictable and reliable path towards future outcomes. Go to market teams need to look at attribution as a tool for driving the right behaviors and actions, rather than merely analyzing past performance.
Signals, including “intent signals”, need to be understood in context and not treated as immediate leads. Revenue teams should use signals to inform their understanding of where a prospect is in the buying journey, rather than assuming all signals indicate readiness to buy. This nuanced understanding can improve targeting and engagement efforts.
Even as AI and automation take on more tasks, creativity and strategic thinking remain irreplaceable. Teams should focus on leveraging AI for efficiency while reserving creative and complex problem-solving tasks for human talent. This balance can drive innovation and maintain a competitive edge.

Epic Quotes

“ We shouldn't be guessing anymore, we should be using the agents to tell us how to improve right away” - Matt Heinz
“ If I have more noise and less time, who am I going to prioritize? It's the people I enjoy. It's the people I trust. It's the people I like. That's going to be a huge differentiator moving forward.” - Matt Heinz
“ I don't want anybody to think that I'm not down with intent signals. I'm down with signals because right now the hardest thing in the world to do is engage.” - Craig Rosenberg
“If you are looking for the solution in the tool, you're bound to fail.” - Matt Amundson

Connect with Matt Heinz

LinkedIn: https://www.linkedin.com/in/mattheinz/
Website: https://www.heinzmarketing.com/

Shoutouts

Bat Tours in Austin: https://www.austintexas.org/things-to-do/outdoors/bat-watching/
Bert Kreischer’s Raffle Story:

Coffee with Brent & Matt: https://www.heinzmarketing.com/events/podcast-coffee-with-brent-adamson-matt-heinz/
Joe Chernov: https://www.linkedin.com/in/jchernov/
Steve Woods:
Jon Miller: https://www.linkedin.com/in/jonmiller2/
Jon’s Episode: https://open.substack.com/pub/thetransaction/p/building-trust-and-reputation-in
Lars Nilsson: https://www.linkedin.com/in/lanilsson/
Lars’ Episode: https://open.substack.com/pub/thetransaction/p/setting-up-successful-b2b-saas-sales
Ted Purcell: https://www.linkedin.com/in/tedpurcell/
Adam Robinson: https://www.linkedin.com/in/adam-robinson-4b156810/
Adam’s Episode: https://open.substack.com/pub/thetransaction/p/asymmetrical-marketing-and-personal
Anthony Kennada: https://www.linkedin.com/in/akennada/
Chris Walker: https://www.linkedin.com/in/chriswalker171/
Scott Albro: https://www.linkedin.com/in/scottalbro/
Mary Meeker: https://www.linkedin.com/in/mary-meeker-5823ba48/
Simbe Robotics
Mperativ
Brent Adamson: https://www.linkedin.com/in/brentadamson/
Brent’s Episode: https://thetransaction.substack.com/p/reframing-b2b-sales-to-drive-buyer?r=3iae7z

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Movie Poster Mockup: The Last Crusade

Han Solo and his dad, James Bond, team up for an epic, globe-trotting quest to defeat some really bad guys with a tank. And it’s directed by Spielberg? Count me in for this classic, LAST installment of this iconic franchise.

Follow the Hosts

Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/

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