AI has been around for years, but it has really taken off in the last year within the HR tech market. It seems nearly every solution includes some level of AI baked into the capabilities. And many marketers are leading with this technology in their message positioning as everyone tries to ride this latest wave in the quest to win more market share in the very crowded HR tech landscape.
But how are HR tech buyers responding to this positioning? And what makes this sale different from that of past HR tech solutions?
This episode is part 1 of a 2-part conversation where we dig in on this topic with Bennet Sung, fractional CMO at HR tech company, MeBeBot, to talk about how the market is responding to AI and what that means for the marketing approach.
00:20 - Exploring the increasing use of AI in HR tech solutions and how marketers are positioning it
01:10 - The pivot in the sales experience when AI is at the heart of a solution
06:41 - The buying process now has delays in sales and the need for responsible AI governance
08:37 - The trust factor: The challenges of embracing a technology HR leaders don't fully trust
10:41 - The shift towards a co-led buying experience involving HR, the CIO, the CISO 13:38 - The ethical and legal considerations of implementing AI in HR – and what that means for the buying process
19:52 - Promoting a risk-free pilot program to help organizations understand AI
The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.
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