AI for Search; plus, the value of Marketing Funnels. With Charley Karpiuk of Airtame

The Marketing Mix: Thought-starters for B2B Business Leaders

On this episode, we talk to Charley Karpiuk, Growth Marketing Manager at Airtame.
His career path hasn't been traditional, with his first Marketing experience coming from promoting his own music events as a DJ, and starting an English language school in Japan. These both showed him the importance of community building, and the value of remaining adaptable to the situation.
Charley talks about the pros and cons of using funnels to design marketing strategies [12:45], their application in B2B and B2B2C, and how to measure their success [20:15].
Generative AI and ChatGPT are the hot topics right now. So we talk specifically about how that may impact search over the next year or two, and how we think Google may react to Bing's quick adoption of AI [24:45].
And since this is the Marketing Mix, we ask Charley about his favorite cocktail - his own creation called a 'Citron de Charles' (said with a french accent!). Hear the recipe at [35:50].
To connect with Charley, find him on LinkedIn at https://www.linkedin.com/in/charleskarpiuk/
In the episode, I mention a New York Times article about Bing's AI Chatbot. The full article is here: A Conversation With Bing’s Chatbot Left Me Deeply Unsettled by Kevin Roose.
Timestamps:
0:03:55 Creating a Community of Japanese Housewives and Word of Mouth Marketing

0:06:31 Exploring Different Personas and Strategies for Community Building

0:11:13 The Benefits of a Degree in Philosophy for Marketing

0:12:48 The Usefulness of Funnels in Marketing

0:18:27 KPIs and Leading Indicators for Digital Marketing Funnels

0:21:33 Funnel Strategies for B2B2C Marketing

0:22:32 Differences Between B2B and B2C Marketing
0:25:25 Exploring the Impact of Chatbots on Search Engine Results

0:35:50 A French Twist on a Screwdriver [Cocktail Recipe]