MarTech Podcast ™ // Marketing + Technology = Business Growth

Marketing to AI agents without losing control of your brand or customers. Jamie Domenici is Chief Marketing Officer at Klaviyo, the B2C CRM that helps more than 200,000 consumer brands turn customer insights into personalized experiences. She has led Klaviyo's marketing since August 2023, after serving as CMO of GoTo and holding marketing leadership roles at Salesforce for over ten years.

Note: the transcript you provided covers only the intro and the closing minutes of the interview, which is a sports-ownership chat. It names no technical strategies or tools, so I left the final "strategies discussed" sentences out instead of inventing them. If you send the full transcript, I'll add them.

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Marketers now have to reach AI agents as well as people. Jamie Domenici is Chief Marketing Officer at Klaviyo, the B2C CRM used by more than 200,000 consumer brands. She has led SaaS and SMB marketing for 20+ years, including senior roles at GoTo and Salesforce. Domenici covers marketing to agents while keeping control of your brand and your customers, and why time in customer success, working on adoption at scale, makes marketers better at their craft.

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Marketing to agents without losing control of your brand. Jamie Domenici is Chief Marketing Officer at Klaviyo, the B2C CRM serving more than 200,000 consumer brands, with 20+ years in SaaS marketing. She explains how to market to agents while keeping control of your brand and customers. She also covers how growing up in the family mortuary business shaped her approach to marketing: listen, build trust, and keep relationships human to human.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing to AI agents without losing brand control.

Jamie Domenici is Chief Marketing Officer at Klaviyo, the B2C CRM that helps more than 200,000 consumer brands turn customer insights into personalized experiences. She explains how to market to agents without giving up control of your brand or your customers. A closing lightning round covers her career, including her years at Salesforce.

Note: the transcript only includes the intro and a lightning round. It names the topic but doesn't discuss any specific strategies or tools, so I didn't invent any. If you have the full interview, I can write the strategy sentences from it.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketers must now reach shoppers whose purchases AI agents make. Jamie Domenici is Chief Marketing Officer at Klaviyo, with expertise in consumer CRM and AI-driven marketing. She explains how her team optimizes for both SEO and answer engine optimization (AEO), shifting content toward video, YouTube, Reddit and a website built to put visitors into the product fast. She also covers automating product launches from engineering code pushes into blog posts, release notes and internal alerts, and earning AI autonomy in email through A/B testing, with human review kept on campaign and promotional sends.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Agency or in-house: which builds better marketers? Damien Voita is Principal Campaign Manager at AdRoll, with nine years of agency and in-house experience across B2B and B2C brands. He picks agency work as the better teacher because it forces you to ask what the right approach is for each company, again and again. He also warns that in-house marketers can tie their identity to the brand instead of the craft, and says the best work comes from people who see themselves as marketers first.

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Platform changes can erase a paid social strategy overnight. Damien Voita, Principal Campaign Manager at AdRoll, has nine years of paid media and integrated campaign experience across B2B and B2C brands. He explains how Apple's iOS 14 privacy update broke targeting-first campaign setups and moved performance toward creative. He also covers working with designers on ad creative and spreading spend across platforms instead of depending on one.

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Marketers chase new tools before fixing the basics. Damien Voita, Principal Campaign Manager at AdRoll, has nine years of agency and in-house experience in paid media and integrated campaign strategy. He covers how to optimize media strategy for the holidays, including full-funnel campaigns across the open web for mid-sized brands. He also explains why you should get the baseline fundamentals right before adding new tactics or tools to your stack.

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Telling teams to "use AI" doesn't produce results. Damien Voita is Principal Campaign Manager at AdRoll, with nine years of agency and in-house experience in paid media and integrated campaign strategy. He explains why leaders must define what an effective AI outcome looks like before asking teams to experiment, and why a clear target, such as producing more output or working faster, is the first step. He also makes the case for framing AI as automation of a specific process, so the work makes the business more efficient.

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Holiday demand compresses into a few weeks, which makes late-season ad spend inefficient. Damien Voita is Principal Campaign Manager at AdRoll, with nine years of agency and in-house experience in paid media and integrated campaign strategy. He covers a three-phase measurement model that moves from platform metrics like CTR and CPM to branded search impressions to year-over-year CPA comparisons. He also explains how to shift budget into open web channels like CTV, native display, and audio, and how to build third-party validation that LLMs recognize. Finally, he outlines how to pitch brand investment to a CFO as a way to lower CPA and then shift to retargeting before shipping cutoffs.

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Answer engines are replacing traditional search rankings. Jordan Koene, CEO and co-founder of Previsible, helps Fortune 100 companies engineer content for AI-driven discovery instead of standard SEO. He covers building organic search strategies that adapt to answer engines, structuring content so large language models can cite it, and preparing enterprise brands for a search landscape shaped by generative AI.

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FIFA covered every brand logo at the World Cup stadium, including Levi's. Jordan Koene, CEO and Co-Founder of Previsible, explains why the blackout backfired for the league and worked in Levi's favor. Koene breaks down how brand recognition functions as an AEO signal, and how Levi's silhouette logo became a case study in owning your brand identity when competitors try to erase it.

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eBay's SEO strategy needs to adapt for AI-driven search. Jordan Koene, CEO and Co-Founder of Previsible and former Head of SEO and Content Development at eBay, explains where he'd focus first. He prioritizes fixing eBay's authority problem by narrowing focus to core categories like collectibles, then optimizing content to win visibility in AI search responses rather than competing to be everything to everyone.

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Search optimization terminology is splintering into competing acronyms. Jordan Koene, CEO and Co-Founder of Previsible, previously led SEO and content strategy at eBay and served as CEO of Searchmetrics before building a practice that prepares enterprise brands for AI-driven discovery. He and the host debate which term survives the next five years: SEO, GEO, or AEO. Koene argues SEO endures because search behavior persists even as the underlying engines shift from Google to LLMs, while the host draws a sharper line between optimizing for traditional search engines and engineering content for AI answer consumption.

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68% of Google searches now end without a click. Jordan Koene, CEO and co-founder of Previsible, explains why that traffic isn't lost—it's been redistributed into channels traditional analytics can't see. He breaks down replacing click tracking with impression data and LLM crawl frequency, optimizing structured data and About Us pages for AI retrieval, and using third-party sources like G2 and Capterra to shape brand perception inside ChatGPT, Gemini, and Claude.

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AI gives confident answers without the context to back them up. Kelly Hopping, four-time CMO and current CMO at 6sense, breaks down where AI's missing context creates risk for go-to-market teams. She explains how GTM intelligence platforms fill gaps that generic AI models miss, why context depth matters more than model size, and what marketers need to validate before trusting AI-driven insights across the customer journey.

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AI dashboards can look perfect while missing critical context. Kelly Hopping, CMO at 6sense and four-time marketing executive, explains how confidently wrong AI outputs mislead go-to-market teams. She points to closing the context gap in AI models, validating AI-driven insights against real buyer signals, and building go-to-market intelligence that accounts for the full customer journey, not just surface-level metrics.

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AI gives confident answers built on missing context. Kelly Hopping, four-time CMO and current CMO at 6sense, breaks down where that context gap hits go-to-market teams and how her CPG training shapes the fix. She explains treating brand marketing as full P&L ownership, not logo management, and applying classic 4P discipline—pricing, distribution, promotion, and messaging—as one system instead of disconnected levers. She contrasts this GM-style, cross-functional execution model with the narrower brand role common at most B2B SaaS companies.

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AI tools sound confident even when they're wrong. Kelly Hopping, Chief Marketing Officer at 6sense, explains where that missing context breaks go-to-market execution. She unpacks how account scoring models miss buying signals, why intent data needs human judgment layered on top, and what marketers should check before trusting an AI-generated account list.

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AI segments and messages without full context can be confidently wrong. Kelly Hopping, four-time CMO and CMO at 6sense, explains why more automation doesn't equal more pipeline. She breaks down multi-touch attribution across a six-month lookback, the shift from bottom-of-funnel demand gen to owned content that surfaces in LLM answers, and using gifting for deal acceleration instead of last-touch meeting bait.

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