Sunday, May 19, 2024

Jesse Samberg of Third Act Discusses the Rise of AI in Marketing and the Importance of Balancing Data and Creativity

Leaders Perception Magazine is currently running an interview series called – Navigating the Dynamic Seas of Modern Marketing & Branding
Today, we had the opportunity to interview Jesse Samberg – Co-Founder @ Third Act.

Thank you so much for joining us today! We are thrilled to have Jesse Samberg, Co-Founder of Third Act, with us. With a background in leading business development for global advertising and marketing agencies, Jesse has brought in nearly $100mm in new revenue over the last decade-plus. Now, he focuses on working directly with small business owners through Third Act. Today, we will be discussing the significant shift in the marketing and branding landscape, as well as the balance between data and analytics with the creative aspects of marketing and branding. Welcome, Jesse!

Interviewee Name: Jesse Samberg

Company: Third Act

Jesse Samberg’s favourite quote: “Cash rules everything around me” – Wu-Tang Clan

Tough to pick one, but I think about “C.R.E.A.M.” a lot more than you’d think in the business world! It’s a helpful reminder to think about hidden incentives or why businesses/people make certain decisions.

The Interview

Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?

Jesse Samberg : It’s my pleasure!

Most of my professional experience is in leading business development for global advertising and marketing agencies. I helped bring in nearly $100mm in new revenue over the last decade-plus, primarily from working with Fortune 1000 companies. More recently, I co-founded Third Act to work more directly with small business owners in growing their businesses. When I’m not working on Third Act, I love mentoring via SCORE and try to spend as much time hiking as my knees can handle!

What’s the most significant shift you’ve observed in the marketing and branding landscape in the last year, and how should businesses adapt to it?

Jesse Samberg : The rise of AI. It’s gone from a theoretical tool accessible to a few intrepid early adopters to a daily topic of conversation with clients in a remarkably short time span. For small business owners in particular, AI-enabled tools can play a huge role in leveling the playing field against bigger spending competitors when it comes to areas like lead generation, customer service, digital marketing, competitive research, and more. AI doesn’t necessarily have a role to play in every business right now, but for most companies, completely ignoring AI seems unlikely to be beneficial over the next few years.

In the era of data-driven marketing, how do you balance the need for data and analytics with the creative aspects of marketing and branding?

Jesse Samberg : I love data because it can help create a business case for taking a creative risk, which is often essential when securing senior stakeholder alignment for marketing investments. Similarly, having a proper view into how marketing campaigns are performing through solid analytics is great for understanding how to optimize investments and hit company goals, whether that’s increasing conversions on landing pages or increasing engagement with a brand on social media, for example.

However, I’m a firm believer in the power of human creativity and storytelling. Data is just one part of the equation when it comes to crafting compelling campaigns that motivate human audiences to take the action we want them to as marketers. Without humans to bring the story behind data’s importance or relevancy to life, they’re just stats on a screen.

Leaders Perception would like to thank Jesse Samberg and Third Act for the time dedicated to completing this interview and sharing their valuable insights with our readers!

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