Welcome back to our MAICON 2021 speaker series where we’re introducing you to our speakers, telling you a little about why they’ll be at MAICON, what resonated with us in articles or resources of theirs, and how to connect with them prior to the event.
Jim Lecinski is a marketing educator and advisor. He has 30 years of experience driving successful business results for major brands by developing and implementing integrated, omni-channel and digital marketing programs.
Following a twelve year career at Google, where he was Vice President of Customer Solutions for the Americas, Lecinski is now a clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches MBA Marketing Strategy and Omni-channel Strategy.
His seminal book about the new marketing model, “Winning the Zero Moment of Truth” known as “ZMOT” (pronounced: "Zhee MAHT”) was published in 2011, and has been read by over 300,000 marketers worldwide and was featured in the New York Times, Advertising Age and Forbes.
Lecinski's newest project, “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing” was published by Stanford University Press in Spring 2021.
Some of Jim Lecinski's Work
An excerpt: As companies begin to turn their focus to recovery and the long term, we turn our focus to building marketing capabilities. In this session, Jim Lecinski addresses how marketers can think about AI and machine learning and discusses how to develop a strategy and plan for implementing AI as part of their marketing approach.
Why we like it: Did our mention of Lecinski’s latest project pique your interest? If so, you’ll love that you can double down on the informative, five-step process for AI implementation by absorbing it in webinar format as well as a traditional read. Make sure you download the slides on the landing page to aid your note-taking.
An excerpt: For the Kellogg School of Management’s blog, Lecinski penned a detailed article about where a sound marketing strategy starts. He notes that it starts with locating that intersection between what customers want and where an individual firm can create value better than its competition.You might be surprised to learn that the goal is to have a better sense than even your chosen customers themselves. This is true customer insight.
Why we like it: Superior customer insight is the goal of any great marketer, but even the best can have trouble knowing where to start. Lecinski broke down the process into five simple steps. If you’re thinking that this seems too easy, well—he admits that almost any manager can take these steps to gain an advantage. But the difference is that most managers won’t. So what’s holding you back? This is the kind of read that inspires you to create a brilliant to-do list right after you finish it.
Why we like it: These snackable videos are quick snippets of foundational AI marketing knowledge—easy to watch, learn, and share. We especially love part three, which demonstrates how some of our favorite direct-to-consumer (DTC) brands, like Warby Parker, have a competitive advantage thanks to richer data about their consumers.
Learn More About Jim Lecinski
- Follow Jim on Twitter.
- Follow Jim on LinkedIn.
- Purchase and read “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing.”
- Download “Winning the Zero Moment of Truth.”
Jim Lecinski's Keynote Panel at MAICON
AI for CMOs: How Marketing Leaders Are Transforming Their Talent, Tech and Strategy
Balancing customer expectations, aligning stakeholder demands, maintaining conscientious and effective leadership, developing personal and professional skills, and staying ahead of industry trends, CMOs do it all.
The role of the CMO has expanded beyond traditional marketing boundaries. Leaders are expected to do more with less time, smaller teams, and reduced budgets. CMOs must be both agile and strategic with their time and resources. AI in marketing can help by alleviating data-driven, repetitive tasks to allow time for more effective, customer-centric strategy and creativity.
This panel brings together marketing leaders who have put AI into action in their own companies—building smarter teams, richer strategies, and more intelligent uses of technology.
Join us at MAICON 2021 on September 13-14, 2021 to hear Jim and 20+ other AI and marketing leaders. BLOG20 saves 20% off current prices.
Cathy McPhillips is the Chief Growth Officer at Marketing AI Institute.