Jason Allan, Senior Product Marketing Manager at Nirovision: “Over time we will see marketing teams reduce in size as AI tools allow marketers to be more efficient”

We all know that AI is coming for our jobs – sorry, we mean that it will make us more efficient and creative – and Jason Allan, Senior Product Marketing Manager at Nirovision doesn’t shy away from this for a moment. In this candid interview, he puts into words exactly what many are thinking, whether they work in marketing, sales or product development.

He also echoes the views of Nirovision CEO Jimmy Lee, who we had the pleasure of interviewing back in April 2023. “Take my first role in tech,” said Jimmy. “As a junior developer, most of the work I did was simple and mundane coding tasks… Today, LLMs like ChatGPT and GitHub Copilot can already do this just as well as a junior developer.”

The good news for Jason is that ChatGPT can’t take over his responsibilities just yet: “I’m responsible for positioning, messaging and go-to-market strategies to help acquire, engage and delight customers,” he told us. Nor do we think that Jason’s ten years of experience in digital and product marketing for high-growth startups is something that can be reduced down to an algorithm.

Fortunately, his wisdom can be distilled into some great advice for fellow marketers. And that’s exactly what you’ll read below.

Why Dust or Magic? That stems from a quote by legendary American advertising creative director, William Bernbach: “An idea can turn to dust or magic, depending on the talent that rubs against it.” (And if you’re wondering where you’ve heard the name, Bernbach was the inspiration behind Don Draper of Mad Men fame.)

Could you please introduce yourself to our audience? What motivated you to pursue a career in marketing, and how did you embark on your journey in this field?

I’m a Senior Product Manager at Nirovision. My fascination with storytelling and the influential power of sports stars’ brands guided my early interest in marketing. This passion led me to a career working with some of the world’s best athletes, collaborating with blue-chip brands on campaigns spanning TV, radio, events, packaging, PR and sponsorship.

Witnessing the rise of mobile and apps, I made the transition to the world of tech and startups, delving into digital marketing. Evolving further, I’ve now immersed myself in product marketing, a vital and emerging field that broadens my expertise across the entire marketing lifecycle. 

What are your thoughts on the escalating integration of AI in digital marketing and its potential influence on the future of marketing, Martech and social media?

I think over time we will see marketing teams reduce in size as AI tools allow marketers to be more efficient, move faster and do more with less. Right now you might have a team that includes an engineer, a designer and a copywriter, but the way things are heading that might be one person in the future. It’s easy to see teams allocating more budget to Martech instead of hiring another team member. Another impact of all of this is that marketing generalists will be viewed as more valuable than marketing specialists.    

Related reading: What will the digital landscape look like in 2028?

How do you ready yourself for an AI-driven landscape as a marketing leader? What new skills do you need?

You need curiosity, a willingness to learn and the opportunity to experiment with AI tools in your day-to-day work. A good exercise is to map out your current marketing processes and evaluate whether AI could potentially enhance, automate or eliminate any steps. And stay informed on the latest developments in AI through news updates, podcasts, and researching how other marketers are effectively leveraging specific tools.

Looking ahead to 2024, what AdTech trends do you expect to dominate?

As third-party cookies and IDs phase out, it’s not hard to see social and other content platforms becoming even more valuable and therefore more expensive to advertise on.

Obtaining user consent and prioritising building owned audiences will be important. This involves creating compelling content and developing additional tools or services that resonate with your target audience — both areas where AI can provide valuable assistance.

Related reading: Harnessing data to shape the brand experience in a post-cookie world

Do you anticipate any significant disruptions in marketing and sales technology during 2024? If so, what?

I think we’re already seeing some disruption with a lot of marketing and sales products racing to incorporate AI into their product roadmap. We might also see more data acquisitions like HubSpot’s recent acquisition of ClearBit, as third-party cookies phase out and owned data gets more valuable.

How do you think AI might evolve B2B marketing and/or ABM strategies in 2024?

Customer and market research becomes a lot easier and faster, allowing marketers to glean insights with amazing efficiency. Whether it’s processing big datasets, or analysing consumer behaviours, AI can enhance the depth of understanding regarding market needs but also help with conversion optimisation and predictive analysis. 

What core values have played a pivotal role in shaping your approach to marketing and communication?

One of the things I love about marketing is the opportunity to be creative. Being able to craft unique and memorable campaigns that capture the audience’s attention and differentiate a brand in a crowded marketplace is challenging but very rewarding.

Another thing I value is collaboration, which is more important than ever. In the past, marketing operated in silos, detached from product, support and sales teams, leading to misalignment and communication gaps. Thankfully the evolution of product marketing is changing this, by facilitating the exchange of insights across departments. This collaborative approach not only informs product roadmaps but also contributes to crafting more resonant messaging and positioning.

Focus is another important value, especially given a marketer’s broad responsibilities. This is where processes play a key role. While it’s tempting to do everything, not every tactic or channel works for every brand, so you need to uncover the combination of things that have the biggest impact and ignore everything else. 

What major hurdles have you encountered as a marketing leader, and how did you surmount them?

Getting your first customers is always a hurdle. This is a challenge I’ve faced numerous times within the startup world. There is no magic solution other than having good processes in place to experiment and find what works. More often than not, it’s the failed experiments that provide the most valuable learning opportunities.

It’s also important to remember that in the early stages, the focus isn’t scale; it’s agility and a willingness to invest time in strategies that may be more labour-intensive. Feedback from early customers is valuable as it can help shape your product but also refine your messaging and value propositions.