How an AI-First Company Builds Its Marketing Strategy Around AI

Webinar

45 minutes

Free to watch

How an AI-First Company Builds Its Marketing Strategy Around AI

In this session, Vendavo CMO Lindsay Duran joins Docket’s Head of Marketing Lauren McHugh to explore how she’s rethinking marketing strategy with that AI First responsibility in mind.

Lindsay Duran

CMO, Vendavo

Lauren McHugh

Head of Marketing, Docket

‍0:00 – Why AI-first companies get held to a higher standard: Vendavo sells AI-powered pricing, so its marketing has to meet the same bar. Where Lindsay started and what she set out to change.
‍0:08 – Strategy vs. tool list: How Vendavo’s strategy shifted, where AI changed planning and budget, and where it only changed execution.
‍0:17 – What stays human: Where Lindsay keeps people in front, how the team has evolved, and what she chooses to change or keep.
‍0:26 – The website as a conversation: How Vendavo uses an in-page AI agent, what it does that other channels can’t, and what to consider before moving early.
‍0:34 – Advice for the CMO who feels behind: Practical next steps for marketing leaders at complex, long-cycle B2B companies.
‍0:39 – Live Q&A: Your questions answered.

How an AI-First Company Builds Its Marketing Strategy Around AI

Vendavo sells AI-driven pricing and commercial excellence software to some of the most complex buying committees in B2B. That puts a particular kind of pressure on marketing: if your product promises to help customers put AI to work intelligently, your own marketing needs to meet the same standard, while keeping compliance front and center.

In this session, Vendavo CMO Lindsay Duran joins Docket’s Head of Marketing Lauren McHugh, to explore how she’s rethinking marketing strategy with that responsibility in mind.

During this session we’ll dig into:

Where does AI add value across the funnel, and where is human judgment essential?
How are her team and technology stack evolving?
And what does it take to lead marketing when the way you use AI must reinforce the credibility of what you sell?

Expect a candid conversation about modern B2B marketing in complex, high-stakes sales environments, not a product demo.

How an AI-First Company Builds Its Marketing Strategy Around AI