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In this episode of the Consultancy Growth Podcast, Craig Herd and Clive Griffiths dive deep into the evolving role of AI in consultancy marketing and sales. They explore the challenges and consequences of mass AI-generated outreach, the importance of authenticity in marketing, and the future shift towards personalised, human-centric interactions. Listen in for insights on cutting through the noise, standing out in a crowded market, and leveraging AI as a research tool rather than a spam engine.

Host: Craig Herd
Host: Clive Griffiths

Key Topics Covered

• The evolution of AI in marketing & sales.
• The dangers of mass AI-driven outreach for consultancies.
• The power of authentic, personalised marketing strategies.
• How a thoughtful gift secured a meeting vs 205+ competitors.
• The future of sales: Human connection vs. AI-generated content.
• Leveraging AI for research & insight generation.
• Why consultancies need to lead with value.
  
  

Episode Highlights & Resources

AI in Marketing & Sales: Game-Changer or Brand-Damager?

• AI enables high-volume, personalised outreach but at what cost?
• How mass AI-driven emails can damage consultancy brands.
• The value of a finite market and lasting relationships.

Case Study: Personalised Gift vs. 206 LinkedIn Comments

• An HR consultant used a unique approach.
• The follow-up email that sealed the deal.
• How personalisation beats mass outreach every time.

The Future of Sales & Marketing in Consultancy

• AI is increasing digital noise.
• A resurgence in relationship-driven marketing.
• Your prospects' unconsidered needs.
• How to Leveraging AI while maintaining a human touch.

Related Episodes & Resources

• Consultancy Growth Podcast: Episode 3 Podcast recommendation.
• The Challenger Sale – Book recommendation.
• RAIN Group Study – Research on why buyers buy.