313: Stop Using AI Wrong: Strategy First, Then Technology

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In this episode of Imperfect Marketing, I sit down with Sara Nay, CEO of Duct Tape Marketing, to dive deep into the connection between business strategy, marketing execution, and the evolving role of AI.

Sara shares her journey from intern to CEO over her 15 years at Duct Tape Marketing and offers powerful insights on why strategy must always come before tactics and technology. Together, we explore how small businesses can future-proof their marketing and teams in an ever-changing digital world.

The Foundation of Effective Marketing

• Why business strategy must drive marketing strategy
• The “Marketing Strategy Pyramid”: business, marketing, and team strategy layers
• How to align marketing goals with revenue, mission, and values

The Role of AI in Modern Marketing

• Why AI is a tool, not a replacement—and how to introduce it without fear
• Common mistakes businesses make when adopting AI without strategy
• Exercises to help teams identify tasks AI can support vs. areas to develop human strengths

Shaping the Future of Marketing Leadership

• The growing divide in the marketing industry: AI adopters vs. AI skeptics
• Why agencies and consultants must shift from execution to leadership and strategy
• How AI allows more focus on creativity, empathy, and critical thinking

Mapping the Customer Journey

• Introducing the Marketing Hourglass: know, like, trust, try, buy, repeat, refer
• How businesses can identify gaps and opportunities along the customer journey
• Why great client experiences naturally lead to stronger referral business

Lessons Learned in Marketing

• Why “more” is not always better when it comes to channels and tactics
• The importance of focusing on what works and making it sustainable
• How simplifying your approach reduces burnout and creates consistent results

Key Takeaways for Marketers

• Start with strategy before adding tactics or tools.
• Use AI to support—not replace—human creativity and leadership.
• Focus on where your audience is and what’s sustainable for you.
• Great client experiences lead to natural referrals and long-term growth.

Connect with Sara Nay:

Links to Book: Unchained: Breaking Free from Broken Marketing Models: How Small Businesses Can Finally Take Control of Their Marketing, Lead with Strategy, and Scale with AI: https://unchainedmodel.com/

Amazon: https://a.co/d/6aLtopF

LinkedIn: https://www.linkedin.com/in/saranay/

Whether you’re a small business owner overwhelmed by technology or a marketing consultant navigating the rise of AI, this episode will help you rethink your approach and focus on what truly matters.

👉 Ready to align your marketing with your business goals? Tune in and learn how to lead with strategy for long-term success.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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