The Go-To-Market (GTM) landscape is undergoing rapid transformation, driven by advancements in AI, predictive analytics, and evolving buyer behaviors. But amidst all the hype, what actually works?
In this episode of the NextGen GTM podcast, Corey Smith, Managing Director at Hawk Media, shares his insights on AI’s role in marketing, the importance of authenticity, and the timeless strategies that continue to drive results.
From predictive AI’s impact on marketing decisions to why businesses should focus on what truly moves the needle, this conversation dives deep into what the next generation of GTM strategies should look like.
Corey’s career path has been anything but conventional. From running a printing press at 16 to working in radio promotions and office equipment sales, his journey ultimately led him to found Tribute Media, an agency specializing in web development and inbound marketing.
His experience has given him a unique perspective on marketing—one that balances traditional business fundamentals with modern AI-driven strategies.
Despite advancements in technology, Corey emphasizes that successful marketing boils down to three core components:
Every business needs visibility. Whether through organic SEO, PPC advertising, or content marketing, brands must show up where their customers are searching.
Social platforms are critical for brand awareness, engagement, and demand generation. While the specific platform might change (LinkedIn for B2B, TikTok for consumer brands), social remains a key channel.
Despite the rise of new tools, email remains one of the highest-ROI channels for nurturing leads and converting prospects.
🔹 Key Insight: The formula may differ, but all businesses rely on these three channels. The secret sauce is how you organize them to fit your GTM strategy.
AI is everywhere in marketing, but not all AI is created equal. Corey breaks AI into two key categories:
🔹 Biggest Takeaway: Predictive AI is the real game-changer—helping businesses make data-backed decisions that optimize ad spend and marketing performance.
One of the most eye-opening moments from the podcast was Corey’s story about scaling a client’s lead generation efforts:
➡️ The client could handle 100 leads per week
➡️ Hawk AI helped generate 175 leads in a week
➡️ The client had to pause marketing due to overwhelming demand
📌 Lesson Learned: AI, when used correctly, can drive measurable, scalable results—but businesses need to ensure they have the infrastructure to handle growth.
Many AI applications resemble advanced statistical models like regression analysis. So, how do you differentiate AI from traditional analytics?
🔹 Key Distinction: AI not only analyzes data but also recommends actions, making it far more actionable for marketers.
As AI becomes more advanced, so do buyers. Corey highlights an important reality:
"Buyers are more sophisticated today than ever before. They see through AI-generated content and automated sales pitches."
Businesses that over-rely on AI for engagement without focusing on genuine human interactions will struggle to build trust.
🔹 Takeaway: AI should remove friction from the buying process but not replace human connection.
One of the biggest ethical questions in AI is transparency. Corey points out that authenticity is crucial, especially when using AI in customer interactions.
Example: Scheduler AI
📌 Key Insight: In a world of deep fakes, businesses must be upfront about AI use. Don’t fake human interaction—embrace AI for what it is: a tool to enhance efficiency.
To wrap up, Corey shared three marketing principles that will always hold true:
Too many businesses jump into tactics (SEO, ads, AI) without defining their goals first.
✅ Start with business objectives
✅ Align marketing goals to support them
✅ Only then define the right tactics
🔹 Takeaway: If you skip this order, you’ll waste resources on ineffective strategies.
In an era of automated content and AI-driven interactions, the brands that stand out will be the ones that remain genuine.
✅ Be transparent about AI use
✅ Focus on human connections
✅ Build trust by delivering real value
Not every new technology or marketing tactic will work for your business. Corey advises against blindly jumping on trends.
✅ Test before fully committing
✅ Evaluate ROI before scaling
✅ Stick to strategies that align with your long-term goals
The future of GTM isn’t about replacing humans with AI—it’s about enhancing human capabilities. Businesses that balance automation with genuine customer relationships will thrive.
