AI Can't Fake Human Connection | Jason Beddall, VP Growth Marketing at Ncontracts.com скачать в хорошем качестве

AI Can't Fake Human Connection | Jason Beddall, VP Growth Marketing at Ncontracts.com

Jason Beddall is Director of Growth Marketing at NContracts, where he leads a high-stakes GTM motion in the heavily regulated financial services compliance space. With roots in content production and video storytelling, Jason's path took him through years of agency work managing hundreds of clients before landing in direct marketing leadership. Today, he is balancing AI-driven efficiency with the human connection that enterprise buyers still crave. In this third episode of Moneyball CMO, Jason opens up about NContracts' 18-month journey trying to build attribution internally before realizing they needed to buy, why "who gets credit" is his least favorite conversation in the GTM teams, and how they're using AI to 10X content output while pulling back on automated outreach that feels fake to buyers. Key topics we explore: The evolution from agency chaos to in-house marketing leadership and what changes Why content-as-knowledge-service remains their core investment regardless of channel trends How AI enables 5-10X efficiency gains without reducing headcount The build vs. buy calculus: When 18 months of internal development gets you to 65%, but not 100% Why Jason believes AI-generated outreach is driving a shift back to personalized human connection Attribution as a necessary tool, not a necessary evil - for resource allocation How a single source of truth transformed cross-functional alignment with RevOps and Sales The hidden pipeline revelation: Finding $2M+ that wasn't visible before unified attribution Channel strategy in the AEO era: Balancing traditional performance marketing with search engine AI optimization Why the SDR team is leaning into agentic AI for inbound handling and nurture sequences Brought to you by: RevSure.AI - Full-funnel AI for B2B GTM: https://www.revsure.ai/ Where to find Jason Beddall: LinkedIn:   / jasonbeddall   Email: jason.beddall@ncontracts.com Company: https://www.ncontracts.com Where to find Deepinder Singh Dhingra: Newsletter: https://substack.com/@moneyballcmo LinkedIn:   / deepinder-singh-dhingra-66bb54   Company: https://revsure.ai Episode Breakdown: (00:00) Trailer: AI makes teams faster, not human (02:04) Meet Jason Beddall: From video production to growth marketing leadership (04:04) AI: The shift from automation back to personalized outreach (05:14) Balancing brand storytelling with performance marketing ROI (06:30) The metrics that matter: What actually drives pipeline decisions (08:26) Channel investment strategy: "knowledge-as-a-service" for content (10:00) Content team efficiencies: How AI 10X'd output without replacing writers (11:59) Agentic AI for SDR operations: Early wins and future roadmap (12:35) The skills future marketing leaders need (15:12) Buyer agents on the horizon: Will bots start filling your forms? (16:22) Build vs. Buy: Jason's default approach and when it shifts (18:00) Single source of truth: How Ncontracts found $2M worth of hidden pipeline (18:57) How to understand your buyers? (21:39) Attribution: Necessary tool or necessary evil? (24:48) Final thoughts and how to connect with Jason Tools & Companies Referenced: NContracts: https://www.ncontracts.com RevSure.AI: https://revsure.ai Gong: https://www.gong.io Qualified: https://www.qualified.com Clari: https://www.clari.com ChatGPT: https://chat.openai.com LinkedIn: https://www.linkedin.com Google Ads: https://ads.google.com Salesforce: https://www.salesforce.com Subscribe to Moneyball CMO on YouTube: Every episode features marketing leaders who've been in the trenches, sharing real wins, real failures, and the data that changed how they think about GTM strategy. Know a marketing leader we should interview? Drop their name in the comments. We're looking for operators who challenge the playbook and have the scars (and wins) to prove it.