The Dawn of Agentic Marketing 2
How AI is changing the landscape of B2B Marketing
Ops isn’t behind the scenes anymore — it’s center stage. Agents, not dashboards, are how modern GTM teams plan, act, and learn in real time.
TL;DR
Agentic marketing = workflows that observe → decide → act → learn without waiting on humans or weekly reports. Start small: wire one reliable signal to one high-leverage action, capture the result, then loop.
What “agentic” really means (in marketing terms)
Traditional automation follows a script. Agentic marketing gives your workflows just enough context + rules + tools to make decisions and ship outcomes on their own—then report back what happened.
Before: dashboards, MQL goals, swivel-chair ops.
After: signals trigger agents, agents execute playbooks, results close the loop and retrain the next action.
The Agentic Loop
Observe – capture signals (site visits, product usage, intent, replies, CRM changes).
Decide – apply rules or lightweight models (ICP fit, stage, recency, thresholds).
Act – do the thing (enrich, route, notify, launch ads, open tickets, send sequences).
Learn – log outcomes, update scores, improve prompts/rules, retire what’s not working.
Repeat. Faster each turn.
Five superpowers of agentic GTM
Signals-first: prioritize quality, recent, attributable signals.
Unified identities: accounts & people stitched so actions hit the right target.
Playbooks → agents: every repeatable win becomes a reusable agent.
Orchestration across the stack: CRM, MAP, ads, data warehouse, support—one flow.
Closed-loop measurement: every action writes back what happened (success/fail, time to outcome, next step).
Three starter plays (ship in days, not months)
1) Hot visitor → fast lane
Observe: repeat visits from ICP account.
Decide: score by fit + recency.
Act: enrich → open Slack thread with context → route to AE with 1-click email.
Learn: track reply/meeting booked; reweight thresholds.
2) Champions tracking
Observe: known champion engages (email reply, doc view, webinar Q).
Decide: champion + opp stage + inactivity > 7 days.
Act: auto-create task with prefilled context & suggested next step; nudge CSM/AE.
Learn: did the nudge re-activate the opp?
3) Dead leads → precise retargeting
Observe: closed-lost or unresponsive > 45 days.
Decide: ICP fit + topic interest from past activity.
Act: sync audience to paid (exact creative by topic); pause when they re-engage.
Learn: lift vs. business-as-usual.
What to measure (so it doesn’t become dashboard tourism)
Time to action (signal → first touch)
Action success rate (by agent)
Cycle impact (meetings booked, stage advancement, time-to-close deltas)
Waste reduced (manual touches removed, tools/ops debt retired)
Pitfalls to dodge
Boiling the ocean: wire one signal to one action first.
Zombie automation: if it can’t report outcomes, it shouldn’t run.
Prompt sprawl: templatize prompts; version them like code.
Data absolutism: perfect data is not required—tight guardrails are.
How HAMO helps (WIIFY)
Get Seen: member spotlights, podcast features, and case-study write-ups.
Get Better: copy-paste templates, live reviews, and tutorials that ship tomorrow.
Get Ahead: referrals, speaker slots, and a portfolio of measurable wins that move title & comp.
Want the spotlight? Submit a playbook. Want a jumpstart? Grab the starter agents and adapt them to your stack.