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The Uncanny Valley Problem

The Uncanny Valley Problem

Why the future of marketing & sales isn't personalization.

Michael Galvan
August 22, 2024

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August 22nd, 2024

Edition #004

Cactus Patch Gang!

Good afternoon and welcome to the fourth edition of Marketing Trends!

Here’s what I got for you today:

The Uncanny Valley Problem
3 Marketing Trends
How Big Can Hubspot Get?
Hot Links & 5 Remote Marketing Jobs

Let’s Ride. 🌵

Coffee is for closers! (Not Bots)

{First Name} I see that you like…

Somewhere just past the Grand Canyon is the Uncanny Valley.

And that's where many AI BDR & SDR tools are doomed to die.

There’s been a lot of hype around AI BDRs (Business Development Representatives) and SDRs (Sales Development Representatives), but many of these tools are set up to fail.

One reason: The Uncanny Valley.

The Uncanny Valley refers to: "The sense of unease or revulsion that people experience when non-living objects, like robots or computer-generated characters, appear or behave too human-like"

It's a term that describes when your interaction with a bot feels a little...icky.

While AI can function well as a Digital Receptionist—particularly in high-intent, self-service situations, usually at the local level—it won't work for most B2B sales or high-end B2C sales where the buyer has a lot at stake.

Here’s why:

Most AI personalization tools fall into one of two categories. Either they produce generic ChatGPT-like text blocks that immediately turn off potential customers.
Or they make hyper-specific personalization attempts that often come across as creepy.

At this point, most people have had the experience of receiving emails or (god-forbid) LinkedIn DM’s with lines like, “I saw that you liked X.”

It’s the worst introduction possible.

There's a secondary problem with the idea of AI salespeople, "personalization" becomes commoditized very quickly.

In the movie Minority Report, there’s a scene where Tom Cruise walks through a mall, and every retail store bombards him with phrases like, “Ready to buy more khaki pants, Mr. Johnson?”

When every single brand and outreach message starts to use your name, it loses its value.

People are more than a set of facts.

If your marketing & sales roadmap is solely focused on personalization, that moat will quickly be eroded.

It seems unlikely that AI will ever fully replace humans in the sales cycle. And it’s because there is something a lot of startups are missing.

A salesperson’s role in the buying cycle goes beyond emails, calls, or using a prospect’s first name.

It’s about trust and accountability—two elements AI lacks.

Machines, at their core, have an accountability problem, and no amount of AI governance will change that.

Don’t get me wrong; you can’t ignore AI and I’m bullish on AI marketing & sales tools for specific tasks.

But don’t believe for a second that good salespeople are at risk of extinction.

The hyper-personalization of everything will make it clear that there’s only so much a machine can do.

Beyond that point, personalization requires...well a person.

Think about how to increase the reach of your best salespeople, and not how to replace them and your go-to-market team will hit home runs in the new era.

🔥 HOT MARKETING TACTIC 🔥

Thought Leader Ads On LinkedIn

Advertising on LinkedIn can be tricky.

While the right LinkedIn campaign strategy is a gold mine for savvy B2B marketers, CPC's and CPM's are often more expensive than other channels.

Creating authentic content that moves the needle for prospects is also a challenge.

New LinkedIn thought leader ads allow a brand to promote an organic post by a creator. This results in a much more natural UGC look and feel on a platform that can sometimes feel uptight.

This new form of native advertising is generating a lot of buzz. It also pairs nicely with the B2B Influencer trend.

5 Things We Love

YouTube Adds QR Codes to All Channels: YouTube now allows all channels to add QR codes to their videos, enabling easier access to external links.
Apple Changes How the App Store Is Managed: Apple announces major changes to how the App Store is managed, including the departure of a key executive.
Reddit Debuts Agency Partnership Program: Reddit introduces a new partner badging program to deepen relationships with agencies.
Twitch Increases Mobile Subscription Prices: Twitch is raising subscription prices on mobile, impacting how users engage with the platform.
Anonymity and Bugs Bunny: A reflection on the value of anonymity in the digital age, inspired by Bugs Bunny.

How Big Can Hubspot Get?

Watch out Salesforce

There was a breakup, but no one really believes it was mutual.

HubSpot and Google were in acquisition talks that fell apart last year. With that in the rearview mirror, it’s logical to ask: just how big could HubSpot get?

Over the last decade, HubSpot has grown from $29 million in revenue in 2011 to over $2.17 billion in 2023. This rapid growth nearly culminated in a $32 billion acquisition by Google, which would have been a game-changer.

Although the deal fell through, HubSpot’s momentum hasn’t slowed down.

HubSpot’s trajectory suggests it has much more room to grow.

Its innovative features and aggressive expansion strategy have positioned it as a formidable competitor to Salesforce, which currently holds a market cap of over $252 billion.

On the other hand, HubSpot's next big milestone will be the $50 billion mark. To reach that level, HubSpot will need to continue rolling out new features and possibly make strategic acquisitions.

These moves could allow it to compete more effectively in enterprise-level sales, where Salesforce currently dominates.

The real test for HubSpot will come when some of Salesforce’s existing contracts come up for renewal in the next few years.

If HubSpot can position itself as a viable alternative with a mature product offering, it could win over key clients and significantly increase its market share.

So, how big can HubSpot get?

If it continues on its current path, the sky’s the limit. However, it will need to execute flawlessly to break through the next level and compete head-to-head with Salesforce on the big deals.

HIRING NOW!

Great remote marketing jobs.

Clockwise: Revolutionizing time management with AI and seeking a Senior Product Marketing Manager.
Sand Technologies: Supporting global enterprises in building world-class technology, looking for an Email Marketing Specialist.
Vimeo: The leading video platform is searching for a Sr. Director of Marketing to drive growth and innovation.
Dynamite Circle: Helping entrepreneurs build better businesses, seeking a creative Copywriter.
Fellow.App: Transforming meetings with AI-driven tools, looking for a Product Manager, Growth.

SUGGESTION BOX

That’s all for this edition.

Cheers,

Michael