Mike Fishbein

Director of Demand Generation at Alpha

Mike Fishbein is a seasoned digital marketing leader known for his expertise in generating leads and sales for Fortune 500 companies and venture-backed startups. He currently spearheads demand generation at Alpha and hosts the popular podcast, This is Product Management, boasting over 2 million downloads. Mike's innovative marketing strategies have gained recognition in top-tier publications such as Business Insider, AdAge, VentureBeat, AdWeek, The Content Marketing Institute, and The Next Web.

With a strong educational background, Mike pursued an MBA with a focus on Analytical Finance, Management & Strategy, and Real Estate Management from Northwestern University's prestigious Kellogg School of Management. He also holds a BA in Economics and Political Science, graduating Magna Cum Laude with Honors in Economics from Colgate University.

Throughout his career, Mike Fishbein has held key positions in renowned organizations, including his current role as Managing Director at Terra Capital Partners. Previously, he served as Director and Vice President at Terra Capital Partners, and Vice President at GreensLedge Capital Markets. Mike also gained valuable experience as an MBA Summer Intern at PCCP, LLC, Vice President and Associate at Natixis, and Analyst at Fitch Ratings.

Highlights

May 22 · twitter

Use cases for AI in marketing generally fall into two categories:

Existing Operations

Marketers using AI to do the things they already spend time and money on (and get ROI from): content, email, prospecting, etc.

New Experiences

Running new campaigns that weren’t possible before AI.

I can’t stop thinking about this second bucket.

No one knows what the winners will be yet, but companies like Hubspot are running some really cool experiments. I’m excited to see how the experiments play out, and run my own.

The way I’m approaching ideas for new experiences is zooming back out to proven marketing principles. I’ve been re-reading the classics, like Influence and How Brands Grow.

I want to use AI to do things that get people to buy, not just fun, futuristic things.

Here are three ideas that I think are worth testing:

• Real-Time Personalization for content • Personalized Videos for prospecting • Action Bots / Expert Agents

Note: There might be a third bucket—things that don’t deliver an ROI when humans do them, but could if AI does them. This is less interesting to me personally though.