The Immersive Human‑in‑the‑Loop Strategy
Jody Guetter, CEO at finmarkIQ, explains why AI‑era marketing must include real people at every stage. She argues that the human-in-the-loop extends beyond data validation to market testing, focus groups, and brand activation. Jody also shows how CMOs must be technologists without forgetting who they serve and outlines how human touch differentiates B2B strategies in an age of automation.
The Immersive Human ‑in‑the‑Loop Strategy A Conversation with Jody Guetter, Chief Executive Officer at finmarkIQ EPISODE 204 Steve MacDonald HOST:
Table of Contents • [2:29] Introduction to Jody Guetter • [32:19] Full Podcast Episode • [3:06] Episode Highlights Video • [2:51] True Nature of Human-in-the-Loop Strategy on Today’s Market • [6:39] Validating Brand Strategy with Authentic Brand Testing • [3:39] Integrating Human-in-the-Loop to Accelerate GTM • [7:32] Restoring Trust with Technology Through Human‑Centric Strategies • [6:00] Elevating Marketing’s Voice at the Executive Table • [1:24] Ask Who You Serve Before Every Decision • [0:59] Short - True Nature of Human-in-the-Loop Strategy on Today’s Market
ABOUT Jody Guetter Jody Guetter, CEO at finmarkIQ, explains why AI‑era marketing must include real people at every stage. She argues that the human-in-the-loop extends beyond data validation to market testing, focus groups, and brand activation. Jody also shows how CMOs must be technologists without forgetting who they serve and outlines how human touch differentiates B2B strategies in an age of automation.
FULL EPISODE "Today’s CMOs must embrace technology and data without neglecting who we do the work for, which are the actual people we serve." – Jody Guetter
(3:06) Episode Highlights Video
[2:51] True Nature of Human-in-the-Loop Strategy on Today’s Market "The marketing function and the role marketing plays across the entire product, sales, delivery, marketing, and implementation journey and there are human touchpoints along the entire way." – Jody Guetter
[6:39] Validating Brand Strategy with Authentic Brand Testing “We took this entire brand and spent months using data to inform it by putting it in front of the customer firsthand. This was a truly great moment in our development journey, one that put the human at the center of everything we do. It pressure-tested and validated some things we needed validation on, and it helped build confidence. It also allowed us to make some corrections before further investing.” – Jody Guetter
[3:39] Integrating Human-in-the-Loop to Accelerate GTM “You need absolute CRO buy-in and alignment, and you need to integrate your sales, your BDRs, and your human-in-the-loop from the sales perspective. They need to be deeply embedded in your ABM process. We’ve got to start marketing the marketing before it even hits the field.” – Jody Guetter
[7:32] Restoring Trust with Technology Through Human ‑Centric Strategies “Technology can work, but there are scenarios and exceptions where it’s crucial to include a human in the loop to truly optimize the technology.” – Jody Guetter
[6:00] Elevating Marketing’s Voice at the Executive Table “Representing the voice of the customer positions marketers as indispensable strategic leaders.” – Jody Guetter
[1:24] Ask Who You Serve Before Every Decision “In business, we often let ego get in the way. We make decisions that feel good for us, or that benefit shareholders, or that appear to benefit shareholders. But it comes down to, who are we doing the work for?” – Jody Guetter
YOUTUBE SHORT: "The marketing function and the role marketing plays across the entire product, sales, delivery, marketing, and implementation journey and there are human touchpoints along the entire way." – Jody Guetter
Watch us on your favorite platform
