Ep 174: Gen AI as a Sales & Marketing Growth Driver
In this episode of Leadership Conversations: The Untold Secrets of the C-Suite, Nick Jonsson sits down with Ben Bagg, CEO of Nectar Group, to explore how Generative AI (Gen AI) is reshaping sales and marketing strategies in today’s fast-evolving digital landscape.
What is Gen AI and why does it matter?
Generative AI refers to advanced technologies that can create content, analyze patterns, and automate decision-making at scale. Ben explains how businesses are moving beyond experimentation and starting to embed AI into their growth strategies—from customer engagement to campaign optimization.
Rather than replacing human creativity, Ben emphasizes that Gen AI acts as a powerful amplifier, enabling teams to:
Work faster and smarter
Personalize communication at scale
Make data-driven decisions in real time
How Gen AI is transforming sales
Ben shares practical examples of how sales teams are using AI to:
Identify high-intent prospects
Predict buying behavior
Personalize outreach messages
Shorten sales cycles
By analyzing massive volumes of data, Gen AI helps sales leaders focus on what truly moves the needle—prioritizing the right leads, crafting more relevant conversations, and building stronger customer relationships.
The impact on marketing strategy
On the marketing front, Ben discusses how AI is changing:
Content creation
Customer segmentation
Campaign performance tracking
A/B testing at scale
Instead of relying on guesswork, marketers can now use AI to test messaging, understand audience behavior, and optimize campaigns in real time. This leads to higher engagement, stronger conversion rates, and better ROI.
Human + AI = the winning formula
A key takeaway from the conversation is that technology alone doesn’t drive growth—people do. Ben highlights the importance of:
Clear strategy
Ethical AI use
Strong leadership
Continuous learning
AI should support teams, not replace them. Organizations that succeed are those that combine human judgment with machine intelligence.
Who should listen?
This episode is ideal for:
CEOs and founders
Sales leaders
Marketing professionals
Business owners exploring AI adoption
Anyone curious about practical AI applications
Whether you’re just starting your AI journey or looking to scale existing initiatives, this conversation provides real-world insights you can apply immediately.
Why this episode matters
Gen AI is no longer a “future trend”—it’s already transforming how businesses operate. Ben’s perspective helps leaders move past hype and focus on what actually works in driving growth, building relationships, and staying competitive.
🎧 Tune in to discover how Gen AI can become your sales and marketing growth engine—without losing the human touch.
Contact Ben Bagg to collaborate with him:
LinkedIn: https://www.linkedin.com/in/ben-bagg/
Visit our website to find more podcast https://www.nickjonsson.com/leadership-conversations-the-untold-secrets-of-the-c-suite