Are you feeling the pressure to jump on the AI bandwagon? You’re not alone. As small and medium-sized businesses (SMBs) race to adopt AI, many are overlooking a critical step that could make or break their success.
What if I told you that the key to unlocking AI’s true potential for your business isn’t in the latest chatbot or predictive analytics tool, but in something you already have – your data?
The problem is, while AI promises to revolutionize how we do business, without a solid data strategy, it’s like trying to build a skyscraper on quicksand. Many SMBs are rushing to implement AI solutions without first understanding and organizing their data, leading to disappointing results and wasted resources.
But here’s the good news: with the right approach to your data, you can set your business up for AI success. And that’s exactly what we’re diving into today with our expert guest, Tim Hayden.
Meet the Expert: Tim Hayden
Tim is the CEO of Brain+Trust Partners, a strategic consultancy that helps companies navigate digital transformation. With over 20 years of experience in building and managing successful companies, Tim is a pioneering business leader known for his expertise in data-driven marketing, customer experience, and emerging technologies.
He’s worked with major brands like Dell, Bacardi, and AMD, and is a frequent speaker at industry events. Tim literally wrote the book on mobile commerce and has been at the forefront of digital marketing innovation for decades.
Today’s Topic
Tim is going to break down why a data strategy is the essential first step for any SMB looking to harness the power of AI, and he’ll provide practical insights on how to get started. So, whether you’re just beginning to explore AI or looking to optimize your current efforts, this episode is your roadmap to building a solid foundation for AI success.
Topics Covered
- ✨ Data First, AI Second: Understanding why a solid data strategy is the foundation for successful AI adoption.
- ✨ Quality Over Quantity: Learning how to focus on collecting and organizing the right data for your specific business needs.
- ✨ Start Small, Think Big: Practical steps for SMBs to begin building their data strategy with limited resources.
Resources & Brands mentioned in this episode: Agorapulse, HubSpot, Salesforce, Marketo
Download the full transcript (lightly edited)
Podcast Highlights
“You have a tremendous amount of what I would call intelligence before it’s made artificial and automated.” – Tim Hayden
Tim emphasizes that the data you’ve already collected—from your CRM, email systems, and social analytics—is your biggest untapped asset. Rather than outsourcing intelligence to external platforms, SMBs should look at how they can train AI models on their own data.
SMBs Are Already Sitting on a Goldmine
Mike Allton shares how Agorapulse is implementing a RAG (Retrieval-Augmented Generation) system using their internal content, enabling their team to get quick answers through Slack. Tim praises this example as exactly what SMBs should be doing—making their AI efforts brand-centric and grounded in real, owned data.
Misconceptions SMBs Have About Their Data
Tim discusses how many SMBs use low-cost or free tools like ChatGPT without realizing those models weren’t built for marketing purposes. They’re general-purpose systems, and without training them on your brand’s own context and data, you’re unlikely to see real ROI.
The Road Ahead: Your Own AI Model
Tim predicts a future where companies, large and small, will create their own AI models trained on their specific business data. These models will power internal tools, automate workflows, and create more personalized marketing efforts without relying entirely on third-party platforms.
“The future is certainly going to be an opportunity for more companies to control their destiny rather than just outsourcing it to a third party.” – Tim Hayden
Final Thoughts
The rush toward AI is exciting—but risky without the right foundation. As Tim emphasizes, the first step isn’t a flashy tool or subscription—it’s your data. Understand it. Organize it. Use it.
Whether you’re using Agorapulse, HubSpot, or any CRM, you likely already have valuable customer intelligence. That’s your real power when applying AI tools—especially if you’re building systems tailored to your business, not generic use cases.
To hear the full conversation and more tips from Tim Hayden, be sure to listen to the full episode of AI in Marketing: Unpacked.
Host: Mike Allton – AI in Marketing: Unpacked
This episode may include sponsored content or affiliate links. All opinions are our own.
