Natalie Lambert’s Post

A lot has been said about how AI is replacing entry-level marketing roles. But I think that misses the bigger point. It’s not just junior marketers who are being displaced—it’s horizontal marketers, at every level, who aren’t close enough to the product or the customer. That includes roles like content creators, campaign managers, researchers, and channel specialists—especially those working across teams without deep domain context. AI now executes faster than they can coordinate. And if the work still needs review, companies are starting to ask: Why not just have the subject-matter expert create the first draft with AI? The marketers gaining leverage today are vertical specialists:  • The product marketer who knows how a CISO makes buying decisions  • The analyst who understands what SOC 2 means to an enterprise customer  • The demand gen lead who’s walked a full sales cycle and knows what actually moves a deal forward These aren’t just marketers who know how to execute. They know how decisions are made—by real people, in real roles, within specific industries. That’s what makes them valuable. Instead of competing with AI, they’re using it to scale faster, create tighter messaging, and reduce friction across the org. If you're in marketing right now, the best thing you can do is this: Pick a vertical. Go deep. Use AI to accelerate your understanding of the customer, not just your output. The marketers who will win in this next era aren’t the fastest prompt writers. They’re the ones who understand the customer well enough to guide the AI. 📌 Full blog here: https://lnkd.in/g2cvUjij Too harsh? Or not harsh enough? Curious how others are seeing this shift.