In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases.