Tweet
Linsday Bayuk chats about StoryAI, Fullstory’s new proprietary AI agents, specially built to help marketers make better sense of complex buyer behaviour in this MarTech interview by MarTechSeries:
__________
Hi Lindsay, tell us a little about your marketing journey so far and experiences as a SaaS CMO?
I began my career in product marketing and product management roles at high-growth SaaS companies, which gave me the strong foundation I would need as a CMO to understand customer needs and translate them into company messaging and market strategies.
Over time, I’ve come to see marketing as a blend of systems thinking, customer empathy, and clear storytelling. It’s about constantly collaborating across teams to align on a shared narrative and ensuring the organization delivers value that truly resonates.
As CMO at Fullstory, my focus is on empowering organizations to harness the full potential of behavioral data, transform insights into customer empathy, and drive smarter, more strategic business decisions. This includes ensuring our work reflects the voice of the customer, not just our own assumptions. I also firmly believe that marketing isn’t just about storytelling but clarity. If you can simplify something complex without oversimplifying it, you’re doing your job well.
Take us through the top highlights of Fullstory’s latest AI enhancements and how it’s enabling customer and employee cycles and processes?
AI is only as valuable as the data it learns from, and that’s where behavioral data makes all the difference. At Fullstory, we’re focused on using AI to reduce friction across both customer and employee journeys meaningfully.
One of our latest advancements is StoryAI, a collection of proprietary AI agents that helps teams rapidly make sense of complex user behavior. This helps our customers make the most of existing data by allowing them to proactively spot problems and predict what users will do next, without the need for manual investigation. For example, JetBlue uses StoryAI’s multi-session summaries to pinpoint where users struggle during their digital journey in real time. This saves time, improves decision-making, and enables their team to resolve friction points quickly. With more accurate user insights, our customers can deliver personalized experiences based on that user’s behavioral data. It’s a faster, more intuitive way to turn insight into action.
We recently launched Fullstory Workforce, a solution that helps organizations gain visibility into how employees use digital tools, addressing the growing complexity of today’s enterprise tech stacks. By understanding the usage of internal applications, organizations can streamline workflows to increase productivity, eliminate redundant applications, and enhance the overall employee experience. Workforce is built for companies with thousands of employees, where transparency into the depth and breadth of applications is vital.
Together, these innovations are changing how teams work, replacing time-consuming analysis with clarity, speed, and a deeper understanding of both customers and employees.
How can marketing and other business leaders effectively use data from customer and employee cycles to drive better business synchronization and outcomes?
Better decisions start with a clear understanding of what your customers experience on your site—and behavioral data provides that visibility. For marketing and business leaders, insights from both customer and employee journeys remove guesswork and help teams align on the next best action—like fixing a website tab that consistently causes friction.
Behavioral data reveals where users struggle, why they drop off, and what drives conversions—empowering marketing, product, and CX teams to take coordinated, effective action. On the employee side, understanding how internal tools are used helps eliminate inefficiencies, reduce tool-switching, and boost productivity.
When cross-functional teams work from the same behavioral insights, they move faster, stay aligned, and make smarter, data-driven decisions based on real user behavior.
Marketing Technology News: MarTech Interview with Rob Rakowitz, Head of Marketing @ Vidmob
What are some of the top challenges modern marketers face when trying to deepen personalization at scale tactics? A few best practices that can help?
Personalizing experiences at scale presents several challenges for modern marketers. One of the biggest hurdles is data silos and fragmentation. Many organizations operate with disconnected systems, making it difficult to create a unified view of the customer. Additionally, growing privacy concerns and evolving data regulations, including the phasing out of third-party cookies, have increased the need for marketers to shift toward first-party data strategies.
To overcome these challenges, marketers should focus on developing robust strategies for collecting and activating first-party data. This includes leveraging behavioral data to gain deeper insights into user interaction and preferences. A strong first-party data foundation not only supports personalization efforts but also ensures greater compliance with privacy regulations and builds trust with audiences.
Take us through some of the fundamental marketing and GTM strategies (ABM / others) and martech you’ve often relied on as a CMO to boost growth goals?
Throughout my career, I’ve focused on building go-to-market strategies that prioritize customer-centric innovation. This approach involves developing strategies that establish category leadership and scaling global marketing organizations. At Fullstory, I continue this work by helping companies leverage behavioral data insights to create higher-performing digital products and customer experiences.
I’ve consistently relied on GTM strategies that include a strong martech foundation, including the use of AI agents and tools, one that ensures alignment across teams and surfaces actionable insights to drive faster, smarter decisions. Whether it’s optimizing ABM programs or refining positioning to meet customers where they are, behavioral data plays a central role. It enables teams to move with clarity and speed, staying closely connected to what customers experience.
What I’ve learned—whether defining a new market or scaling for growth—is that meaningful outcomes are driven by clarity of vision, a deep understanding of the customer journey, and a focus on measurable impact.
In what ways do you feel the state of modern marketing is set to evolve as roles change and team structures are redefined esepcially at an age where AI powered martech is impacting the whole game?
Marketing today is moving fast, and AI is at the heart of that transformation. As team dynamics evolve, we see more collaboration between marketing, product, and data teams. AI is taking over the heavy lifting of data analysis and automation, which frees marketers to focus more on big-picture strategy and creative storytelling. It’s also the ability to deliver highly personalized experiences, with real-time insights that make campaigns more responsive and effective. Looking ahead, marketing roles will increasingly blend technical knowledge with strategic vision to deliver faster, smarter, and more impactful results.
A few near-term enhancements and updates from Fullstory you’d like to talk about here, what can users expect down the line?
In the near term, we’re building upon the momentum of StoryAI and Workforce. These tools are making it easier to identify patterns and prioritize issues without manual research, so teams can act faster. On the Workforce side, we can expect more detailed insights into employee tool usage to help streamline operations and boost efficiency.
Five martech and marketing tips you’d share with everyone in the space before we wrap up?
Leverage data: Use behavioral data to drive decisions. Understanding how customers and employees interact with your digital products can uncover opportunities for personalization and optimization.
Adopt AI: AI isn’t here to fully replace teams but to speed up decision-making and reveal common patterns, helping businesses act with better clarity and speed.
Focus on collaboration: As martech becomes more integrated, close collaboration between marketing, product, and data teams will be essential for success.
Invest in customer experience: Prioritize tools and strategies that allow you to continuously improve the digital experiences you deliver, both for customers and employees.
Stay agile: The marketing landscape is constantly evolving. Stay flexible and be ready to adjust your approach based on new insights and technologies.
Marketing Technology News: Data Driven Strategies for Brand Perception Management
About FullStoryAbout Linsday BayukAbout FullStory
FullStory is a company that develops a behavioral data platform for digital experience intelligence, used to analyze and improve website, app, and software user experiences.
About Linsday Bayuk
As Fullstory’s Chief Marketing Officer, Lindsay Bayuk brings nearly 15 years of marketing and technology experience and a relentless passion for customer-centric innovation to the Executive team.
Before joining Fullstory, Lindsay served as CMO of Pluralsight. She was the first VP of Product Marketing and joined to develop their enterprise go-to-market strategy and category leadership position. Lindsay expanded her role to eventually lead the company’s global marketing organization and oversaw the creation and execution of their go-to-market strategy. Previously, she held product marketing and product management leadership positions at several fast-growth SaaS startups.
Tweet