In ISBM’s recent Jam Session, we focused on the dynamic intersection of Artificial Intelligence (AI) and B2B marketing, diving deep into how innovative tools can enhance our approaches to buyer engagement. Excitement and curiosity drove the discussion of various AI applications that can improve B2B marketing strategies, execution and drive results.
81% of marketers are either planning to or are using AI in audience targeting this year, so it’s time to talk about how we can use it to our advantage. Our collaborative workshop allowed participants to share ideas, discuss challenges, and learn from one another’s experiences. The collective goal was to harness the power of AI effectively and prepare our teams for the future. Through our discussions, hands-on demonstrations, and strategic brainstorming, we deepened our understanding of AI in marketing and our members set priorities and launched projects in AI.
Quick Takeaways
SalesPrep offers a 60-day trial to help us practice sales techniques.
Invideo enables users to create videos by describing desired content conversationally.
GetMunch repurposes long-form videos into short, shareable clips.
Custom GPTs can assess AI readiness within marketing initiatives.
SalesPrep and Invideo
The session kicked off with a discussion about AIM’s SalesPrep, where we learned about a 60-day trial designed to help improve sales techniques. Integrating SalesPrep into our routines enhances skills and confidence, ultimately benefiting our marketing efforts.
Next, we transitioned to a presentation on Invideo. This innovative tool operates similarly to a ChatGPT interface, allowing us to describe videos we want to create in a conversational manner. For example, creating a short video targeting marketers to emphasize the importance of AI readiness became an exciting possibility.
Features of Invideo include:
Easy-to-use interface for video creation
Conversational input to generate specialized content
Flexibility for various marketing strategies
With Invideo’s capabilities, content creation becomes much simpler and more effective. The ability to produce engaging videos for internal team motivation or external promotional content made us eager to integrate this technology into our workflow.
GetMunch and Custom GPTs
We also introduced GetMunch, a platform specializing in deconstructing long-form videos into bite-sized, shareable content. This ability to repurpose existing material into engaging clips can improve our content distribution strategy. Feeding GetMunch lengthy videos saves time and effort while maintaining high-quality output. This efficiency impacts social media marketing campaigns, allowing for numerous engaging pieces from a single source.
The session then shifted focus to creating custom GPTs. These tools allow us to adapt AI capabilities to meet specific needs. Developing a “Marketing AI Assessor” can evaluate current projects and gauge AI exposure on a scale from one to five.
Benefits of Custom GPTs
Address unique challenges within marketing teams
Improve productivity through tailored solutions
Provide insights for better decision-making
Custom GPTs empower us to enhance marketing processes while providing the flexibility to tackle challenges effectively.
Collaborative Brainstorming Session
Following the presentations, we engaged in a collaborative brainstorming session. Participants listed current AI initiatives and discussed new ideas that could drive future growth. A handout outlining various AI use cases relevant to B2B marketing sparked lively discussions about individual experiences and insights.
During the brainstorming session, we:
Identified existing projects
Generated potential new AI-enabled initiatives
Assessed AI exposure to prioritize opportunities
Mapping these initiatives on an AI exposure scale allowed us to strategically pursue projects based on potential impact and feasibility. Evaluating AI exposure requires careful consideration of data volume, task repetitiveness, and content complexity. This systematic approach identified opportunities while assessing their viability within marketing strategies.
Hands-On Exercises and Team Collaboration
We broke out into smaller teams for hands-on exercises. Each group focused on discussing how AI could enhance specific marketing tasks. Effective teamwork and open communication encouraged us to use the collective knowledge within our teams, which was powerful.
During the breakout sessions, we collaborated on detailed action plans for identified initiatives. Each team concentrated on leveraging AI to improve specific marketing tasks, sharing insights and resources. Successful implementation hinges on collaboration and mutual understanding!
One exercise involved exploring how AI-driven tools can optimize customer engagement through personalized marketing campaigns. Teams discussed using data analytics to segment audiences more effectively, enabling tailored messaging that resonates with various demographics. This approach encourages greater engagement and loyalty from customers, aligning marketing strategies with their preferences and behaviors.
Another area of focus revolved around AI’s role in content generation. Teams experimented with tools like ChatGPT to draft blog posts and social media updates. Participants shared their experiences with these tools, highlighting how AI can speed up content creation while maintaining quality. The ability to generate multiple content drafts quickly allows marketers to test different messaging styles and determine what resonates most with their audience.
Looking Ahead
We plan to continue building on the momentum created during our jam session. Teams will conduct follow-up discussions to assess the AI pilots and projects identified. These check-ins will provide opportunities to evaluate progress and encourage the sharing of successful strategies among participants.
Creating a dedicated resource hub for AI tools and insights was proposed, allowing team members to access information and best practices discussed. Such a hub will promote ongoing learning and collaboration as we work together to implement new ideas.
AI in Marketing is the Future
Our ISBM Jam Session provided opportunities for collaboration, learning, and innovation. Tools like SalesPrep, Invideo, and GetMunch enhance marketing capabilities while improving efficiency. Custom GPTs discussed enable us to adapt AI solutions to meet unique needs, while brainstorming sessions help identify and prioritize AI initiatives effectively.
Our members left the session empowered, equipped with new strategies and ideas to propel marketing efforts forward. As we continue to implement these tools and strategies, our commitment to embracing AI’s potential drives innovation within our teams. The energy created during the Jam Session encouraged a proactive approach to harnessing AI, making sure we remain at the forefront of marketing excellence.
Would you like to learn more about AI and B2B Marketing? ISBM is a nonprofit, global network of business researchers and practitioners. Ask about how an ISBM Membership can help you now or visit ISBM today to learn more!
