6 ways B2B Marketers should use AI | GTM AI Guide for Marketers

Discover the 6 most impactful ways that b2b marketers can use AI in 2024 to success in their campaigns. From organizational hacks to brand creatives, fuel your marketing with AI.

6 ways B2B Marketers should use AI | GTM AI Guide for Marketers
Shelly Weaver
Shelly Weaver
February 13, 2024
min read
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Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

AI is quickly becoming a vital part of the modern marketer’s tech stack, helping with every aspect of our marketing strategies. In our show, GTM AI, we sit down with leaders from some of the most innovative software companies in tech and take a deep look into how AI is actually powering their platforms, and what the real value is for marketers. 

We just wrapped Season 1, and learned first and foremost that AI isn’t just for mundane task management or writing LinkedIn captions–AI can now provide powerful tools and platforms to help us think bigger, move faster, and have clearer insight for every aspect of our jobs. 

Use this guide to understand how your B2B marketing team can use AI to its advantage in 2024.

6 ways to use AI in B2B Marketing

1. Tuning AI for brand consistency

Raise your hand if you constantly have to Slack your content marketer to ask what capitalization structure you should use or if you use the Oxford Comma… 

With AI, consistency across your team’s written assets just got so much simpler. Jasper, an AI writing tool, is able to ingest your brand style guidelines and apply them to your entire team’s usage, meaning that anything your team produces with Jasper will automatically be created using these guidelines. 

G2’s AI sales assistant, Monty, can be trained on content like case studies, battlecards, and chat transcripts that highlight some of your sales reps’ best practices, learning how to handle any incoming questions about their customers’ products consistently. 

2. Efficiently organizing your projects with AI

AI is particularly useful when it comes to project management. Instead of staring at a list of tasks and getting overwhelmed when trying to start a new project brief, tech like ClickUp is able to maximize your time by intelligently creating project templates with minimal input from you. 

3. Using AI to repurpose content for maximum distribution

Getting the most out of your content is easier than ever with AI tools that help you take a piece of content and transform it into multiple formats, for multiple channels and use cases. 

With tools like Goldcast, hosting your event is just the beginning. Once your event ends, you can head on over to the Content Lab and chop your videos up into social media ready clips, blog posts, quote blocks, emails, and LinkedIn posts in just a few clicks.. all while staying on brand. 

Jasper has not only been trained on copywriting skills from some of the brightest marketing minds, but it also offers a library of templates for every marketing use case you might need, taking content that you’ve already put the hard work into and recycling it into SEM ads, email subject lines, blog content… everything you need for a campaign.

4. Brainstorming and unleashing your creativity with AI

AI opens the door for some pretty exciting avenues when it comes to creativity, too. It’s not all blog posts and task prioritization. AI tools can also be the perfect brainstorm partners to bounce ideas off of, get inside the heads of your customers, or even create clever, engaging content that would have taken you hours before. 

Sendoso released PunPal, a feature that lets you put some fun back in marketing copy without having to wrack your brain for hours. 

Qualified’s Co-pilot feature can take some of the pressure off of your reps to always have the perfect answer by helping them expand their responses. This time-saving function makes it easier to focus on the bigger picture when engaging VIP buyers. 

Another Co-pilot feature that any marketer can appreciate is Mutiny’s website copy assistant. With options to change tones that are specifically trained to drive urgency and push your buyer to take action, website headlines and body copy don’t have to become a blocker for getting a web page live.

5. Leveraging AI to personalize buyer journeys

One of the biggest impacts of AI for marketers is the enhanced segmentation possibilities, instantly identifying and categorizing your website traffic to serve highly personalized content to each target account. 

Qualified’s advanced AI routing ensures that anyone engaging with their AI chatbots gets routed to the right rep for more nuanced conversation or to book a meeting automatically, without the buyer having to jump through multiple forms or wait for a booking link from their rep. 

Mutiny’s AI tools are able to make recommendations based on the segments you’ve identified as your most important traffic, using ICP mapping and buyer intent data to help you build the best possible personalized web experience for your visitors. 

6. Using AI to actually move the needle

All of these AI features are just flash and fun if they aren’t actually impacting business critical metrics. These tools are designed not just to save time and help unblock marketers, but to help revenue teams achieve their pipeline targets. 

Qualified’s AI Chatbots are able to be trained on goals you want them to achieve, so they have a mission in mind when engaging your buyers. If you want to book more meetings, your chatbots will engage website visitors with the intention to convert them, offering them the option to book a meeting in just a few clicks when the moment is just right. 

G2’s assistant, Monty, has allowed their customers to generate ten times the leads from their G2 listing and has even closed several deals on its own. But most importantly, Monty’s conversations provide businesses with incredible insight into what their potential  buyers want to know when evaluating software. G2 users are typically in a different stage of the buying funnel than direct website traffic and these insights help marketers fine tune their messaging across their channels. 

How does AI affect B2B Marketing?

From scaling up content production (and ensuring everything your team produces stays on brand) to garnering business-critical data and insights, AI is changing the B2B Marketing game for the better. We're able to produce content faster and the predict trends and behaviors more accurately, giving us tools that we only dreamed of a few years ago.

AI is more than just a buzzword these days–marketers are finding valuable ways to weave the technology into their tech stacks and help them save time, uncover powerful insights, and most importantly–generate pipeline

Catch up on Season 1 of GTM AI here.

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