Next-Gen B2B Marketing: What to Expect in an Age of AI


If you’re a marketing professional that’s sweeping AI under the rug, you’ll be unemployed in six to 12 months. AI is already transforming business operations and marketing activities and we’re just getting started.

Game-changing use cases, a slew of new tools, and practical advice painted a colorful picture of AI’s influence during the Marketing AI Institute’s annual AI for B2B Marketers Summit, held today.

Paul Roetzer, AI Marketing Institute’s founder and CEO, delivered the opening keynote address. His talk was both inspiring and cautionary. AI, particularly generative AI, is upending virtually all departments across all industries. Marketing, typically considered a creative industry, is not immune.

But that doesn’t mean human creativity isn’t important. It means it will be used differently. Roetzer urged attendees to embrace AI. Those who accelerate their AI literacy and capabilities will have an advantage; those who maintain the status quo will get left behind. If they haven’t already.

Some B2B marketers hesitate to use AI-powered tools because of perceived complexity. Roetzer urged to be bold. Start testing. Start experimenting (if you haven’t already).

“The pace of innovation is unforgiving,” he said. “The first movers, the pioneers, will struggle in the early going, but they’re going to learn, and so will the machines. AI will get smarter, and that learning will compound over time.”

Afraid AI will take your job? It’s hard to say. But if you don’t learn how to use it, someone who has, will. Remember, until we get to the point of artificial general intelligence (AgI)—the point where machines perform better than humans across cognitive abilities—AI is here to enhance our wonderfully human capabilities.

Case in point: I have a tool running right now that is performing two repetitive tasks that would have taken me weeks to do on my own—if I even did it at all. The tool costs about $50 a month. My time is worth infinitely more than that.

This week, I also created a custom GPT in ChatGPT. I fed it some inputs and basic instructions and designated it my VP of Sales. I’m optimistic it will help improve my effectiveness and efficiency at a hat I’d rather not wear.

An AI-Forward Approach

Rather than worry over AI, embrace it. Every time you start to perform a task, ask youself, could AI help me do this faster and/or better?

To get started (if you haven’t already) Roetzer recommends doing a deep dive into its capabilities and limitations. Listen to podcasts and webinars, take a class, read, try different tools, or all the above. Identify a capability that would benefit your work and gain competency.

“Be ready for change, be ahead of the curve, have conviction about what the future looks like,” he said. “Be willing to be different. Take action and lead. Everyone is dealing with the same unknowns, your greatest chance to survive and thrive is to become AI forward.”

To view the full agenda, and to watch a recording of the full event on demand, visit the event website. It’s well worth the price of admission for you and your team.

Disclosure: This article was written with the help of ChatGPT. ChatGPT crafted an outline based on a transcript of Paul’s keynote, which I edited quite a bit to give it my voice and some oomph. I do not use ChatGPT to write content or copy. Image by DALL-E.

Generative AI is allowing teams to create more content than before. But does it tell a strong story? If you want it to get read, it better. OWB provides content strategy and writing services for select medtech and life sciences companies. When you’re ready to take your content up a notch, get in touch.

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