Every B2B CMO now needs a way of looking at AI (2023)

Every B2B CMO now needs a way of looking at AI (1)

While AI has certainly been around for many years, ChatGPT has only been around since November 2022. However, it has exploded in the marketing community since New Year 2023 and is taking over conversations across industries like wildfire.

actually inGartner's Top 5 Marketing Predictions for 2023They shared that, “By 2025, organizations using AI in the marketing function will shift 75% of their operational activities from production to more strategic activities.”

This genie doesn't go back to the bottle and we need to continue to understand it, take advantage of it for the good it can bring and be aware of the pitfalls of its acceleration. I've laid out what you need to know, plus steps to formulate your own professional point of view on the subject, so you can have the conversation with confidence.

First, understand the basics of ChatGPT.

Google says: “As its acronym, Generative Pre-training Transformer, indicates, ChatGPT is a generative language model based on the 'transformer' architecture. These models are able to process large amounts of text and learn to perform natural language processing tasks very efficiently."

ChatGPTsays: "ChatGPT is a great language model developed byopen AIwhich can be used for natural language processing tasks such as text generation and language translation. It is based on the GPT-3.5 (Generative Pretrained Transformer 3.5) model, which is one of the largest and most advanced language models available today.

What this means in real terms: Very smart developers have created code that consumes massive amounts of content on the web. Think about this as you read each page on Google and you can categorize and retain all this information. They also coded the platform to have a predictable level of "human" speech. When requested, the system quickly pulls details from the massive database, applies its human language level to that information, and returns a result to the user.

As of now, early 2023, the platform is free, but all indicators point to a paid platform sooner or later. Furthermore, there are already many paid platforms with a working premise similar to ChatGPT, but none at scale.

I love what our friendChris Penn de Trust Insightsshared from the beginning about AI content. Take a look at the Youtube version of their newsletter below to better understand the technology behind the AI ​​content. Your half (about 7 minutes) example of how you used ChatGPT to take YOUR words and make them more grammatically correct and readable (vs. spoken) is a great way to consider using technology as well.

Second, take advantage of ChatGPT for the good it has the potential to do.

At Convince & Convert, we see it as a tool to support human work, NOT a substitute for any human work. Just as a baker can use an electronic mixer to mix ingredients, content creators can use ChatGPT as an acceleration tool.

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It certainly has the potential to reduce the amount of upfront work and ongoing skill sets for content creators of all types. For the marketing leader, this should enhance your content marketing team's skills, NOT replace them.

By using ChatGPT, essentially the first drafts of written content can be created on the platform and then tweaked and refined by the human content creator. Sure, it takes one person to start the platform in the first place, but the platform's ability to cull information from a massive database should cut down on the time it takes to get to the first draft of a blog post, eBook, or other piece of writing. and allow the human creator to add to that draft and apply more critical thinking skills.

How do you plan to leverage AI in your marketing?click to tweet

Other uses for greater efficiency could be simple ad headlines, short body text, test text blocks, and other smaller text needs that can be iterated through faster through ChatGPT.

This also has the potential to increase the role of content creator to a more strategic thinker. Content ideation and planning become even more critical roles for your team, but content creation- heliteral words on part of pagesit switches to editing and refining drafts and can be sped up by allowing the platform to do basic research and select a topic.

Writer's block, procrastination, and time to final draft can all be positively impacted when rapid planning and entry is the human focus from the start. Improving and editing are the skills on the other side of the ChatGPT output.

Particularly for regulated industries, human review will always be required for the business nuances, disclosure and details of a message.

One analogy our team uses is that the invention of e-mail did not extinguish the postal service. The volume and dependence on postmen has changed, but we still need them.

With ChatGPT (or anygenerative AI), it will still take a human to plan, request, and at least polish the platform output.

Every B2B CMO now needs a way of looking at AI (2)

Third, be aware of the potential dangers of using a tool like ChatGPT.

the brightAnn Handley shared in her newsletterabout ChatGPT that, “You write first drafts faster, but you can't short-circuit relationships."

We couldn't agree more, Ana. ChatGPT can never replace the human touch and understanding of the audience it serves.

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Likewise, you should never interfere with the quality of relationships with your co-workers or customers. Being transparent about how the copy was created and your team's relationship with that copy should remain at the forefront. As discussed above, a human still needs to plan, request, and enhance ChatGPT content. Use this as an opportunity to deepen your relationship with your audience, not hide it.

As Ann Handley says: "ChatGPT can never replace a human touch and understanding of the audience it serves." Thoughts?click to tweet

Specific legality issues such as copyright and ethical applications are still emerging. we already sawquestion about higher education institutionsthe use of it for admission essays. This is difficult as AI detection software is also being rolled out quickly.

Finally, it is not always correct. Yes, it's fast. Yes, it pulls information from all over the web, BUT is this information really correct? It is up to the user to verify the information and grammar as if they were extracting it in full and to think critically about the content they choose to post.

Our bottom line is and remains: humans first, always. Tools can be big improvements to the way we work, but they shouldn't override the relationships between them.

You may be interested in the Greatest Hits episode of the Social Pros Podcast covering AI in social media:

Relax, the AI ​​is not coming to your work.

I attended my first major in-person conference since 2020, and honestly, it was really nice to come back and feel some pre-Covid normalcy.

My re-entry was close to home here in Phoenix onB2B Marketing Exchangeat the end of February. If this conference is not on your list for 2024, be sure to add it to your strong consideration group as it attracts hundreds of top B2B marketers and the content is spot on. I've attended twice before COVID and attendees always say it's among the best conferences of the year.

Sessions delivered by C&C clients such as Uberflip, Terminus, SAP, Cisco ZoomInfo, Rollworks, Netline and Salesforce. The conference not only focuses on topical content for B2B marketers, but also on industry knowledge across technology, finance, healthcare, services and media.

What is your point of view for AI in marketing?click to tweet

Two areas were on the minds of attendees and dominated the session forums: Artificial Intelligence in Marketing and Account Based Marketing.

B2B marketer and author extraordinaire Pam Didner gave a keynote speech on AI and Jay Baer closed the show with his keynote address also on AI. In their own way, the two experts said, "Don't worry, the AI ​​isn't coming for your job."

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If you haven't heard enough, I'll say it out loud to those behind:AI cannot replace HUMAN interaction.

Yes, if used well, it can speed up your work as a marketer, allowing you to get to a first draft or iteration of written content in less time.BUT it takes a human being to PLAN. IMMEDIATE. POLISH any AI input and output.

For example, Pam reminded us of the following example. If you Google "dog or muffin image" you'll see something like this:

Every B2B CMO now needs a way of looking at AI (4)

The AI ​​was unable to detect exactly which images were real Chihuahua dogs and which were muffins. While it may take a few seconds and a second take, your human brain can detect which are buns and dogs.

But how can you relax if your organization (or your superiors) thinks AI can replace your staff's jobs?

Time to set your POV to AI.

Whether you're the VP of Marketing or moving up from a coordinator role, Pam provided some of the best career advice in her talk: Have a point of view.

This applies not just to AI, but to any business or marketing topic that intersects with your industry.

The question of how your department or function IS or COULD be using AI will come to mind if it hasn't already. In light of recent layoffs at MarTech and other industries, it's critical to be prepared for any RIF conversation.

You will benefit from learning about the topic and forming a simple point of view of how it can be useful for your organization.

Three things every CMO should do to form their AI point of view now:

1. Understand the fundamentals and mechanics of AI.

Look to thought leaders in the marketing space for their analysis and insights. Once again, Pam Didner, Christopher Penn and the team atMarketing AI InstituteThey are very good and balanced fonts.

Also, understand that AI in marketing is more than written words: this example ofCosmopolitan cover image as it slows down to 30 seconds for TikTok here, it took hours and hours of human planning, quick refinement, and discernment for the AI ​​to produce the final image.

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Every B2B CMO now needs a way of looking at AI (5)

For a quick summary,watch this 10 minute videoby Chris Penn. (And don't forget to subscribe to their newsletter).

Or watch this 45-minute talk to better understand how AI like ChatGPT is changing marketing:

2. Review your current tool stack and AI already in use

You probably already have AI tools working (even behind the scenes) in tools you or your team use every day. Examine your tool pile, especially the tools you use for social media planning and scheduling and any editorial planning or writing tools. Look for recent blog posts on these tools' websites, or ask their representatives (or even tech support) directly for information about the AI ​​functionality enabled or possible with their licenses, if not available.

This is a very tangible way to let your leadership know how AI is already part of your process and helping your team without replacing it. You may have the opportunity to show how your marketing operations are using AI long before the conversation becomes mainstream.

3. State your point of view in terms of the benefits and precautions of incorporating/increasing the use of AI in your marketing business practices today.

While you're well positioned to answer more AI questions in the steps above, craft a succinct point of view that you can effortlessly offer when the conversation comes to you. Whether on a call, in a meeting or impromptu with other members of the executive team.

Create a few sentences to express your understanding and application of AI in your business now and in the near future. Include 3-5 bullet points or examples of benefits in process, speed or efficiency that the tools already provide or can provide your organization. Include 2-3 bullet points of areas to watch or cautions for executives to consider. Emphasize the need for human interaction to plan the polish prompt for any AI-created content.

I'll end with a brilliant example of Jay Baer's closing speech. He again emphasized that AI is not about commercializing people's jobs. He said that “if a machine can create <writing> that evokes emotions more than a living human being, then humans are doing it wrong.

microphone drop.

Every B2B CMO now needs a way of looking at AI (6)


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