B2B Marketing with AI 101: Practical Steps to Get Started

Written by Jason Talbot

There is so much noise around Artificial intelligence (AI), it can be hard to know where the BS starts and stops. We’ve had some success and failures on our AI journey and for those of you looking to start yours, here are some basic tips.

Know Your Goals:

Start by defining your marketing goals. Do you want to personalise email campaigns, improve lead scoring, or optimise ad spend? Matching your goals to specific AI tools ensures you get the most out of them.

Audit Your Marketing Stack:

Identify existing marketing tools you use. Look for areas where AI integration can enhance their functionality – improve your CRM with AI-powered lead scoring.

Explore AI Tools:

There's a wealth of AI marketing tools available (see list below). Explore options for chatbots, content creation, social media management, and marketing analytics. Many offer free trials, so you can test before you invest.

Start Small, Scale Smart:

Don't try to overhaul everything at once. Begin with a single, well-defined task, like automating email personalisation or using AI for basic ad targeting. As you gain experience and see results, you can expand your AI usage.

Focus on the Human Touch:

AI shouldn't replace human creativity. Use it to automate repetitive tasks and gain data insights, but don't neglect the human element in crafting your messaging and building relationships with your audience.

AI is a tool, and like any tool, its effectiveness depends on how you wield it. The key is to get started, experiment, and learn what works best for you. In the meantime, here’s a list to get you started:

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