How to Use ChatGPT in Your B2B Marketing Strategy

Wed May 10 2023

Generative AI tools at App Premo

Generative AI tools like chatGPT are being used by the marketing team at App Premo for various purposes such as email subject lines, building cadences and messaging.
Prompt snippets have been added to brand guidelines to create reusable building blocks for the rest of the organization.
ChatGPT is used to generate a framework for outbound cadences, call scripts, email messages, social touches etc. based on a general framework provided by the business development function.
The generated framework is then tested through AB testing and variations are made accordingly.
Training has been provided to ensure that the team is well-versed in leveraging chatGPT.

The team experimented with Chat GPT for fun and then moved to practical application.
They manage their business with objectives and key results, and the first quarter of the year had the team explicitly use Chat GPT to find value.
They have started implementing policies around usage, which is becoming more formalized.
Real-time sharing across the team of how it's being leveraged use cases, successes.
There were no external trainings or resources used; they self-educated by watching videos and aggregating all knowledge locally.
Early stage ideation for pretty much anything is a fantastic co-pilot. It can help generate ideas for outbound marketing, blogs, call scripts, etc.
It can produce a full content calendar on specific topics and fully tailor a message based on a persona in your ideal customer profile.
It has tremendous utility to take a message and tailor it specifically for who you're going after so that it resonates and hits on their specific pain points.

Chat GPT allows for message personalization and customization through API integration.
Pre-mow is used for digital asset management and workflow variations of copy are created within it.
Human touch is given to synthetic or machine-generated content that needs review.
Prompt overlays in Chat GPT provide predefined prompt management for various use cases, scenarios, and personas.
Prompt snippets include body copy, tech, product descriptions, target individuals, specific tone, etc. as per brand guidelines.
Chet GPT helps with modular content strategy by keeping translated body copy within a certain number of characters.
Translation into 50 languages is possible with Chat GPT prompts.

Experimentation is key when using chat GPT or another generative AI platform.
Leaders should give permission to experiment and have discussions across teams as this technology changes roles and frees up time for more human-like tasks such as strategy and creativity.
One mistake made early on was not keeping the AI on track by constantly bringing it back to the goal.
Integration into existing platforms is an exciting area for chat GPT use, allowing for augmentation and aid of existing capabilities.
The idea of being able to train on a single tenant is also exciting, allowing for private training environments.

AI platform offers single tenant training of a learning model
Other generative AI platforms include Mid Journey and Dolly
Multi-modal generative AI platforms are also interesting
Generative AI will lead to programmatic content generation and management
Content storage costs will be managed programmatically as well
Confronting issues early is important for B2B marketers to avoid bigger problems later