In the fast-evolving landscape of SaaS and B2B marketing, staying ahead of the curve is not just an advantage; it's a necessity. One groundbreaking technology that's reshaping the game is Generative AI, often referred to as Gen AI. This isn't just another tech buzzword—it's a transformative tool capable of revolutionizing your marketing strategies.

“AI is here to stay,” shares fractional CMO and B2B marketing strategist Neha Goel in a recent Wizly webinar How to Supercharge Your Marketing Team with AI. “Whether it's crafting compelling copy, generating visuals, or even aiding in analytics, the applications of GenAI are boundless.”

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Research estimates that GenAI can save marketers 5 hours weekly, suggesting promising productivity dividends for your team. Think of it as the creative powerhouse that can elevate your marketing team's efficiency and effectiveness.

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How AI will shape marketing in 2024: Trends to watch

In 2024, AI will irrefutably become increasingly crucial for gaining a competitive edge in marketing. According to Neha, it is no longer an occasional ad-hoc tool but an integral part of marketing strategy, execution, and analysis.
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Here are her biggest predictions on how genAI will shape marketing in 2024:
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1. Video evolution: While video remains a weakness in most genAI tools, Neha predicts that 2024 is poised to witness major advancements in AI-driven video content and enhanced strategic reasoning capabilities.
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2. Reorienting SEO strategies: As GenAI reshapes search behaviour, Neha believes that traditional SEO will diminish in effectiveness, leading to a new focus on AI Optimization (AIO). Marketers are shifting from fearing AI content generation to leveraging it for competitive gains. “AI-generated content is not something to fear, but rather, a tool to leverage when it comes to search,” she shares.
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3. Language learning models (LLMs): The rapid growth of LLMs is surpassing current limitations and redefining creative possibilities. However, while full automation brings triumphs, it also presents pitfalls that require careful implementation
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How to identify areas in your marketing workflow where AI can add value

The first step to supercharging your marketing team is to identify the areas where AI can seamlessly integrate into your workflow.

“Start by exploring your current processes, recognizing repetitive tasks, and evaluating content creation needs,” Neha recommends. “From there, move on to piloting AI solutions in these areas to test their impact.”‍

Understand Your Goals. Firstly, take time to understand your marketing goals. Are you looking to enhance customer engagement, streamline content creation, or optimise advertising campaigns? Clearly defining your objectives will guide you in choosing the right AI tools to meet your specific needs.
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“For instance, if your goal is to improve customer interaction and support, ChatGPT can be a game-changer,” Neha shares. “Its natural language processing capabilities enable it to understand and respond to customer queries conversationally, providing a personalised and efficient experience.”
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Identifying Areas for AI Integration. Once you've established your goals, identify areas within your workflow where AI can add the most value. Common applications include content creation, social media management, data analysis, and customer engagement.
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Let's delve into some examples and strategies for incorporating AI into these key areas.

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Interesting Use Cases of GenAI (Beyond Writing that Blog Post)

In the realm of B2B or SaaS marketing, potential applications are vast. From customer onboarding to lead nurturing, Gen AI can be a game-changer. While content generation is a common application of Gen AI, let's explore some fascinating real-life use cases that go beyond the usual suspects:
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Category creation. Imagine throwing your team's brainstormed names for hypothetical platforms at ChatGPT and having it define them. The model attempts to conjure up credible responses, offering insights into what these imaginative titles might signify, providing a unique perspective on your potential brand identities.
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Sales enablement. Another compelling use case involves sales enablement. By uploading support and knowledge base documents, complete with the ideal responses to common queries, ChatGPT becomes a powerful tool for instant, consistent customer interactions. Picture seamlessly integrating it into your workflow for quick responses to technical questions, enhancing the efficiency and effectiveness of your sales team's communication.
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Win-loss analysis in cold emailing. In the world of cold emailing, generative AI proves its mettle in win-loss analysis. Scrutinising successful and unsuccessful campaigns, it can dissect patterns in subject lines, email content, and send times that impact open and response rates. This targeted analysis unveils valuable insights into customer preferences and behaviours, paving the way for more strategic and personalised email outreach strategies in the future.
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ABM personalisation. For Account-Based Marketing (ABM) strategies, ChatGPT emerges as a game-changer in personalization. It leverages interaction and engagement data from key accounts, delving deep into the nuances of each business relationship. With this knowledge in hand, ChatGPT can generate tailor-made email content, crafting personalised subject lines and body text that address specific business needs, challenges, or interests unique to each account.

How to Use AI to Hit Your Team’s Marketing Goals Faster

Great - you’re now clear on how to incorporate genAI’s prowess in your marketing workflows! Now, let's get practical about using AI to propel your marketing team towards its goals:

a. Data-driven decision making: One of genAI’s strengths is its ability to efficiently analyse vast datasets and extract actionable insights. This not only enhances your strategic decision-making process but also allows for more targeted and effective marketing campaigns.
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b. A/B Testing optimisation. AI algorithms can analyse A/B testing data to quickly identify patterns and optimise your marketing copy for maximum conversion.
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c. Automate routine tasks: Free up your team's time by automating routine tasks such as social media scheduling, data entry, and even basic customer interactions. This allows your team to focus on high-impact, strategic activities.
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d. Monitor and Refine: Regularly monitor the performance of AI tools and gather feedback from your team. Use this information to refine your AI strategy and ensure continuous improvement.

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Beyond ChatGPT: Exploring Other AI Marketing Tools

While ChatGPT is a powerful tool, it's not the only AI solution available for marketing teams. Explore other tools like IBM Watson, Google's TensorFlow, and OpenAI's GPT models to find the ones that align with your specific requirements. Each tool brings unique capabilities to the table, from advanced analytics to image recognition and sentiment analysis.

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Here’s a brief overview on some of the most adopted platforms:

• IBM Watson: IBM Watson is an AI platform that provides a range of services, including natural language processing (NLP), machine learning, and predictive analytics. It is commonly used for tasks such as language translation, virtual assistants, and data analysis.
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• Google's TensorFlow: TensorFlow is an open-source machine learning framework developed by Google. It is widely used for building and training neural network models, including deep learning models, for various tasks such as image recognition, natural language processing, and predictive analytics.
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• OpenAI's GPT models: OpenAI's Generative Pre-trained Transformer (GPT) models are advanced language models designed for natural language understanding and generation tasks. These models, including GPT-3, are used for applications such as text generation, language translation, and chatbots, among others.
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In summary, AI is here to stay

The integration of Generative AI into your SaaS marketing team is not just a futuristic concept—it's a present reality. By identifying key areas for AI implementation, exploring real-life use cases, and strategically aligning AI applications with your team's goals, you're not only supercharging your marketing efforts but also future-proofing your SaaS brand in an ever-evolving landscape.

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Learn how to supercharge your marketing team’s efficiency and impact with Gen AI. Book a 60-minute 1:1 advisory call with Neha to learn more.