B2BMX Speaker Spotlight: Pam Didner on Artificial Intelligence Impact on B2B Marketing

Where do B2B Marketers go for up to date information, great networking and insights on what’s working in B2B Marketing? B2BMX is definitely on the list of events where business marketing professionals find what they need to succeed in the dynamic and fast changing world of B2B marketing.

To give TopRank’s B2B Marketing Blog community a preview of the expertise to be found at the B2B Marketing Exchange marketing conference, today’s post features an interview with my longtime friend and B2B Marketing/Sales champion, Pam Didner.

Pam worked at Intel for over 14 years before elevating her career to become an international keynote speaker, workshop leader, adjunct professor, author of multiple B2B marketing books and one of the most influential people on the topic of B2B marketing. She’s also VP of Marketing at Relentless Pursuit.

At B2BMX, Pam is giving a keynote presentation about the impact of Artificial Intelligence on efficiency and creativity for B2B marketing. The official presentation title is: Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To Creativity.

With B2BMX just around the corner (February 27 – March 1st) and very few tickets remaining, Pam took time out from a family trip to Asia to chat with me about AI implications for B2B – a very hot topic for marketers right now.

Before all the buzz about ChatGPT, AI has played a role in B2B marketing for some time. What are some of the most impactful applications for B2B marketing you’ve seen from generative AI?

Pam: The most popular applications that I’ve seen tend to be the AI assisted writing platforms such as ChatGPT and other writing platforms. You can actually open the platform and you can brief artificial intelligence to write based on how you brief them. A lot of content marketers and even companies are using that, and a majority of them are using it pretty correctly to write a piece content.

But a lot of people are treating that as a first draft. And that’s what the machine is thinking based on gathering information from multiple different sources. That’s not your point of view, and doesn’t reflect your expertise. The AI also doesn’t know your products. So use that as a first draft, as a starting point. Then you add additional colors to it. Add your point of view and your style, your branding guidelines. Then you can create content that makes a lot of sense. So the ones I have seen as the most popular tend to be writing assistant platforms.

There are many applications for AI in marketing but few have had as much attention recently as with content creation. Do you think generative AI has the ability to create something entirely “new” and original?

Pam: So, let’s talk about that for a couple of minutes. Currently the artificial intelligence that we are using is called weak AI. Basically, they can do a specific task …read more

Source:: Top Rank Blog