Generative Marketing

What is Generative Marketing?

Generative Marketing leverages machine learning to continuously create, test and optimize personalized content at scale. By generating content that resonates with customers on a personal level it increases conversion rates.

If you’re responsible for marketing, demand generation, content, sales enablement, or paid digital, Generative Marketing can help you get the right message, in front of the right people, on the right channel, at the right time to boost engagement and conversion. The types of content that can be created through Generative Marketing include emails, landing pages, social media posts, ads, blog posts, case studies, whitepapers, 1-pagers, sales enablement content, presentations, and ebooks.

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Key Takeaways

Generative Marketing enables marketing teams to create personalized content at scale 
Generative Marketing focuses on granular audience segmentation and hyper-personalization 
AI technology is a critical component to achieving both personalization and scale 
Marketers who adopt Generative Marketing see improved conversion throughout the entire funnel 
When creating content, Generative Marketing technology uses first and third party data to generate, measure, and create a feedback optimization loop

How Will Generative Marketing Impact Marketing?

Marketing teams that are looking to scale their campaigns while still providing personalized experiences for each customer should consider investing in Generative Marketing platforms. These platforms use proprietary machine learning models to understand target customers and create personalized marketing assets at scale. By leveraging data, Generative Marketing enables marketers to see what type of messaging and imagery resonates with each of their segments on each channel, and then continue to iterate and optimize to improve conversion.

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Marketing teams are always bandwidth constrained and being asked for more than they can deliver. Today, content is the start of every marketing campaign yet it is till being created manually using internal resources or external agencies to write the copy and generate the design. This means that scaling these efforts requires a significant investment in humans and time which is both expensive and unscalable. Generative Marketing gives marketers superpowers to do more with less, scale their efforts, personalize content and campaigns, and repurpose content across channels and formats.

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Teams who fail to adopt Generative Marketing will struggle to gain awareness, attention, and ultimately convert leads as more and more content becomes hyper-personalized and therefore more relevant to the audience that they target. Marketing orgs who continue to rely solely on human labor will not be able to compete with competitors who scale their campaigns and tailor their content and messaging to individual prospects, customers, and users.

How do companies use Generative Marketing platforms?

Marketing is a complex cross-function discipline that is responsible for juggling many programs across multiple channels at any given time. Plus, content gets stale after only a few days or weeks so you’re constantly needing to refresh copy and creative. Historically, marketing teams have relied on humans to manually create content that will fuel their campaigns which results in bandwidth constraints, reliance on expensive agencies, and inability to scale. They’re forced to rely on generic messaging and mass distribution to reach a broad audience.   

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Here’s how Generative Marketing helps accelerate each stage of the funnel:

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‍Attract - In a world with an abundance of information, it’s hard for marketers to get the attention of prospects, especially when they’ve never heard of your company. Generative Marketing enables you to customize the message and creative to each individual, making it more relevant and easier to grab their attention and build awareness. 
Educate - Prospects want to know how your solution will help solve their unique pain points. Providing personalized materials like email nurture campaigns, case studies, guides, and ebooks educates your audience faster and moves them through the funnel. 
Engage - When buyers are evaluating solutions, helping them understand the relevance and ROI for their specific industry, company, and use case will engage leads and accelerate momentum in the sales process. 
Convert - Equipping your sales team with extremely relevant content for each of their accounts and personas in the buying process will help them close more deals in a shorter amount of time. Plus, you’ll have an eternally grateful sales team ;-)

Who Uses Generative Marketing?

Generative Marketing can supercharge workflows across the entire GTM stack:

If you’re a content marketer: You can generate exponentially more content across all channels, scaling your marketing output. Whether you need to write a short social post, copy for ads, or a long-form blog post, Generative AI makes that a breeze. 
If you’re a demand gen lead: You’ll drive more MQLs by creating hyper-personalized campaigns that will resonate with prospects and convert at a higher rate. 
If you manage paid digital: You can create customized landing pages for every keyword you target providing a unified and consistent experience for each lead. 
If you handle social: You’ll be able to generate a bunch of variations of any post to ensure you’re publishing on a frequent cadence without wearing your audience out with the same message. 
If you do sales enablement: You’re able to finally deliver on all of the requests your sales team comes to you with for personalized content to use in outbound campaigns, with mid/late funnel accounts, events and more. 
If you’re an SDR: You can personalize all of your touchpoints, first call decks, and follow up collateral to each individual lead and account and drive increased opportunity creation. 
If you’re on the sales team: You can tailor each email, meeting, and follow up to your prospect or account, leading to higher engagement, closed deals, and revenue. 
If you’re a customer success rep: You can provide personalized training, onboarding, support, and troubleshooting materials to each of your accounts. You can also produce custom content related to upsell/cross-sell opportunities or new products and features.

What can Go-To-Market teams achieve with Generative Marketing?

Better performing content and campaigns - It’s no secret that personalized content performs better. Prospects want to know that you understand their unique needs and pain points related to role, industry, company, and time. Leveraging Generative Marketing, teams are able to tailor each message to each individual resulting in high performing content. 
Increased TOFU, MOFU, and BOFU conversion - There’s a reason we call it a sales funnel. Marketing needs to fill the top with as many qualified leads as possible since there is significant dropoff at each stage. By creating consistent and customized experiences for leads throughout the entire funnel, you can reduce dropoff and create a better converting funnel. 
Scale marketing efforts - Companies have already done the hard work of nailing their brand and messaging. You can now scale your existing efforts to each of your target segments by generating unlimited on-brand variations of content like emails, landing pages, sales collateral, and more. 
Repurpose content - Oftentimes, you might invest in one large effort like an ebook, whitepaper, landing page or microsite. Instead of manually reinventing the wheel for every need, Generative Marketing enables you to repurpose that content into other formats like blog posts, sales decks, social media posts or emails.

How do Generative Marketing platforms work?

How do Generative Marketing platforms differ from traditional content creation? Generative Marketing platforms use machine learning algorithms to create personalized content for each prospect or user, whereas traditional content creation relies on humans to manually create generic content that will serve a broad audience. Generative Marketing allows marketers to create granular audience segmentation which can be based off title/role, industry, company, stage of funnel, or keyword and deliver hyper-personalized content based on their unique criteria. 
How does Generative Marketing use proprietary AI? Generative Marketing products typically leverage the most cutting-edge LLMs (large language models) like OpenAI’s GPT-4 or Stable Diffusion and build proprietary AI algorithms on top that are used to customize the outputs to your brand. This ensures that the content they generate will inherit your branding and unique messaging. 
How does Generative Marketing increase conversion? By leveraging data and tracking every piece of content from one central place, Generative Marketing enables marketers to see what type of messaging and imagery resonates with each granular segment across multiple channels, and then continue to iterate and optimize to improve conversion.

What can you do with Generative Marketing?

Generative Marketing is helpful in many use cases:

Landing pages for named accounts
Personalized marketing email campaigns
Industry specific content
Landing pages for longtail SEO keywords
Custom sales enablement content
Personalized event follow up
Unified paid digital campaigns
Creating Us vs. Competition pages
Building hyper-personalized webinar campaigns
1-pagers for each persona across each target industry
Scaled landing pages for paid digital campaignse
Books and whitepapers personalized by segment

When should my company invest in Generative Marketing?

Your company should invest in Generative Marketing if you are looking to scale your campaigns while still providing personalized experiences for each customer. If your marketing team is struggling with bandwidth constraints and inability to scale, Generative Marketing platforms can help create personalized marketing assets at scale. Generative Marketing is especially useful for companies with large, diverse customer bases that can benefit from granular audience segmentation and hyper-personalization.

If you’re an early startup - Generative Marketing helps you do more with less!
Stop paying for expensive agencies
Scale marketing outputs without adding headcount
Discover your top performing personas, industries, and channels
If you’re a growth-stage company - scale your GTM efforts and increase top-of-funnel.
Generate more MQLs with hyper-personalized campaigns
Double down on channels that are working
Increase your conversion through the funnel
If you’re a larger enterprise - personalize across the matrix of persona, product, and account.
Enable next-level marketing sophistication by personalizing across multiple vectors
Provide your sales team with personalized assets to convert named accounts
Grow revenue via content that resonates with each individual in a buying cycle

How do I choose the right Generative Marketing Platform?

When evaluating Generative Marketing solutions, it’s important to start with your goals and KPIs. Make sure that you are aligning product functionality with the tools in your stack, the channels that you current leverage, and the quality of the outputs from both a text and imagery perspective. Some questions you should be asking are:

Are the outputs on-brand and on-message? It is critical for a Generative Marketing platform to produce outputs that look and sound like your brand.
Does this product work well with my existing marketing stack? We all know the marketing stack is fragmented but you’ve made investments in your current tooling so ensure you can leverage that and not have to do a bunch of integration work.
Will this product work across the channels I use? If you use email, LinkedIn, Google, Facebook, run webinars, and host assets like ebooks, case studies, and whitepapers on your site, make sure the platform can handle all of these assets so you don’t get stuck needing 4 different tools.
How does this product help me achieve my KPIs? If you are focused in increasing MQLs, conversion, and revenue, check to see whether this product is aligned with those goals and providing you the data, insights, and tools to achieve them.
Does this product have the ability to generate both text and creative? Content is the core component for all marketing campaigns and is a combination of both text and imagery. When personalizing content, you want to ensure that it can handle both of those components.

How should I approach implementing a Generative Marketing strategy?

First and foremost, it’s important to focus on your marketing goals and identify the ways that a Generative Marketing platform can help supercharge your team’s workflows.

Once you’ve selected a product you’ll want to collect (or document if you’re an earlier-stage company) information about your company’s branding, messaging, and audience segmentation. This will be used to ensure that the AI models can generate outputs that are on-brand and on-message.
Next, you’ll want to identify which campaigns and pieces of content you want to personalize. Focus initially on your highest performing channels and segments to optimize even further and accelerate conversion.
Work with your sales team to determine which accounts and what assets they want to help generate pipeline and close deals.
Start generating hyper-personalized content an executing omnichannel campaigns using this content.
Leverage analytics and insights to continually iterate, test, and optimize your personalized content across your segments and channels.

What makes Tofu’s Generative Marketing solution different?

Tofu's Generative Marketing solution is focused on hyper-personalized, omnichannel marketing at scale for B2B marketers.
Tofu automatically ingests and updates information about your company's brand, messaging, personas, and target industries/accounts to repeatedly use your Playbook to scale marketing efforts and generate hyper-personalized marketing campaigns that convert.
Tofu leverages your Playbook to generate on-brand personalized content across channels (e.g. email, web, LinkedIn, Google, Meta) and formats ranging from landing pages and email to PDFs (whitepapers, case studies, 1-pagers, sales enablement content, ebooks) and ads.
Tofu's solution is easy to use and integrates with your existing marketing technology to optimize campaigns and improve conversion throughout the entire funnel.
Tofu provides proactive insights and recommendations to continuously iterate, test, and optimize content to increase conversion and revenue.
Tofu enables marketing teams to control the branding and messaging while allowing their internal sales to generate the personalized content they need to win deals.

What is Generative Marketing and Will it Change Your GTM?

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