The advent of AI is not just an incremental change; it's a paradigm shift that promises to redefine the rules of content engagement. Drawing from insights into the accelerating influence of AI on marketing, this post unpacks four ways that CMOs can leverage generative AI to drive success for their teams.

‍The Platform Shift to AI: Embrace Early Adoption

First and foremost, recognizing AI as a fundamental platform shift is crucial. The era of digital marketing was a blend of Art and Science. With AI stepping into the equation, it evolves into a triad: Art, Science, and AI Tools. The adoption of cutting-edge AI tools is no longer optional but a competitive necessity. Early adopters who experiment and integrate AI intelligently will gain an unparalleled advantage, steamrolling those who lag. For B2B marketing teams, this means leveraging generative AI tools to craft tailored and engaging content, thereby setting a benchmark in efficiency and creativity.

Content Creation: The Mark of Originality

AI underpins the truth that content reigns supreme. Yet, the difference lies in execution. Where most may succumb to the allure of ease, using AI for mere copy and paste, the real winners will be the original thinkers. They will harness generative AI as a foundation to elevate their content across multiple formats — be it text, audio, or video. Adding unique insights, humor, and entertainment, these marketers will enhance the building blocks provided by AI, creating content that resonates deeply with their audience.

Customer-Centricity: The Nuanced Edge

In a world augmented by AI, talking to customers and understanding their nuances becomes more valuable than ever. Data-driven customer experiences may become the norm, but true differentiation lies in the details — the little nuggets of gold gleaned from real customer interactions. B2B marketing teams can use generative AI to process data, but personalized, nuanced content based on direct customer feedback will stand out, creating more genuine and meaningful engagements.

Owning the Customer Journey: Automation Meets Personalization

AI breaks down the barriers, integrating marketing more closely with revenue generation. In this new landscape, marketers are increasingly responsible for the entire customer journey, often with minimal human intervention. This is where generative AI shines, offering tools for both automation and personalization at scale. Successful B2B marketers will skillfully navigate this domain, crafting automated yet personalized customer experiences that not only captivate but also convert.

Winning With AI

Generative AI holds massive potential for those ready to embrace it. Whether it's adopting AI tools early, creating original and engaging content, focusing on nuanced customer-centric strategies, or mastering the art of personalized automation, the roadmap for B2B marketing success is clear. The future belongs to those who are not only willing to adapt but are eager to lead the way in this new era of marketing.

Credit: this post contains ideas from CMO Kieran Flanagan published in his public LinkedIn content