The impact of generative AI on B2B marketing
Generative AI may be much closer than we as marketing professionals like to think - automating marketing processes and even taking on 'creative' tasks that we perhaps think only well-paid humans can do. Is this creative destruction – or just destruction?
Here's the thing. I wanted to write a blog on the importance of brand in B2B, but I didn't have any time. So here's what I came up with in less than 60 seconds (to find out more, jump to the end):
In B2B marketing, a strong brand is crucial for attracting and retaining customers. A well-defined brand can help your business stand out in a crowded marketplace and establish trust and credibility with potential clients.
Having a strong brand also makes it easier to communicate the value of your products and services to potential customers. A clear and consistent brand message can help to differentiate your business from competitors and make it easier for potential clients to understand what sets your company apart.
Additionally, a strong brand can play a key role in building customer loyalty. Customers are more likely to continue doing business with a company that they trust and have a positive association with. By consistently delivering high-quality products and services and maintaining a professional and consistent brand image, you can encourage customer loyalty and repeat business.
In conclusion, a strong brand is essential for success in B2B marketing. It can help your business stand out in a crowded marketplace, establish trust and credibility, and build customer loyalty. Investing in your brand can pay off in the long run by helping to attract and retain valuable customers.
What's so impressive about this piece, I hear you ask? Its insights are neither original nor earth-shattering.
But, as I explained in the intro, I only had 60 seconds – and this piece only took me about 10 seconds to produce.
What on earth am I talking about? This is the power of generative AI which I think could be a hot topic in B2B marketing in 2023. I used a generative AI platform (in this case, ChatGPT) and asked it to write me a short blog on the importance of brand in B2B. I was actually pretty lazy, and didn't even type in this instruction – instead, I read it aloud to the algorithm.
ChatGPT also learns as more people use it. So the quality of its output will only improve.
Even if you think the algorithm's blog is a bit dull, think about it this way. In just a few seconds, I generated a first draft of a blog – and cut out that (to me) painful phase of staring at a blank screen, trying to get started and coming up with the first few sentences. I now have a competent draft that I could use as the platform to create something more original.
The implications of this sort of generative AI tool are vast. Many of us in marketing like to think we have uniquely human skills that a machine can never replicate. We are human, empathetic, witty, and so on.
I suspect we may have to start re-assessing how we do things in B2B marketing as we begin to leverage generative AI much more. What do you think?
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