#115: AI | Betting on AI in B2B Marketing (with Paul Roetzer, Founder, Marketing AI Institute)
B2B Marketing with Dave Gerhardt
Building an Audience and the Three Pillars of Business
They discuss the importance of having an audience before selling memberships or courses and how they started the Marketing Institute as a blog to build an audience. They also talk about the three pillars of their business model: media, events, and education.
Paul Roetzer is a marketing AI expert and educator with 20+ years of experience in the marketing industry. He is the founder and CEO of Marketing AI Institute, a media, event, and online education company that makes AI accessible, approachable, and actionable for marketers and business leaders. He is also the co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business, a book that explores the impact and opportunities of AI on marketing.
Paul shares his journey from building a successful marketing agency (PR 20/20) and being an early adopter of inbound marketing as HubSpot's first official partner to now today building the Marketing AI institute. Paul talks about why he's bullish on AI for B2B marketers and shares examples of how AI has streamlined tasks for his podcast, from scripting to content distribution.
Check out the Marketing AI Institute's "AI for B2B Marketers Summit" coming in June.
The conversation covers practical applications of AI in marketing, strategies for using AI tools effectively, and the broader implications of AI in the business world.
00:00 - Introduction: Guest Introduction and Episode Overview
01:30 - Paul Roetzer's Early Ventures into Information Products
03:00 - Success with the Agency Academy and Course Series
05:00 - Inventing a Point Pricing Model for Service Companies
07:00 - The Decision Against Building a SaaS Product
09:00 - The Importance of Building an Audience for Memberships/Courses
12:00 - Paul's Journey into the World of AI
15:00 - Establishing the Marketing AI Institute: Media, Events, and Education
18:00 - Explosive Growth of the AI Introductory Class
21:00 - The Emergence of ChaTGPT and Its Impact on AI in Marketing
25:00 - Challenges Before AI Breakthroughs in Language and Image Generation
28:00 - The Evolution of Paul Roetzer's Career and Focus on AI Literacy
32:00 - Transitioning from Service Business to Content Membership Model
35:00 - The Launch and Unexpected Success of the Podcast
38:00 - Implementing AI in Podcast Content Strategy and Creation
41:00 - The Significance of AI in Today's Marketing Landscape
44:00 - How Enterprises Are Adapting to AI Tools
47:00 - Practical Applications of AI in Marketing and Content Maximization
50:00 - The "Smart Intern" Approach to Using AI Creatively
53:00 - Paul Roetzer’s Tips for Utilizing AI Language Models Like GPT-4
56:00 - Discussing the Future of AI in Marketing and Business Operations
58:00 - Conclusion: Final Thoughts and Upcoming AI Events
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