The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#136: AI | How To Use AI In B2B Marketing (with Jessica Hreha)

Apr 29, 2024

Jessica Hreha, Head of Marketing AI Strategy & Transformation at Jasper, discusses AI in B2B Marketing. Topics include AI guidelines and ethical adoption, time savings, content production customization, decision-making potential, challenges of implementing AI, and enhancing marketing efficiency through AI.

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ADVICE

Responsible AI Adoption

Create AI guidelines with ethical considerations.
Implement broad-based AI literacy training alongside tool training.

ANECDOTE

Skeptics Turned Advocates

At VMware, some writers initially resisted AI adoption.
However, after using the tools, they found they could refine their writing further.

INSIGHT

Downstream Impact of AI

Time savings from AI can unlock higher-value tasks.
Consider the downstream impact, like increased conversions from content verticalization.

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Dave is joined by Jessica Hreha. Jessica is the Head of Marketing AI Strategy & Transformation at Jasper. Previously, she was the Head of Global Integrated Campaigns & Content Strategy and Founder of VMware Marketing AI Council at VMware. They discuss everything AI in B2B Marketing, such as

How to use AI to ideate and refine your creation process
Use cases for AI beyond copywriting
Why you need dedicated in-house AI champions
What Jasper is doing to improve customer engagement with AI

Timestamps

(00:00) - - AI Guidelines and Ethical Adoption
(06:53) - - Confronting Resistance to AI in Content Creation
(09:11) - - Time and productivity savings
(12:42) - - Content Production 101: Outlining and Customization
(17:47) - - Unlocking Decision-Making Potential with AI
(20:04) - - Measuring Productivity and Savings
(27:55) - - Transitioning Careers: From Content Marketing to AI Program Direction
(31:06) - - Challenges of Implementing AI in Organizations
(34:00) - - Standardizing and structuring delivery plans
(37:33) - - Broadening the Role of AI in Marketing Operations
(39:44) - - Enhancing Marketing Efficiency Through AI
(42:13) - - Exploring AI's Role in Negotiation
(45:41) - - Closing Remarks and Invitation for Future Collaboration

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