The Revenue Marketing Report
Incorporating AI into B2B Workflows
Apr 3, 2024
Eric Westerkamp, CEO at CaliberMind, discusses incorporating AI into B2B workflows with host Camela Thompson. They explore using AI to analyze unstructured marketing data, extract insights from call recordings, and the role of standard machine learning algorithms in marketing.
16:05
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Quick takeaways
- Generative AI excels at summarizing data but struggles with analytics, highlighting its valuable use cases.
- Traditional machine learning algorithms, alongside generative AI, offer marketers valuable insights for better decision-making.
Deep dives
Exploring Generative AI at Calibramind
Calibramind delved into generative AI to analyze its potential, focusing on summarizing data and running analytics. They discovered a significant gap in performance between the two tasks. While it struggled with analytics, generative AI excelled at summarizing data. Through internal hackathons, they uncovered valuable use cases for generative AI, such as summarizing SQL configuration data and enhancing understanding of buyer journeys.
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