Marketing thought leader Jon Miller regularly talks about how the traditional B2B go-to-market playbook is no longer effective in today's evolving landscape. The traditional "relay race" approach, which relies heavily on SDR teams and linear marketing-to-sales handoffs, is failing to generate sufficient pipeline and leading to high CMO turnover rates.
To succeed today, CMO thought leaders like Miller are arguing that B2B marketers must instead embrace a new playbook that leverages the power of AI-driven tools to personalize content at scale, automate processes, and drive measurable results. Here’s how he thinks it can be done.
Email remains a critical channel for B2B marketers, but the old approach of generic, sales-focused pitches is no longer effective. To engage today's buyers, marketers must shift to AI-driven, personalized emails that focus on education and value. AI-powered content generation capabilities can help by automatically creating personalized email content at scale tailored to specific personas, industries, and accounts, ensuring that your messaging resonates with each individual recipient.
AI-powered tools can help B2B marketers automate key processes, from content creation to lead nurturing, enabling a single operator to outperform traditional SDR teams by 10X. By leveraging AI capabilities to generate personalized content at scale, marketers can focus on high-value activities like strategy and relationship-building, while still delivering the tailored experiences that today's buyers demand.
For the 95% of your target audience that isn't actively in-market, building brand awareness and emotional connections is essential. AI-powered content tools can help by enabling marketers to quickly and easily create compelling, branded content across multiple formats, from ebooks to landing pages, ensuring that your brand remains top-of-mind and emotionally resonant with your target audience, no matter how diverse.
To succeed in the new B2B landscape, marketers must build their own audiences and communities with content so engaging that people will actively subscribe. AI-powered content generation capabilities can help by enabling marketers to quickly create high-quality, personalized content that resonates with their target audiences, driving engagement and building lasting relationships.
As B2B buyers increasingly prefer online, self-service purchasing, marketers must adapt by providing informative, educational content that empowers buyers to make informed decisions. AI tools like Tofu can help by automatically generating personalized content assets, from product guides to case studies, that enable buyers to self-educate and move through the purchasing process at their own pace.
Traditional marketing automation platforms were built for the old B2B playbook, but succeeding in the new landscape requires AI-powered tools. By leveraging AI’s content generation and personalization capabilities, marketers can create tailored experiences at scale, automate key processes, and drive measurable results, all while freeing up time and resources to focus on strategy and relationship-building.
As other channels see diminishing ROI, Webinars present a strong opportunity for lead gen, offering a unique combination of engagement, scalability, and content repurposing potential.
Generative AI is transforming B2B event follow-up by enabling the creation of personalized follow-up and derivative content at scale.
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Read how AI-powered tools are simplifying the white paper creation process, facilitating personalized content at scale, and optimizing distribution strategies to help B2B marketers establish thought leadership and drive lead generation.
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Discover how AI tools are shifting B2B content marketing, helping marketers cut through the noise and create engaging, personalized content that drives results.
AI-powered tools are changing Account-Based Marketing (ABM) by enabling B2B companies to scale personalized content and expand their reach to a larger number of high-value accounts. As demonstrated by success stories of Vividly and Wunderkind, leveraging generative AI for ABM leads to enhanced engagement rates, higher conversion rates, and improved marketing effectiveness, pointing towards a future where AI will play a crucial role in transforming ABM strategies.
Generative AI tools are streamlining B2B marketing workflows, enabling marketers to automate routine tasks, personalize content at scale, and reallocate resources towards strategic initiatives. Here's how.
Through repurposing existing assets, personalizing content at scale, and driving continuous innovation, B2B marketers can overcome content stagnation and keep their content libraries fresh and engaging.