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The AI Advantage: 3 Predictions From Marketing Leaders For 2024

Stewart Hillhouse
Posted by Stewart Hillhouse|Published on February 26, 2024

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Incorporating AI into your current workflow is a challenge. Not only do you need to learn a brand new skillset, but you also need to change the workflow that took you a while to develop and master.

We asked CMOs, CEOs, and marketing leaders to share how their companies are using artificial intelligence to improve their go-to-market and revenue functions. Here are their suggestions for making use of AI in your company.

Autodesk Uses AI-Driven Personalization Across The Customer Lifecycle

Dara Treseder, the visionary CMO at Autodesk, highlights the role of AI in helping your company’s website drive ‌more top-line revenue for the business. “We have integrated AI into our website already to help drive a more streamlined customer journey.” Said Treseder. "AI is going to be pivotal in helping Autodesk scale our efforts and ensure that our go-to-market engine expands its efforts on the highest impact work."

Autodesk invests heavily in its brand, but recognizes that brand awareness alone is not enough. Customers need to understand how Autodesk's products can solve their specific challenges. To address this, Autodesk presents educational content tailored to the visitor’s industry and role. Using Mutiny’s AI, Autodesk has increased their conversion rate by 25% across the customer journey thanks to timely, and relevant messaging, powered by AI. 

Using AI To Accelerate Your Marketing Advantages

Emily Kramer and Kathleen Estreich are no strangers to designing and building efficient go-to-market engines for B2B startups as co-founders of MKT1. And now that AI can help marketers achieve more with limited resources, they believe that there’s a real opportunity to use AI to accelerate your marketing advantages. 

They believe that building a high-impact marketing strategy revolves around understanding your audience, leveraging your go-to-market motion, and capitalizing on marketing advantages. There are three categories of marketing advantages:

 1 – Product-based Marketing Advantages

  • Built-in Virality: Does your product have features or functionalities that encourage users to share it with others?

  • Network Effects: Does each user add incremental value to the product, creating a positive feedback loop?

  • Self-Serve Motion: Is your product designed for easy adoption and usage without a heavy reliance on sales interactions?

AI Tools To Help: Tools like Arcade, ByWord, and Loom can help you in creating engaging product demos, walkthroughs, and video content. These tools use AI to streamline content creation processes, saving you time and effort.

2 – Ecosystem Marketing Advantages

  • Partner Collaborations: How can you leverage partnerships, integrations, consultants, or other service providers to extend your reach and tap into new audiences?

  • Trend or Regulation-based Opportunities: Are there changes or trends in your industry that you can capitalize on to gain a competitive advantage?

AI Tools To Help: Whalesync, Glimpse, and Riverside are valuable tools for creating personalized landing pages, conducting market research, and producing professional videos or podcasts. These AI-powered tools facilitate efficient collaboration and content distribution within your ecosystem.

3 – Brand Story Marketing Advantages

  • Founder Influence: Does your founder have a well-established personal brand or thought leadership in your industry?

  • Niche and New Space: Does your company operate in an unexplored niche or deliver a novel approach that attracts attention?

AI Tools To Help: Descript, Wonder, and Bubble can aid in generating content and creating no-code tools or resources. Applying AI to enhance content creation and distribution can help you establish a strong brand story that resonates with your target audience.

The 4 Areas To Leverage AI In Your Marketing

In a recent fireside chat on the future of AI in marketing, May Habib, the CEO and co-founder of Writer, shared her insights on how generative AI can be used across your GTM team. She specifically mentioned 4 areas where marketing teams should be using AI to increase their effectiveness and creativity.

1 – Increase Surface Area of Creative Exploration

With generative AI, marketers can prototype campaign ideas, communicate effectively with designers, and quickly add visual interest to their marketing materials. This category offers endless possibilities for marketers to explore and experiment with different creative approaches, ultimately providing them with a competitive advantage in the market.

2 – Accelerating Written Content Creation

Another crucial aspect of AI in marketing, as highlighted by May Habib, is the ability to leverage AI tools to enhance text and content creation. By using generative AI tools like Writer, marketers can fine-tune their brand voice, create impactful content guides, and develop engaging landing pages. These tools also help reduce burnout rates and increase conversion rates, enabling marketing teams to produce better quality content at a higher volume.

3 – Making Video More Accessible and Effective

Video is notoriously expensive and resource-heavy. But with the advancements in generative AI, marketers can tap into video creation tools to quickly create engaging video content, improve brand visibility and translate their existing messaging into a new medium. Not to mention all the visual adjustments and virtual avatars that a brand could make sure of.

4 – AI-Powered Co-Pilot For Marketers

While traditionally associated with the support space, AI-driven digital assistants have the potential to play a crucial role in transforming the sales and marketing landscape. By leveraging AI, marketers can deliver personalized and targeted content to their audience, enhancing customer experiences and increasing sales effectiveness.

AI Frequently Asked Questions

What obstacles do companies face when integrating AI tools into their existing marketing strategies, and how can they be overcome?

It’s crucial to understand that integrating AI into marketing not only involves technological adaptation but also requires a shift in mindset across the organization. Businesses must prioritize clear communication, setting realistic expectations for AI outcomes, and fostering an environment where experimentation is encouraged. This holistic approach helps in mitigating resistance and facilitating smoother transitions.

For example, you could add a section to your recurring marketing team meetings where members of the team share how they're using AI in their day-to-day workflows. This will help your team learn the limitations and advantages of AI, but it also allows your team to uncover more AI use cases across your GTM function.

When someone runs up against an implementation challenge, these show-and-tell sessions can also serve to troubleshoot the technical challenge very quickly.

What skills do marketing professionals need to develop for effective use of AI tools, and how can companies support their teams?

Professionals must harness both creative and analytical abilities that AI can augment. For a creative example, a marketer could use ChatGPT to generate unique content ideas or draft engaging copy for campaigns, tapping into its capacity to produce diverse and inventive outputs.

Analytically, the same marketer might leverage ChatGPT to analyze customer feedback or queries, extracting insights and trends that inform strategy adjustments. This dual approach empowers marketers to craft compelling narratives while grounding decisions in data-driven insights, enhancing both the creativity and efficiency of marketing campaigns.

Companies can support this skill development through targeted training, access to AI tools, and fostering a culture of innovation and continuous learning.

How can AI tools be seamlessly integrated with existing legacy systems and workflows to enhance marketing efforts?

For integrating AI with legacy systems, the focus should be on creating a flexible infrastructure that can adapt to new technologies. This might involve adopting microservices architectures or cloud services that allow for easier integration of AI tools.

Additionally, companies should conduct thorough audits of their existing systems to identify potential compatibility issues and develop a phased integration plan that minimizes operational disruptions.

AI Workflows To Get You Started

2024 is the year to begin experimenting with using AI across your entire GTM team. It may feel overwhelming at first, but just like any new skill, it will get easier over time.

But how exactly could you be using AI? Here are a few workflows taught by marketing practitioners to help get you started:

And be sure to apply to the M2 Community to learn from your peers and share AI tips with other early-adopters. Inside you'll find dedicated AI conversations and events to learn from the best marketers out there.

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