How We'd Use AI to Build a Marketing Plan from 0 (Tools & Tactics)

About this video

• Video Title: How We'd Use AI to Build a Marketing Plan from 0 (Tools & Tactics)
• Channel: Marketing Against the Grain
• Speakers: Kieran (implied, addressed by name), (Unnamed main speaker)
• Duration: 33:33

Overview

This video outlines a practical, AI-driven marketing playbook for building a marketing plan from scratch in the current landscape. The speakers emphasize the synergistic relationship between human marketers and AI, highlighting how AI can augment, not replace, human creativity and strategy. They discuss six key areas for an AI marketing plan: AI search, mastering short-form content, code-powered experiences, building an intent engine, AI-driven targeted marketing, and reducing administrative tasks for sales teams.

Key takeaways

• AI is a human-AI partnership: The future of marketing involves humans leveraging AI tools, not being replaced by them. Marketers who effectively use AI will achieve better results.
• AI Search is crucial: The shift towards AI-powered search (LLMs) requires optimizing content for conversational queries and understanding concepts like "share of voice" and "citations" in this new paradigm.
• Short-form content mastery is key: With 65% of B2B buyers preferring short-form content, mastering attention-grabbing hooks and storytelling in video and text is vital for cutting through the noise of AI-generated content.
• Code-powered experiences as lead magnets: Moving beyond traditional content, offering interactive, code-driven applications as lead magnets can significantly improve engagement, as 70% of B2B buyers prefer self-serve tools.
• Intent Engine for personalization: Building a robust intent engine using internal and external signals is critical for personalized AI experiences and effective micro-audience marketing.
• Sales productivity boost: AI can automate many sales administrative tasks, freeing up sales representatives to focus on selling and significantly increasing their productivity.
• Micro-audience campaigns: AI enables hyper-personalized marketing campaigns targeting much smaller audience segments based on rich contextual data, leading to higher click-through rates and conversions.