What are people *really* doing with AI in B2B marketing?
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What are people *really* doing with AI in B2B marketing?
Is your planning process effective? Or just a lot of busy-work?
If you relate to the latter, we feel you! No one learns "how to plan" in school. They learn it through osmosis by following other leaders throughout their career. That typically is in an amalgamation of styles that result in 90 page decks that no one looks at after Jan 1. Let's change that!
Marketing teams everywhere are implementing AI—but are they doing it strategically? In our latest episode of The RevRoom, Inverta's AI Practice Lead Brian Schmid returns to share what we've learned since implementing AI tools across our organization and with clients.
From Experimentation to Strategic Implementation
Watch Brian's current episode. Catch Brian on our previous episode.
The days of casual AI experimentation are over. Forward-thinking marketing teams are now aligning AI initiatives with specific business objectives and measuring the results.
"We've shifted away from experimentation to aligning AI with actual real goals and measuring its effectiveness or efficiency," explains Brian. This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.
This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.It’s a mindset shift similar to what we’ve seen in Breaking Free from the MQL Machine — where marketing teams move away from outdated metrics and toward strategies that prioritize meaningful impact and measurable growth.
Key Takeaways for Marketing Leaders
Whether you're just starting your AI journey or looking to enhance your current strategy, this episode delivers practical insights:
Start with business goals, not technology. Begin by identifying how AI can support specific objectives like client retention, improved profitability, or enhanced personalization. This focus helps narrow your options among thousands of available tools.
Your team is already using AI—just inconsistently. Internal surveys consistently show 80%+ of marketing teams already use AI tools without formal guidance. The challenge isn't introduction but strategic application across the organization.
Custom instructions eliminate the need for everyone to be an expert. Create standardized prompts and instructions that allow your entire team to leverage AI consistently without needing to become prompt engineering experts.
Measure both efficiency gains and quality improvements. At Inverta, we've seen 70% time reduction in messaging and campaign creation while simultaneously delivering deeper insights to clients.
Focus on adoption through real use cases. The most successful implementations address specific pain points that teams already experience. As Brian notes, "If they're not excited about it because it's not solving something they care about, it will not matter. They will not use it."
This pragmatic approach mirrors principles found in Drip No More: Redefining Nurtures — where structured systems and consistency replace ad-hoc execution.
What's Next for AI in Marketing?
The podcast explores emerging applications that are changing how marketing teams work:
- Synthetic personas that bring target audience research to life
- Deep document analysis that uncovers insights buried in your organization's knowledge base
- AI agents that automate routine marketing operations tasks
But Brian cautions against over-reliance on AI for content creation: "I think there's a lot of potential to scale source content...but the more that folks rely on AI to create the originating asset, the more a lot of it's going to sound the same."
That’s why strategic integration — not blind adoption — is key. The most effective teams pair AI efficiency with the relationship-focused mindset outlined in
Building Your AI Strategy
For marketing leaders just beginning their AI journey, Brian recommends:
- Survey how your team is already using AI to identify "desire paths"
- Create an AI council or committee with potential power users
- Identify high-impact use cases that align with business objectives
- Start small with tools most teams already have access to
- Track and communicate outcomes to secure future investment
Listen to the Full Episode
Want more insights on implementing AI strategically in your B2B marketing organization? Listen to the full episode of The RevRoom podcast with Brian Schmid to hear real examples of how we're using AI to drive measurable results for ourselves and our clients.
About the author
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The RevRoom podcast
Marketing teams everywhere are implementing AI—but are they doing it strategically? In our latest episode of The RevRoom, Inverta's AI Practice Lead Brian Schmid returns to share what we've learned since implementing AI tools across our organization and with clients.
From Experimentation to Strategic Implementation
Watch Brian's current episode. Catch Brian on our previous episode.
The days of casual AI experimentation are over. Forward-thinking marketing teams are now aligning AI initiatives with specific business objectives and measuring the results.
"We've shifted away from experimentation to aligning AI with actual real goals and measuring its effectiveness or efficiency," explains Brian. This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.
This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.It’s a mindset shift similar to what we’ve seen in Breaking Free from the MQL Machine — where marketing teams move away from outdated metrics and toward strategies that prioritize meaningful impact and measurable growth.
Key Takeaways for Marketing Leaders
Whether you're just starting your AI journey or looking to enhance your current strategy, this episode delivers practical insights:
Start with business goals, not technology. Begin by identifying how AI can support specific objectives like client retention, improved profitability, or enhanced personalization. This focus helps narrow your options among thousands of available tools.
Your team is already using AI—just inconsistently. Internal surveys consistently show 80%+ of marketing teams already use AI tools without formal guidance. The challenge isn't introduction but strategic application across the organization.
Custom instructions eliminate the need for everyone to be an expert. Create standardized prompts and instructions that allow your entire team to leverage AI consistently without needing to become prompt engineering experts.
Measure both efficiency gains and quality improvements. At Inverta, we've seen 70% time reduction in messaging and campaign creation while simultaneously delivering deeper insights to clients.
Focus on adoption through real use cases. The most successful implementations address specific pain points that teams already experience. As Brian notes, "If they're not excited about it because it's not solving something they care about, it will not matter. They will not use it."
This pragmatic approach mirrors principles found in Drip No More: Redefining Nurtures — where structured systems and consistency replace ad-hoc execution.
What's Next for AI in Marketing?
The podcast explores emerging applications that are changing how marketing teams work:
- Synthetic personas that bring target audience research to life
- Deep document analysis that uncovers insights buried in your organization's knowledge base
- AI agents that automate routine marketing operations tasks
But Brian cautions against over-reliance on AI for content creation: "I think there's a lot of potential to scale source content...but the more that folks rely on AI to create the originating asset, the more a lot of it's going to sound the same."
That’s why strategic integration — not blind adoption — is key. The most effective teams pair AI efficiency with the relationship-focused mindset outlined in
Building Your AI Strategy
For marketing leaders just beginning their AI journey, Brian recommends:
- Survey how your team is already using AI to identify "desire paths"
- Create an AI council or committee with potential power users
- Identify high-impact use cases that align with business objectives
- Start small with tools most teams already have access to
- Track and communicate outcomes to secure future investment
Listen to the Full Episode
Want more insights on implementing AI strategically in your B2B marketing organization? Listen to the full episode of The RevRoom podcast with Brian Schmid to hear real examples of how we're using AI to drive measurable results for ourselves and our clients.
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The RevRoom podcast
What are people *really* doing with AI in B2B marketing?
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Marketing teams everywhere are implementing AI—but are they doing it strategically? In our latest episode of The RevRoom, Inverta's AI Practice Lead Brian Schmid returns to share what we've learned since implementing AI tools across our organization and with clients.
From Experimentation to Strategic Implementation
Watch Brian's current episode. Catch Brian on our previous episode.
The days of casual AI experimentation are over. Forward-thinking marketing teams are now aligning AI initiatives with specific business objectives and measuring the results.
"We've shifted away from experimentation to aligning AI with actual real goals and measuring its effectiveness or efficiency," explains Brian. This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.
This intentional approach ensures tools deliver tangible outcomes rather than just technological novelty.It’s a mindset shift similar to what we’ve seen in Breaking Free from the MQL Machine — where marketing teams move away from outdated metrics and toward strategies that prioritize meaningful impact and measurable growth.
Key Takeaways for Marketing Leaders
Whether you're just starting your AI journey or looking to enhance your current strategy, this episode delivers practical insights:
Start with business goals, not technology. Begin by identifying how AI can support specific objectives like client retention, improved profitability, or enhanced personalization. This focus helps narrow your options among thousands of available tools.
Your team is already using AI—just inconsistently. Internal surveys consistently show 80%+ of marketing teams already use AI tools without formal guidance. The challenge isn't introduction but strategic application across the organization.
Custom instructions eliminate the need for everyone to be an expert. Create standardized prompts and instructions that allow your entire team to leverage AI consistently without needing to become prompt engineering experts.
Measure both efficiency gains and quality improvements. At Inverta, we've seen 70% time reduction in messaging and campaign creation while simultaneously delivering deeper insights to clients.
Focus on adoption through real use cases. The most successful implementations address specific pain points that teams already experience. As Brian notes, "If they're not excited about it because it's not solving something they care about, it will not matter. They will not use it."
This pragmatic approach mirrors principles found in Drip No More: Redefining Nurtures — where structured systems and consistency replace ad-hoc execution.
What's Next for AI in Marketing?
The podcast explores emerging applications that are changing how marketing teams work:
- Synthetic personas that bring target audience research to life
- Deep document analysis that uncovers insights buried in your organization's knowledge base
- AI agents that automate routine marketing operations tasks
But Brian cautions against over-reliance on AI for content creation: "I think there's a lot of potential to scale source content...but the more that folks rely on AI to create the originating asset, the more a lot of it's going to sound the same."
That’s why strategic integration — not blind adoption — is key. The most effective teams pair AI efficiency with the relationship-focused mindset outlined in
Building Your AI Strategy
For marketing leaders just beginning their AI journey, Brian recommends:
- Survey how your team is already using AI to identify "desire paths"
- Create an AI council or committee with potential power users
- Identify high-impact use cases that align with business objectives
- Start small with tools most teams already have access to
- Track and communicate outcomes to secure future investment
Listen to the Full Episode
Want more insights on implementing AI strategically in your B2B marketing organization? Listen to the full episode of The RevRoom podcast with Brian Schmid to hear real examples of how we're using AI to drive measurable results for ourselves and our clients.
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