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2024 AI Marketing Playbook
About this Episode
Do you have an AI playbook? In this episode, co-hosts Pete Housley and Unbounce Director of Product Marketing and in-house AI expert Jess Petrella are giving you your AI playbook for the year ahead. To do that, they’re tapping into the genius of Mike Kaput, Chief Content Officer at the Marketing AI Institute. Together, they share use cases for AI marketing, advise on the best AI-powered marketing tools, and give five steps to launching your company on its very own AI journey. Tune in to find out more on this episode of Unprompted.
Meet The Unprompted Crew
Pete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Director of Product Marketing, Jess Petrella. Jess has worked in SaaS for over 10 years and in that time has brought dozens of innovative products to market. She is focused keenly on driving business growth through effective go-to-market strategies and product positioning.
Over the past few years, Jess has positioned herself at the intersection between AI and marketing, having developed strategies that have informed how Unbounce has brought our own innovative AI-powered tools to market. Outside of Unbounce she’s the creator of “AI for Product Marketers”, an advanced Notion AI template system containing practical, useful, and inspired templates made just for product marketers.
Jess has written for a number of publications, including a piece in the B2B marketer on AIs impact on SEO, conversion and the marketing funnel, appropriately titled “The Search Armageddon”. Earlier this year, Jess joined a panel of experts to discuss current and future applications of AI in marketing and Business at Lead Gen World 2023 in San Diego. You can also see her live on stage at SaaS North in her own home town of Ottawa this coming November.
Key Quotes
*”98 percent of all marketers we surveyed said they're personally using AI in some way. Now, here's the bad news, though: 78 percent of people say their employers have zero internal AI education or training. So we've reached peak interest and excitement about AI, but there's a massive gap in the practical tools people have internally at their organizations to actually learn what this stuff is, how to use it in their careers and their roles, and how to get the most out of it.” - Mike Kaput on the 2023 State of Marketing AI Report from the Marketing AI Institute
*”All the things humans do really well, I guarantee you, AI will do them at some point if it can't already. The ability to create, to think, to understand, to reason, these are capabilities that may not be at a human level in AI systems today, but they're absolutely on a trajectory to do those things pretty well. All the things that humans value and get paid for is probably stuff that AI will be able to help or do very soon.” - Mike Kaput
*”If I look at my average day, six to 12 months ago, none of these tools were in it and helping me do the things I'm doing. It's really been a pretty profound sea change.” - Mike Kaput
*”AI in some form or another has been around for 60, 70 years in one sense or another. So people don't realize a lot of things went into the last several decades to get us to this current moment. It feels like it's coming out of nowhere because they weren't paying attention to all the other factors that were building beneath the surface. “ - Mike Kaput
*”A lot of people are like, ‘Oh, what tools should I use? What technology should we adopt?’ That's a huge question and really important. More important, though, is what happens if you succeed? Like we're talking about tools that give you double and triple, digit performance gains or productivity gains. That's amazing. But the first question you're going to get from a lot of your staff is, ‘What happens to me? What happens to my role? There's a huge amount of change management involved in these tools. So you're going to have to start planning for how this is going to change jobs.” - Mike Kaput
Time Stamps
[0:12] Introducing “Marketing” AI
[4:54] Meet Mess Petrella, Director of Product Marketing at Unbounce
[11:38] Here’s your AI playbook
[12:08] Welcome to our guest, Mike Kaput, Chief Content Officer at Marketing AI Institute
[15:36] How can the Marketing AI Institute help me as a marketer?
[17:09] What has Mike’s team learned about AI in 2023 so far?
[19:35] What’s the average AI adoption rate among marketers currently?
[21:50] What are the top 5 AI use cases in marketing?
[28:06] What AI-powered marketing tools would Mike recommend?
[33:05] Where are marketers on their AI adoption or maturity curve?
[36:03] What is Mike’s 5-step AI playbook? And how can marketing teams get further along on their maturity curve?
[43:35] What advice would Mike give marketers right now?
Links
Pete Housley, CMO at Unbounce
Jess Petrella, Director of Product Marketing at Unbounce
Mike Kaput, Chief Content Officer at Marketing AI Institute
Check out the 2023 State of Marketing AI Report
Learn more about the Marketing AI Institute
Check out the tools we mentioned!
This podcast is brought to you by Unbounce.
Most AI marketing tools are… kinda the same. That’s because they’re built on the same, generic machine learning models—and they get you generic results in your marketing.
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If you’re a marketer (or just someone doing marketing), you need Unbounce. You can build beautiful, high-converting landing pages for your ads and emails, plus get AI copywriting and conversion optimization tools—all powered by more than a decade of marketing data.
Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.
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