Dec 04, 2023
It’s no secret that artificial intelligence (AI) is revolutionizing the professional landscape — changing the way we work by automating tasks, efficiently analyzing data, and more. The world of growth stage marketing is no exception; prior to jumping into her presentation, Mariann McDonagh asked participants how they’re implementing AI into their go-to-market workflows. The responses were varied:
- One company has leveraged the power of AI to fill gaps left in the marketing team after a series of RIFs, finding that it empowers designers with the language processing tools they need to function as content marketers.
- Another GTM leader uses AI primarily for SDR outreach and coaching, which offers necessary support to the sales organization without adding headcount.
- Yet another company has implemented AI-driven chatbots into their website, allowing prospects to receive support in real time while also collecting critical data about the customer journey.
All of this to say, AI is already making waves among Edison portfolio companies, with many describing it as a “digital colleague.” If you haven’t already tapped in, here are 3 ways you can begin using artificial intelligence today to bolster your company’s marketing strategy:
1. To conquer the blank page
What they say is true, and it’s not changing any time soon: content makes the world go round. Still, as a content marketer myself, I know how difficult it can be to constantly churn out new ideas. We want everything we create to be innovative and have value, but we also need to produce content at a consistently high rate. On the days when you just can’t come up with a relevant blog topic or you need help spicing things up in your content department, try passing AI the mic. You might find the following prompts to be helpful:
- Suggest 5 blog titles to educate the market about the use of AI in marketing.
- I want to create a piece of content that highlights the pain points addressed by my product. What format might you suggest?
- Suggest subject lines for AB testing based on the following email copy.
2. To handle preliminary research and legwork
Key to effective marketing is knowing what you’re talking about, and while we all strive to be subject matter experts in any and every topic even distantly related to our company’s value proposition, it’s impossible to know everything. AI can help you collect and synthesize information from a wide array of sources (the entire world wide web, actually), or it can let you know where to look if you’d like to find the information for yourself. Give these prompts a try:
- Tell me everything I need to know about AI in marketing.
- What sources should I consult to learn about AI in marketing?
- I’m working on a white paper about the use of AI in marketing. Which questions should I be sure to answer?
3. To test your product positioning
Perhaps the most innovative use of AI I heard about in Mariann’s session was as a validator of product positioning. As marketers, we work diligently to ensure that we are hitting the right notes when we talk about our product: highlighting the right pain points, addressing the right personas, and conveying our value proposition in the most compelling way. You can use AI to reflect these communications back to you to ensure that your customers are taking away from your marketing efforts exactly what you need them to.
Try pasting copy from your marketing materials into Chat GPT and asking these questions:
- Based on the information provided, how would you describe our company’s value proposition?
- Based on this copy, what pain points does my product alleviate?
- How might we strengthen the above mission statement to better differentiate our brand?
Now that you have some AI tricks up your sleeve, heed the warning Mariann gave in her session: don’t run with scissors.
Artificial intelligence is a groundbreaking tool that can certainly make your life easier as a marketer, but it’s still a relatively nascent innovation. AI cannot and should not replace human marketing professionals; don’t give it full reign over your content execution, and don’t underestimate the power of good ol’ fashioned human sensibility to strengthen your marketing strategy. As one Edison CMO put it, it’s better to treat AI like an intern: guide it with thoughtful, context-driven prompts, and always check its work.
If you’d like support integrating AI into your go-to-market efforts, reach out to Operating Partner Mariann McDonagh or to us directly at edge@edisonpartners.com.
