I built my first generative AI product back in 2018 called Soundspot that could turn any blog into a podcast. We were using GPT-1 for text summarization and Google's text-to-speech transformer called Tacotron. Since then, I've been at the forefront of the AI transformation in marketing, from investing in early stage companies to co-founding Tofu. Here are some key learnings I've developed for applying generative AI to your GTM workflows:
1. Embrace personalization, but beware of the "personalization blindness" trap.
Are you still sending the same generic email to every prospect? Want your audience to actually engage? Use AI to craft hyper-personalized messages that speak directly to their pain points. But be careful - when everything is personalized, nothing is. The key is to make it genuinely relevant, not just mail merge on steroids.
2. Let AI handle the grunt work, but keep humans in the driver's seat.
Sure, AI can write 100 variations of an ad in seconds. But can it capture the essence of your brand? Can it understand the nuances of your target audience? That's where you come in. Use AI as your sidekick, not your replacement.
3. Think omnichannel, not just multi-channel.
Are you still siloing your marketing efforts? Your customers don't live in one channel, so why should your marketing? Use AI to create consistent, personalized experiences across all touchpoints and make sure you're present where your customers live in the physical and digital worlds.
4. Repurpose content like a pro.
If you're not squeezing every drop of value out of your content, you're leaving money on the table. That white paper you spent months on? Turn it into blog posts, social media content, email campaigns, and more. AI can help you do this at scale, without manual effort or expensive agencies.
5. Measure, iterate, repeat.
The beauty of AI is its ability to learn and improve. Are you taking advantage of that? If you're not constantly testing, measuring, and refining your AI-driven campaigns, you're missing the point. Remember, the machines are learning - make sure they're learning the right things.
6. Stay human in an AI world.
In the rush to adopt AI, don't forget the most important element: the human touch. AI can generate content, but it can't replace genuine human connection, creativity, or strategy. Use AI to free up time for more face-to-face interactions, not less.
TAKEAWAY:
AI is transforming how we approach GTM but it's not a magic wand. The winners will be those who strategically integrate AI into their workflows, amplifying human creativity and strategy rather than replacing it.
Want to dive deeper into applying generative AI to your GTM workflows? I'm teaching a session called "Where and How to Apply Generative AI in GTM Workflows" at Pavilion's CMO School. It will be a practical, tactical session with takeaways you can start implementing immediately.
Join here: https://lnkd.in/gSF8Jjmj
