Ever felt like you're drowning in data but starving for insights? Welcome to the world of modern B2B marketing, where data is abundant but actionable intelligence is scarce.

But what if AI could be your lifesaver?

In this episode of the Marketing Smarts Live Show, George B. Thomas sits down with Peter Prodromou, President of Boathouse, a marketing and communications agency, to discuss B2B marketing, AI, and communication, and offer valuable insights for marketers looking to streamline their marketing strategy.

Peter brings 15+ years of experience in building and leading global digital marketing, strategic communications, and PR firms.

Four Keys to Using AI in B2B Marketing

1. The Starting Point: Align with C-Suite Objectives

Peter emphasizes the importance of aligning your marketing objectives with the goals of the C-suite. He suggests identifying 3-5 business objectives that the CEO, CMO, and CCO want to accomplish. From there, you can use AI tools to gather and analyze data that informs your marketing campaigns.

2. The Mindset: Data Usability Over Data Overload

Peter shares a golden nugget for marketers: Focus on data usability rather than data overload. He stresses the importance of identifying 4-5 key outputs from AI that, again, tie back to business objectives. Doing so ensures that your data is actionable and directly contributes to achieving business goals.

3. The Hurdles: Falling in Love With the Toy

Peter warns against becoming enamored with the plethora of AI tools available. He advises marketers to remember that human interaction is essential for interpreting data and deriving valuable insights. The key is not to get mired in data for data's sake but to focus on what really matters for achieving business objectives.

4. The Success Metrics: Top 10 Influencers & Key Decision Makers

Success in AI-driven B2B marketing, according to Peter, involves identifying the top 10 influencers in your category and engaging with them consistently.

He also emphasizes the power of AI in identifying channels where key decision-makers are active, allowing for more targeted and effective communication with them.

Action Items

1. Align your marketing objectives with C-suite goals.
2. Focus on data usability.
3. Be cautious while selecting AI tools.
4. Identify key influencers and decision-makers in your industry to learn from.

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