GenAI Use Case for B2B Marketing: Content creation and ideation

Why genAI?

GenAI can help B2B marketers rapidly generate first drafts for all content types (e.g., blogs, white papers, social media posts). It helps develop new ideas and refined content that aligns with brand messaging. It can also convert existing content like webinars, podcasts, or white papers into new formats such as blog posts, social media snippets, or video scripts.

GenAI generates efficiencies amid tightening budgets. Per a July 2024 survey by Pipeline360, budget, headcount, and resource cuts are the top challenges for B2B marketers. As a result, 39% of survey respondents are using genAI specifically to adapt to fewer resources, and 76% are satisfied with the results.

How will it create impact?

• Saves time in the ideation and drafting process, allowing more focus on strategic content planning.
• Enables marketers to produce a continuous flow of fresh, relevant content, helping maintain audience engagement.
• Helps marketers repurpose content into different formats, extending its life and reach and reducing the workload of creating content from scratch.

How easy is it to implement?

Implementation is generally considered easy. There is a growing number of user-friendly platforms requiring minimal technical expertise.

• AI tools like Jasper are designed with marketers in mind. They provide intuitive interfaces where users can receive content drafts in minutes. These tools often include templates for content such as blog posts, social media updates, and email copy.
• Many genAI tools offer plug-ins or integration with popular content management systems (CMSes), such as HubSpot. This allows users to draft, edit, and publish content directly in their CMS.

Read the full report, Generative AI for B2B Marketing.