AI is everywhere in marketing right now. However, using it well is not just about automation—it’s about pairing machine speed with human insight.
If you rely on AI to do all the thinking, you will end up with mediocre work. The best results come from using AI to accelerate the fundamentals, not replace them.
Here’s how I recommend using tools like ChatGPT for B2B strategy across core go-to-market (GTM) functions, without sacrificing quality or clarity.
Want to learn how to use AI in marketing and build a GTM system that combines your team’s creativity with smart tools? Schedule a Discovery Call and we’ll help you structure it.
Start With Strategy, Not Prompts
Before you start typing into an AI tool, make sure you’re clear on what you’re building.
Whether it’s ad copy, content, or emails, your results are only as strong as your inputs. You need to:
- Understand your audience
- Define your offer and the value it creates
- Set clear goals for each campaign or piece of content
- Know how your message will stand out in a crowded market
If you skip this step, AI will give you generic output that will not convert, and it definitely will not differentiate you.
How to Use AI for Paid Campaigns (Without Getting Lazy)
If you’re running PPC or paid social, don’t hand off strategy to the machine.
Instead, use AI to help:
- Create structured campaign briefs that clarify goals and angles
- Explore message variations and CTA language
- Pressure-test your logic by asking AI to challenge your setup
- Generate a draft ad structure that your media buyer can refine
Targeting strategy, offer clarity, and value props still need to come from you. That is your edge.
Let AI handle the formatting and creative exploration, but keep the strategic decisions in human hands.
Use AI to Scale Content, Not Automate It
Yes, you can use AI tools for content marketing—but not by pasting in a prompt and copying the first draft.
Instead:
- Use AI to create outlines from your notes or talking points
- Feed it transcripts or raw copy and ask for a cleaner structure
- Generate multiple versions of the same idea for different channels
- Test headlines and hooks until something clicks
Your experience and perspective are valuable. Let AI help with structure and iteration—but don’t outsource the insight.
Think of AI as a collaborator, not a ghostwriter.
Tap AI to Level Up Email Sequences
Email is a great place to apply AI in GTM strategy.
Use it to:
- Summarize long content into digestible emails
- Draft follow-up sequences based on behavior or buyer stage
- Write smart subject lines and engaging intros
- Polish the tone or simplify complex messages
Use AI tools for content marketing to speed up the writing. But empathy, timing, and personalization still come from you.
And always test emails before you hit send. AI can help draft—but it won’t catch deliverability issues or layout errors.
Read More: How to Master B2B Lead Generation Through Content Marketing
Creativity and Experience Still Win
The biggest thing AI lacks is real-world context.
It cannot replicate:
- A personal story that resonates with your audience
- A specific client result that builds trust
- A smart connection between ideas based on experience
- A brand tone of voice that feels authentic
These are the things that great marketing is built on—and the hardest things for AI to replicate.
Use your experience to guide the process. Let AI enhance your execution, not replace your perspective.
Make AI Part of Your Workflow, Not a Replacement for It
AI is a tool. And like any tool, it works best in skilled hands.
Use ChatGPT for B2B strategy to:
- Build better briefs
- Draft faster
- Organize messy ideas
- Refine messaging
- Explore new angles
When paired with insight, intent, and AI in GTM strategy becomes a force multiplier—not a crutch.
Use AI to build a smarter GTM system, not one that sounds like everyone else. One that moves faster, works harder, and still sounds human.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
