A recent Forrester survey shows nearly all organizations are experimenting with generative AI (GenAI), and yet almost one-third of AI decision-makers still dismiss it as overhyped, or think it won’t impact their business. To some extent, it makes sense since the LLM models are still very limited in their capabilities. However, we also notice how fast these models evolve and how more and more AI based SaaS companies are able to implement them into even smarter applications.
So let’s be clear: GenAI is here to stay.
Even more interesting is the fact that GenAI is leading the martech growth. An impressive 77% of the 3,068 new tools introduced in 2024 are powered by generative AI. Of these, 53% focus on content creation, including copy, image, and video applications.
The graph below highlights innovative GenAI solutions developed for sales automation, enablement, and intelligence, as well as business/customer intelligence, data science, and live chat/chatbot functionalities.
So GenAI WILL disrupt your business, your industry, and B2B (SaaS) marketing as we know it as well.
That’s why every CMO needs a well-defined strategy for integrating GenAI in their marketing departments processes and technology.
Ways GenAI can be leveraged to boost your marketing
- Deliver deeper customer insights, through all the conversations your, sales and Customer Success team is having with them. But also what your customers say about you or your competition on platforms such as G2 and Capterra.
- In turn this will allow you to enhance personalization and elevate customer experiences through all the different channels you reach your (potential) customers. How you craft email campaigns based on segmentation, how you localize your website and landing pages.
- Measure impact more accurately and effectively, since data analysis becomes easier to do based on your already available abondunance of data.
However, simply adopting the latest tool won’t cut it.
Here’s what you need for a successful GenAI strategy:
1. Define a clear vision
Your GenAI strategy should align with your broader marketing objectives and long-term goals. Ensure its adoption is purposeful, not reactive. Have you defined clear Objectives and Key Results? What marketing roles has your organization hired for? In what way can GenAI, make your team members be more productive? Think content, growth, automation, and product. What gaps do you need to fill that you would normally outsource to a freelancer or agency?
2. What is the scope you are allowed to implement GenAI?
Implement a robust governance process to avoid privacy and data risks and potential brand damage. Maybe your organization already has one in place. Involve your legal and compliance teams early in the process. One effective way to choose tools is by verifying if they hold key data security certifications, such as ISO 27001. Using these quick filters helps you easily eliminate vendors that don’t meet your organization’s security standards.
3. Know the limits
Be realistic about what GenAI can and cannot do for your business. Understanding these boundaries will help set clear expectations. Think about, how much of the gap it can fill and where do you need to make additional investments to close the gap of that specific area.
4. Get your data in shape
GenAI thrives on data. Make sure your marketing data is accurate, organized, and ready for analysis. The more accurate your data the better it will perform. If you don’t, remember, it’s garbage in, garbage out.
5. Train and onboard your team
Invest in training your team to understand and fully leverage the power of GenAI in marketing. Like any other tool, onboarding is crucial and if you want the implementation to go well you need to ensure training your team. With AI, it’s important to ensure that your team members are able to understand when the output is up to standard.
These are exciting times. Will you be the tech-savvy CMO leading the charge, or will you risk falling behind?