Before we know it, B2B Ignite USA 2023 will be here. The anticipating for the event is building and are excited to share a sneak peek of the latest B2B marketing insights from Paul Roetzer, founder and CEO at Marketing AI Institute, who will be delivering a new presentation on the “Dawn of the Next-Gen B2B Marketer” in Chicago next month.
Ignite USA features an impressive lineup of more than 40 top B2B marketing thought leaders, including our CEO Lee Odden who will present “The New Frontier of B2B Influence: Inside Out,” during two jam-packed days of inspirational talks, interactive workshops and round-table discussions, all wrapped up in five unique content streams, plus the event’s Elevation Awards. We previously shared some major event highlights and recently, our own director of agency marketing Katelyn Drake connected with Paul to hear his take on the vital B2B marketing topics that are quickly moving to the forefront this year.
Question: What’s one of the new frontiers in B2B marketing that marketers should be focusing on in 2023?
Paul: Generative AI is everywhere, and it’s going to become an integral part of every B2B marketer’s job. This touches everything related to generating text, images, video and audio.
“Generative AI is everywhere, and it’s going to become an integral part of every B2B marketer’s job.” — Paul Roetzer @PaulRoetzer
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Question: What can we look forward to from your presentation at Ignite USA?
Paul: We are going to give attendees a crash course in everything they need to know to get started with AI. What is it? How is it transforming B2B marketing? What are sample use cases and technologies? How can they apply it in their careers?
Question: With the rise of AI in content creation, how can marketers prove authenticity and build trust with their buyers?
Paul: More-human content will win. Authentic human content will take on far greater value for individuals and brands as AI-generated content floods the web.
What do I mean by “authentic human content?” The stuff that can’t be (easily) faked. In person. Unscripted. Uniquely human. Think editorials and opinion pieces, podcasts, videos, and live events.
“Authentic human content will take on far greater value for individuals and brands as AI-generated content floods the web.” — Paul Roetzer @PaulRoetzer
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Question: Which areas B2B should marketers be particularly concerned about when it comes to AI?
Paul: The responsible use of AI is critical to realize its full potential for our industry, and society.
B2B marketers also have to understand the limitations of the technology, including the fact that the large language models (LLMs) which power AI writing tools constantly hallucinate, or make stuff up, and that there are serious copyright concerns related to AI-generated content.
“The responsible use of AI is critical to realize its full potential for our industry, and society.” — Paul Roetzer @PaulRoetzer
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Question: Now that we are post-Covid times, what advice do you have for attendees to get the most from in-person conferences?
Paul: Embrace and appreciate the opportunity to be back together.
I know personally that I have cherished the time I’ve been at in-person events recently. I missed real human connections and interaction so much!
“Embrace and appreciate the opportunity to be back together. I know personally that I have cherished the time I’ve been at in-person events recently. I missed real human connections and interaction so much!” — Paul Roetzer @PaulRoetzer
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Question: There’s lots of talk about uncertainty within the market, what advice do you have for marketers who are being asked to do more with less?
Paul: Leverage AI to its full potential.
There is no better path to “do more with less,” while still maintaining your balance and sanity.
We extend many thanks to Paul for taking the time to share his latest insights on the key issues that B2B marketers are increasingly facing in 2023, along with a look at what is coming down the pike.
You can learn about the B2B Ignite USA 2023 conference on May 23 through 24 in Chicago at the event website, and be sure to also check out Lee’s look at some of the sessions we’re most looking forward to at the event, in “Where to Find the New Frontiers of B2B Marketing at Ignite USA,” plus our interview with event speaker Melanie Deziel, chief content officer at StoryFuel, in “B2B Marketing Speaker Spotlight: Melanie Deziel on Content as Evidence for Ignite USA.”
We hope to see you in-person for a stellar event including Paul’s must-see session.
Look for additional coverage of B2B Ignite USA 2023 in the lead-up to the event and while it takes place, and be sure to follow the #B2BIgniteUSA hashtag for more information.
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