If AI freed up 50% more marketing time, how would you spend that extra resource?

Everybody’s taking a look at AI, so let’s put aside discussions about it taking over the world, or which content creator is best.

Industry projections suggest that small to medium-sized businesses (SMBs) can significantly increase their marketing activity by 20 – 50% while maintaining the same level of human resources, by leveraging artificial intelligence (AI).

So imagine if you had that extra resource – how might it impact your business? How would you change your strategies – perhaps launch new products, expand your current range, push into export markets, make your brand more visible?

Your vision for your business probably already has a wish list. What ambitions are sitting on the shelf due to lack of resources? 

What I’m suggesting is to avoid getting lost in the arguments of which AI tools to use, but returning to your marketing strategy and assume a magic wand has been waved, and you now have 50% more effort to spend on marketing – with no increase staff costs 

Imagine you have that resource right now, and make your plans, because it won’t be long coming!

Here’s some thoughts on areas to focus with that increased resource

If your business can increase marketing output by 50%, here are some areas where you could concentrate extra effort:

1. Deepen Customer Relationships:
   • Personalised Marketing: Use AI to create highly targeted campaigns based on individual preferences and behaviours.
   • Enhanced Customer Support: Implement AI-powered chatbots to provide 24/7 assistance and improve response times.
   • Loyalty Programs: Develop more sophisticated loyalty programs that reward repeat customers and encourage referrals.
2. Expand Market Reach:
   • New Channels: Explore new marketing channels, such as podcasts, influencer marketing, or emerging social media platforms.
   • Geographic Expansion: Target new geographic markets where there is potential for growth.
   • Internationalisation: Consider expanding into foreign markets to reach a wider audience.
3. Innovate Product Offerings:
   • Product Development: Use market research and customer feedback to develop new products or improve existing ones.
   • Product Positioning: Reposition existing products to target new customer segments or address evolving needs.
4. Strengthen Brand Awareness:
   • Content Marketing: Create high-quality content that educates, entertains, and inspires your target audience.
   • Public Relations: Build relationships with media outlets to generate positive coverage.
   • Brand Partnerships: Collaborate with complementary brands to reach a wider audience.

Strategically allocating your increased marketing resources, can bring significant opportunities for growth and long-term success.

Where will you start?

Marketing Technology Stack Essentials for Small Businesses 

Small businesses are competing with larger corporations at every level. To stay competitive, your best friend can be the power of technology. A well-curated marketing technology stack can help small businesses streamline operations, planning, and communications. Tech really can help.

Here are some essential components to consider for your small business’s marketing technology stack in the age of AI:

Planning

• Project Planning: If you’re running any type of project, such as a marketing campaign, brand launch or website build, you need a fast simple tool to track the process and perhaps keep a whole team involved and informed. A good planning app is a must.
• Content Calendar: A content calendar helps you plan and schedule your content across various channels. AI-powered content calendars can suggest topics, optimise content for search engines, and track performance.
• Social Media Management Tools: Social media management tools help you schedule posts, monitor engagement, and analyze your audience. AI-powered tools can provide insights into the best times to post and suggest relevant content.

Communications

• Live Chat Software: Live chat software allows you to communicate with customers in real-time. AI-powered chatbots can handle basic enquiries and provide instant customer support.
• Project Management Tools: These apps help you collaborate with team members, track tasks, and manage deadlines. AI-powered tools can automate workflows and provide real-time updates.

Operations

• Customer Relationship Management (CRM) System: A CRM is a core component to manage customer interactions, track sales, and analyse customer data. Look for a system with AI capabilities that can automate tasks and provide valuable insights. Put a good one at the heart of your stack – it’s the vault where the gold is kept!
• Email Marketing Platform: An email marketing platform allows you to create and send campaigns, track open and click-through rates, and segment your list. AI-powered platforms can personalise email content. Integrate with your CRM.
• Note-Taking and Productivity: There has been a revolution in these apps. The best integrate with all your other software so you can make notes just once and feed in and even trigger events across your stack.
• Automation and Integration Tools: 

Automation Tools:

• Streamline repetitive tasks: Automate routine tasks like email campaigns, social media scheduling, and lead nurturing – free up your team to focus on more critical work.
• Reduce human error: Automation minimises the risk of errors that can occur with manual processes.
• Improve efficiency: By automating tasks, you can achieve more in less time.
• Personalise marketing: Automation tools can help you personalise marketing based on individual customer data.

Integration Tools:

• Connect different systems: These apps have been game changers. Integration tools enable seamless data flow between various applications in your stack, such as your CRM, email marketing platform, and social media management tool. 
• Eliminate manual data entry: By integrating systems, you can avoid the time-consuming and error-prone process of manually entering data into multiple platforms. Use one tool to trigger all others.
• Provide a unified view of customer data: Integration tools can create a single, comprehensive view of your customers, allowing you to make more informed decisions.
• Improve customer experience: Seamless integration ensures a consistent and personalised customer experience across all channels.

AI-Powered Tools to Consider

• AI Writing Assistants: These tools can help you quickly generate high-quality content, such as blog posts, social media captions, and email copy.
• Predictive Analytics Tools: Predictive analytics tools use AI to analyze data and predict future trends. This can help you make data-driven decisions and optimise your marketing efforts.
• Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants can provide customer support, answer questions, and even book appointments. Takes a load of your shoulders – even work when you’re not there.

Some Marketing Technology Apps to check out

Operations

• CRM Systems: Salesforce, HubSpot, Zoho CRM, Capsule
• Email Marketing Platforms: Mailchimp, MailerLite, Constant Contact, AWeber
• Marketing Automation Software: Marketo, Pardot, ActiveCampaign
• Integration tools: Make, Zapier, IFTT
• Note-Taking and Productivity: Notion, Microsoft Onenote, Craft

Planning

• Content Calendars: CoSchedule, Trello, Asana
• Social Media Management Tools: Hootsuite, Buffer, Sprout Social

Communications

• Live Chat Software: Intercom, Drift, Zendesk Chat
• Project Management Tools: Trello, Asana, Basecamp, Slack

AI-Powered Tools

• AI Writing Assistants: Jasper.ai, Copy.ai, Grammarly, Gemini
• Predictive Analytics Tools: Google Analytics, Kissmetrics, Mixpanel
• Chatbots and Virtual Assistants: ManyChat, Chatfuel, Dialogflow

Note: This is just a small sample of the many marketing technology apps available. It’s important to research and compare different options to find the best fit for your small business’s specific needs. Importantly, check out their integration options – the more they can do together, the less you have to do!

The key is to choose tools that align with your business goals and leverage the power of AI to gain a competitive advantage.

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How AI surprises caught me out.

I’m a big fan of AI, and use it in some form, most days. But recently I found myself in a situation where it resulted in my wasting a lot of time.

A client had asked me to be involved in a recruitment exercise to interview for a new marketing assistant. All the preliminary stages were completed and we were down to the short list. The CVs had been checked, and we were about to start online interviews to triage the list down to two or three for face-to-face interviews.

My role was to observe and assess the candidates technical marketing skills.

My client had created a great pre-interview questionnaire. Candidates were asked to comment on the client’s current marketing strategy, media choices and collateral – and were also asked how they would approach the same issues if they were appointed.

All candidates put in really good responses so I was looking forward to some great interviews.

The first candidate started off strongly as my client asked some general questions, but as we started to probe the answers to the questionnaire, it was obvious that something was wrong. They answered with a string of buzzwords – often inappropriately. I jumped in and asked for some explanations and it was clear the candidate actually had only a sketchy understanding of what marketing actually is.

As we moved through the interviews similar patterns were repeated. One candidate used a lot of acronyms, which they pronounced wrongly, and when challenged, could not say what they stood for. Another had suggested using certain metrics, but could not explain how they could be used.

As we discussed the interview afterwards, it became apparent where we had gone wrong. Using the questionnaire had been a mistake. It was too good and too explicit. The candidates had obviously put it straight into ChatGPT (and who could blame them?), and it had generated some very sensible (and similar) responses. Of course, the argument is that they should have used the AI results to prepare better for the interview –  except that foolishly, we had set the tripwires for ourselves. 

We’d wasted the best part of a day. Had we not provided the questionnaire and gone straight to the face-to-face interviews, we could have achieved better results, faster.

So, what have I learned from this experience? It’s to be aware that we now live in an AI world now. Others will use AI, in fact I would be disappointed if they didn’t. But we must prepare for the behaviour of other players. To ensure our own efficiency, we must consider what AI responses might be to our business actions, and plan accordingly.

to employ a new marketing assistant for them. All the preliminary stages were completed and we were down to the short list. The CVs had been checked, and we were about to start online interviews to triage the list down to two or three for face-to-face interviews.

My role was to observe and assess the candidates technical marketing skills.

My client had created a great pre-interview questionnaire. Candidates were asked to comment on the client’s current marketing strategy, media choices and collateral – and were also asked how they would approach the same issues if they were appointed.

All candidates put in really good responses so I was looking forward to some great interviews.

We should have seen it coming

The first candidate started off strongly as my client asked some general questions, but as we started to probe the answers to the questionnaire, it was obvious that something was wrong.

They answered some questions with a string of buzzwords – often inappropriately. I jumped in and asked for some explanations, and it was clear the candidate actually had only a sketchy understanding of what marketing actually is.

As we moved through the interviews similar patterns were repeated. One candidate used acronyms that they pronounced wrongly, and when challenged, could not say what they stood for. Another had suggested using certain metrics, but could not explain how they could be used.

As we discussed the interview afterwards, it became apparent where we had gone wrong. The questionnaire we used had been a mistake. It was too good and too explicit.

The candidates had put the document into ChatGPT (and who could blame them?), and it had generated some very sensible (and similar) responses. Of course, the argument is that they should have used the AI results to prepare better for the interview –  but no excuses, we had to admit we had set the tripwires for ourselves. 

The problem was not that the candidates had used AI, but that we had not been prepared for the result and not thought the scenario through.

We’d wasted the best part of a day. Had we not provided the questionnaire and gone straight to the face-to-face interviews, we could have achieved better results, faster. 

So, what have I learned from this experience?

It’s to be aware that we now live in an AI world now. It’s not enough to have our own developed strategies in place. Others will use AI. Clients, suppliers and the public – in fact I would be disappointed if they didn’t. But we must prepare for the behaviour of other players. We must consider how AI responses to our output might look, and structure our activities accordingly.

In the rapidly evolving landscape of B2B marketing, a significant shift is taking place. As automated systems handle the routine tasks of marketing, there’s an increasing demand for personalised advisory, mentoring, and CEO coaching services. This trend is reshaping how businesses build relationships and foster growth. Business owners are revising the role of their marketing consultants from automation to advisory.

The Need for Personalisation in B2B

Traditionally, B2B marketing relied heavily on automated tools to drive efficiency and manage operations. Platforms like HubSpot and Marketo have streamlined these processes, but they often fall short in creating deep, strategic connections.

Today’s business leaders recognise that while automation is essential, the human element is irreplaceable for sustainable growth. Personalised services provide tailored strategies that address specific challenges and goals, far beyond what generic advice can offer.

Benefits of Personalised Advisory and Coaching

1. Building Trust and Credibility: Personalised services create strong bonds of trust. When business leaders receive tailored guidance, they feel genuinely understood and valued, fostering long-term relationships.
2. Empowering Leaders: Coaching goes beyond providing answers; it develops leaders’ abilities to independently navigate complex situations, making them more agile and resilient.
3. Fostering Continuous Learning: Regular coaching encourages a culture of learning and innovation within organisations, driving growth and adaptability.

The Future of Personalised B2B Services

1. Blending AI and Human Insight: The future lies in combining AI’s analytical power with human empathy and strategic thinking. AI can provide detailed insights, while human advisors bring nuanced understanding to apply these insights effectively.
2. Expanding Roles: Advisors and coaches will become essential confidants and strategic partners, offering a safe space for leaders to explore ideas and overcome challenges.
3. Adapting to Hybrid Work: As hybrid work environments become the norm, personalised services will bridge the gap, providing consistent support regardless of location through virtual coaching and digital platforms.

The shift towards personalised advisory and coaching in B2B marketing represents a transformative approach to client engagement. It emphasises building deeper relationships and empowering business leaders through tailored, human-centric services. By integrating personal insights with advanced technologies, businesses can differentiate themselves and create lasting value in an increasingly automated world.

Marketing Drama: Are Creative and Production Getting a Divorce?

In the grand soap opera of business, there’s a subplot brewing that’s worthy of its own primetime drama: the crumbling relationship between creative and production in the world of marketing. Like any good TV drama, it’s filled with tension, twists, and the occasional dramatic exit. But unlike most TV dramas, this one involves less shouting matches and more presentations.

Picture this: Creative, the imaginative dreamer overflowing with ideas, and Production, the diligent executor armed with the latest tech tools, have been partners in crime for years. They’ve crafted campaigns, launched products, and wowed audiences together. But lately, cracks have begun to form in their once rock-solid relationship.

The flames were fanned with the rise of AI and the democratisation of content production. Suddenly, every small business with a laptop and an internet connection could churn out slick ads and polished content with the click of a button. Production, once the exclusive domain of experts, was now as accessible as a YouTube tutorial.

But while Production was off gallivanting with its newfound tech toys, Creative started feeling neglected. Sure, anyone could slap together a flashy video or a snazzy website, but where were the big ideas? The bold concepts? The spark that sets a brand apart from the rest?

It’s like Creative woke up one day to find that Production had packed its bags and run off taking all the fancy gadgets, leaving behind a note saying, “It’s not you, it’s me.”

The Drama goes on.

And so, the rift widened. Creative felt misunderstood, underappreciated, while Production felt patronised by Creative’s lofty demands and unrealistic expectations. It was a classic case of irreconcilable differences.

But here’s the twist: despite the tension, Creative and Production still need each other. Sure, Production can churn out content at lightning speed, but without Creative’s vision and ingenuity, it’s like a Ferrari without a driver – flashy, but ultimately directionless.

On the other hand, Creative can dream up the most brilliant campaign in the world, but without Production to bring it to life, it’s just a bunch of ideas and clever slogans stuck in someone’s imagination.

As so often, in rocky relationships money is involved. Tech helps Production to work cheaply – Creative is selling intangibles.

So, what’s the solution? Well, perhaps it’s time for Creative and Production to attend couples therapy – or in business terms, collaborate more closely than ever before. Instead of seeing themselves as adversaries, they should embrace their differences and work together to create something truly magical.

After all, in the world of marketing, the most successful campaigns are born from the perfect marriage of creativity and production prowess. So, here’s to hoping that Creative and Production can patch things up, reignite the spark, and live happily ever after – at least until the next marketing novelty comes along.

Some marketing consultants give great advice. But then you need to go further – a lot further. The work needs to be done to put that advice into practice.

Many essential projects identified in the advice just gather dust. I believe there’s a need for a different kind of consultant, who’s prepared to roll up their sleeves and actually do the work.

This is project management in marketing – PIM. Taking the mix of marketing services required and managing them through to achieve tangible objectives – from ‘soup to nuts’.

Businesses today are lean. Lack of resources is often quoted as the key issue why the implementation of strategies are delayed. And it’s not just any resource. Marketing management needs specialised skills and experience.

I’m a firm believer in the value of marketing planning and strategy. However, many businesses now set strategy to one side and go straight to tactics.

“However beautiful the strategy, you should occasionally look at the results.”

Winston Churchill

Marketing activities are sure to require a number of disciplines and services. Over time an organisation may have a need for services such  as:

• Research
• Surveys
• Design and print
• Web development
• Copywriting or scripting
• Video and audio production
• Data gathering and management
• Analysis and evaluation
• Point-of-sale
• Advertising
• Press and public relations
• Training

The list goes on. The question is, how are these ad-hoc services to be assembled and managed to deliver a cohesive marketing activity?

This is where project management in marketing provides an answer.

A provider who can not only provide first-class marketing advice and guidance, but will be there to manage any project ( or group of projects ) through – from ‘soup to nuts’.

Get in touch to learn more about project management in marketing