AI + Marketing Examples

fighting my FOMO. End of best practices.

Everyone thinks that AI is a big deal for B2B marketing, but nobody really knows how it’s going to shake out.

Let me be clear. I don’t have the answer.

I'm just a 42-year-old trying to adjust to this new world. I'm reading and talking to smart people who say that becoming “AI-Native” is an imperative in all aspect of business and marketing:

• VCs are telling us AI or Die.

• Elena Verna explains how legacy SaaS will struggle to keep up with fast-moving AI Native employees and companies.

• Manny Medina says we need to turn up the volume to 11 on agentic experiences.

• Kipp Bodnar told me he's gotten 10x more productive with AI (I'm probably around 1.5x). He’ll be on my podcast next Thursday.

I feel my blood pressure increase as see this stuff. The FOMO hits hard.

But I also agree 100%.

I know that I need to unlearn all the "best practices" and "playbooks" of the last 15 years. The frameworks that got us here won't get us there.

I'm optimistic overall. I'm glad we finally have something NEW in marketing.

If this plays out in the positive ways, we'll have a lot more creative leverage. Taste and customer understanding will be the only thing that matters. We'll remove barriers and specialized skills. We'll be able to do really creative and interesting work.

But right now? We're all just figuring it out in real time.

The FOMO is real. The opportunity is real.

The Problem: All Vision, No Receipts

Here's what I'm finding: most of the information is very high level.

It strikes me that it’s impossible for anyone to be a true expert. Nothing is battle tested. Everything is experimental.

A bunch of people saying "vibe marketing" or "use AI or die" but not really showing the how to transition.

So it's this painful mixture of FOMO, excitement, and lack of concrete examples.

That's why I'm on a mission to find real examples of AI in B2B Marketing.

The Examples I'm Studying

I really appreciate the people who are sharing actual experiments. I’ve started to collect the examples that pique my interest.

Here’s what’s in my AI + Marketing folder so far:

• Tom Wentworth's “vibe coding for marketers” experiments. He build a game, a lead magnet, and a fully customized 1:1 landing page for Anthropic. He’s posting about these experiments and sharing how to videos.

• PJ Accetturo created an insane AI commercial for Kalshi that aired during the NBA Finals. This was the first “holy crap” moment for me with AI video and how it’s likely to change advertising. All the shots are made with Google’s Veo video generation model. PJ even shares a couple of the prompts used in this X thread.

• Stan Rymkiewicz 1:1 personalized ABM Ads experiment. Stan built a tool to generate personalized ad creative for 100 target accounts and run a $10K experiment on LinkedIn Ads. Stan is honest that the experiment didn’t pencil, but I think it’s a great example of on many levels. Stan built a custom Figma plug-in using AI to power this campaign.

• Kipp Bodnar (HubSpot CMO) shared a super specific approach to creating content for LLM Search. He even gives access to the custom GPT he built. Everyone is talking about LLM Search optimization or AEO, but this actually shows how you can take actions:

• This LA Dentist who is making AI Bigfoot vlogs for social media. You’ve probably seen these. AI video is going to unlock some hilarious, creative marketing like we’ve never seen before. It will even be accessible to small local businesses.

• Amir Ariely created this AI generated ad for Liquid Death (on spec). Another amazing example of what’s possible with AI video. This is already getting very popular in B2C. There must be an application in B2B as well.

• Ant Mancini created this a community-source prompt library for visual design examples at Prompty.me. With MidJourney, ChatGPT, and others getting way better image generation in the last few months, it’s very helpful to see how visual designers are prompting AI. I think lots of these principles can be applied to marketing. Everyone is talking about text generation, but image generation is going to be huge.

• Tim Davidson is clearly have fun with AI video on LinkedIn. I love watching people do this kind of tinkering. Tim has a series of these fun videos where his characters are running around in space suits talking about B2B marketing.

Help Me Find More?

If you're doing something real with AI in marketing, I want to learn from you.

Reply to this email with:

• What you're experimenting with

• What's working (and what isn't)

• Specific tools and workflows

• Results you can share

I'll feature the best examples in future editions.

We need more practitioners sharing the messy reality, not just the vision.