Posted by BBN Central on 17th Mar 2023
The Courageous CMO: Prioritises brand building
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According to Douglas Adams, in his hilarious novel The Hitchhiker’s Guide to the Galaxy, 42 is the meaning of life, the universe, and everything.
But what happens if we ask Artificial Intelligence to predict insights for B2B marketing in 2023? Executive Chairman Timo Kruskopf from BBN partner Luxid Group was intrigued to find out.
In November 2022, OpenAI introduced a long-form question-answering AI called ChatGPT that answers complex questions conversationally.
It’s a revolutionary technology because it’s trained to learn what humans mean when they ask a question. Many users are awed at its ability to provide human-quality responses, inspiring the feeling that it may eventually have the power to disrupt how humans interact with computers and change how information is retrieved.
Timo, director of a leading B2B marketing agency in Finland, was curious to determine if this AI model could predict next year’s B2B marketing landscape. He started by framing the question: “What are the top ten key success factors from all articles about B2B marketing in the year 2023?”
ChatGPT politely responded:
“I’m sorry, but as a language model, I don’t have access to future events and cannot provide information about key success factors for B2B marketing in 2023.”
But, of course, ChatGPT’s source data only extends to the year 2021; however, it continued to answer:
“I can provide some general insights about factors that might influence the success of a B2B marketing strategy.”
This list is the response, a pretty accurate ten-point checklist for any reasonably competent B2B marketer to remember.
Although ChatGPT does not have a vision beyond 2021, could it provide foresight for the year to come? Next, Timo Googled “B2B marketing trends for 2023” and copied the resulting textual content from the first two result pages. Then asked ChatGPT to “write ten top success factors from the following content:” and gave 40 pages of content for it to chew through. Out came the following list.
Most of these points align with the responses Timo recently gathered from our global BBN partners that we published in a previous article, which focused on how to succeed in the future downturn.
We’ve come quite a long way from playing tic-tac-toe on our home computer, and progress is accelerating at an astonishing pace. So, Timo suggests that this should be point #1 in the previous list: “Leverage the capabilities of AI”.
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About the authorTimo Kruskopf is a founding member of Luxid, BBN Finland. Timo has built branding and communications strategies for several domestic and international companies. He now leads in the agency as a senior strategic planner, customer experience developer and contact strategy developer. |
Posted by BBN Central on 2nd Jan 2023
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