#136: AI | How To Use AI In B2B Marketing (with Jessica Hreha)

Dave is joined by Jessica Hreha. Jessica is the Head of Marketing AI Strategy & Transformation at Jasper. Previously, she was the Head of Global Integrated Campaigns & Content Strategy and Founder of VMware Marketing AI Council at VMware. They discuss everything AI in B2B Marketing, such asHow to use AI to ideate and refine your creation processUse cases for AI beyond copywritingWhy you need dedicated in-house AI championsWhat Jasper is doing to improve customer engagement with AITimestamps(00:00) - - AI Guidelines and Ethical Adoption (05:19) - - Confronting Resistance to AI in Content Creation (07:37) - - Time and productivity savings (11:08) - - Content Production 101: Outlining and Customization (16:13) - - Unlocking Decision-Making Potential with AI (18:30) - - Measuring Productivity and Savings (24:05) - - Transitioning Careers: From Content Marketing to AI Program Direction (27:16) - - Challenges of Implementing AI in Organizations (30:10) - - Standardizing and structuring delivery plans (33:43) - - Broadening the Role of AI in Marketing Operations (35:54) - - Enhancing Marketing Efficiency Through AI (38:23) - - Exploring AI's Role in Negotiation (41:51) - - Closing Remarks and Invitation for Future Collaboration Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more