How B2B Marketers Are Actually Using AI for Content

#278 Content | In this episode, Dave brings together five B2B marketers who aren’t just talking about AI, they’re actually using it to change how their teams work. Each finalist from the Exit Five x Walnut AI Sessions takes the (virtual) stage to demo their workflow, share results, and answer questions from the judges.Here’s what you’ll hear:Jillian Hoefer’s “content concierge” GPT trained on proprietary research to surface stats, quotes, and data for blogs, sales decks, and thought leadershipJake Heap’s workflow using Meshy + VEO 3 to turn a simple mascot into animated 3D brand characters in minutesJessica Lytle’s no-code ROI calculator built in Lovable that sales reps now run live on calls to build business casesUgi Djuric’s high-volume content engine that scrapes industry news and sales call transcripts, then uses AI to summarize, generate content ideas, and even score leadsAnton Ruis’ AI-powered buyer brief builder that pulls real-time economic data and tailors sales messaging to specific personasIt’s part workshop, part competition, and packed with creative, tactical ways to put AI to work in B2B marketing today.Timestamps(00:00) - – Dave kicks off in a tux (01:35) - – Record-breaking registrations (02:13) - – Meet the judges: Benny & Jess (07:01) - – Jillian’s “victim of repurposing” intro (07:41) - – Building a “content concierge” GPT from research data (09:05) - – Injecting stats + quotes into blogs and decks (13:01) - – How one report fueled 9+ months of content (18:01) - – Jake on bringing AI into marketing ops (19:24) - – Turning a mascot into a 3D character with Meshy (20:09) - – Animating it in VEO 3 (no designer needed) (23:24) - – Cutting animation time from weeks to minutes (27:38) - – Jessica builds a no-code ROI calculator in Lovable (30:47) - – AEs use it live on sales calls (31:31) - – Adding benchmarks + transparency to ROI math (38:49) - – Ugi’s AI engine scrapes + summarizes industry news (41:06) - – Training custom GPTs on expert insights (47:46) - – Anton’s real-time buyer briefs from economic data (50:21) - – Tailoring briefs for CROs, enablement, PMMs (54:05) - – Judges crown the winning use case + Dave’s wrap-up 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