The most useful things B2B marketers built with AI this week
The Most Useful Things B2B Marketers Built With AI This Week
There is no ignoring it. AI is here to stay as a fundamental tool for us marketers.
I’d like to think it’s like getting access to fire. Or the internet. Or having an iPhone for the first time.
I’m an optimist and so this is a super exciting time – I get to re-think everything I know about marketing now with the power of AI alongside me.
But man is it impossible to keep up. Opening my laptop and popping open LinkedIn often leaves me more confused. What’s real? What’s not.
Our goal with my newsletter has always been to give you specific, practical stuff from real B2B marketers. People just like you who are doing the work inside of actual companies every day.
And I think AI is one of those topics where the gap between what gets posted online and what’s actually useful inside a marketing team is pretty wide.
So this week I asked our community:
What’s something you’ve built with AI that has actually made a meaningful impact on your marketing? Not a side project. Not a prototype sitting in a folder somewhere. Something you built, integrated into your business, and are still using right now (here’s the discussion if you’re interested).
In the interest of sharing real, specific, useful stuff, here are four examples from B2B marketers this week. These aren’t insane. They aren’t magic pills. The GLP1s of B2B marketing (yet). But I hope you read through them and the next time you sit down to work on a project, you start by thinking AI first.
1. An AI-powered lead routing system that cut response time by 75%
Brandon built a HubSpot workflow integrated with ChatGPT to solve a problem every demand gen team knows: someone fills out your generic contact form, and now you have to figure out which business unit they belong to and who should get the lead. His team was looking at pages visited, form submission context, and content consumed to try to route leads, but when that data wasn’t enough, the lead would sit there waiting for someone to manually review it.
His fix: he added ChatGPT into the workflow to analyze the comments left in the form and determine intent and business unit automatically. Speed to lead went from over 4 hours to under 60 minutes. For most B2B companies, the difference between a 4-hour response and a 1-hour response is the difference between a conversation and a lost lead. Your competitors are in that person’s inbox while you’re still routing.
2. A full client research OS built on custom agents
Derek built something I think a lot of marketing teams and agencies would want right now. He described it as an internal OS: a sequence of custom AI agents that takes in everything from a new client (discovery call transcripts, intake forms, documentation) and combines it with external research to automatically produce a competitive analysis, digital audit, and a detailed brief.
Then a second layer of agents fires based on what the brief calls for. Need a social content plan? A GTM playbook? A crisis response plan? The system drafts it. Then the human steps in to apply strategic judgment, layer in their sector expertise, and take it the rest of the way.
Think about how much time your team spends on the research and first-draft phase of any new engagement or campaign. That’s the part that eats weeks. Derek compressed it into hours. The human still does the thinking that matters, but the AI handles the assembly. That’s the model.
This is one of my favorite use cases right now, and I’ve talked to a bunch of people about this recently, including Uzair Dada on a podcast last week that will be out soon. Why wouldn’t every company have their own internal OS with all of the inputs that marketing would need moving forward?
3. A free tool for lead gen without having to wait for a web developer.
Mike built an entire web app with Claude Code (with no coding background, worth noting) that lets anyone type in a B2B brand and instantly see its visibility in ChatGPT, what product categories the AI associates it with, gaps versus competitors, and the most-cited URLs in their category. All based on a database of 100K commercial prompts updated monthly.
Here’s the smart part: the tool is free. It’s genuinely useful. And it’s the top of his funnel. Every person who uses it is a potential customer for his consulting business. This is the AI version of the classic B2B play: build a free tool that solves a real problem, and let it do your prospecting for you. Except now you can actually build the tool yourself in a weekend instead of needing an engineering team and a six-figure budget.
Another great example where AI can add a ton of value. Help you create better lead magnets. Is this finally the end of the PDF?!?
4. Automate your event lead list so reps can start selling before the conference starts.
Christina built an automation using Claude with HubSpot and ZoomInfo connectors to handle conference lead lists. If you’ve ever been on an events team, you know the pain: you get a pre-attendee list from the conference organizer, and then it’s a manual scramble to enrich the data, tag accounts, check what’s already in pipeline, assign reps, and get outreach started before the event. That process used to take multiple people across marketing ops and sales ops days of work.
Her system automates the whole thing. It enriches contacts with ZoomInfo data, flags accounts already in pipeline, identifies net-new opportunities, assigns the right sales rep, and gets them ready for outreach. The team went from spending days on list prep to having it done automatically. For any company running 5, 10, 15 events a year, that’s weeks of manual work eliminated.
What have you built that’s actually made it into the mix in your marketing?
Hit reply and tell me. I want to hear what’s actually working inside your marketing team right now, and maybe we’ll feature your example in a future newsletter.
– Dave
P.S. If you want to see the full thread with all the examples, it’s live in the Exit Five community right now.
