Using ai as a marketer is both excellent and terrifying. I'm choosing to embrace the change and use AI to improve our capability to execute. There are some obvious ways we're using AI on my in-house marketing team, and a few that might inspire others so I'll focus on just a few examples.
We have a company-wide AI tool that enables a ton of what we're doing. It uses multiple different models and can see across most of our organizations applications. It's also got Skills and Agents, so we're a bit spoiled. Here are 3 examples of how I use AI with my marketing team.
- Content marketing plan fueled by content repurposing (I'm big on this).
- Channel performance measurement, evaluation, and visualization.
- Playbook generation for content assets like guides, white papers, and webinars.
Content marketing execution
We spent the first 5+ months of 2026 publishing 2-3 articles per month that were created using our virtual user conference content from November 2025. These were guided by our SMEs and fine-tuned by human hands, but the first draft always came from AI. Claude at the time.
We started with building a skill to evaluate transcripts from the recorded session content. Then we provide some additional context for the type of article we want to produce, from which perspective or topic stance, and any new product updates that have gone live.
In each article, we build a funnel and in-line CTA (Johnson Box Ad call-out) to sign up to watch the original session video. Lead capture.
From each article, we then create 6+ social media posts and do organic social promotion for 6-8 weeks depending on performance. Traffic.
We also promote the articles via our monthly email newsletter.
Channel performance measurement, evaluation, and visualization
Not all our systems connect natively yet, so we're manually exporting performance data from Advertising channels, Email Marketing, Events, and Website Traffic & Organic Lead Gen channels.
Then we created a Skill that evaluates the data based on our preferences for lead generation quantity within a very finite budget, typically on a monthly and quarterly standpoint.
Our visualizations have been ok so far, kinda standard charts and figures. But it's been incredibly useful for building reports that get put in front of our executives.
Playbook generation for Sales & BDR marketing lead follow-up
We use a lot of content to generate leads. Specifically PDF content and webinars.
We created a skill that evaluates each asset, extracts the main take-aways (gold nuggets of info), and creates a 40 day phone and email follow-up plan with examples of email copy and phone/voicemail scripts. The goal here is to help both our BDRs and our AEs follow-up on leads more quickly and more empowered.
This has only just launched, so I hope to have some good data to evaluate for optimizations.
