Top imperatives

for marketing

teams in 2024.

What’s inside:



Spotlight: How one senior

marketing leader is

experimenting with AI


Best practices: How to

drive AI adoption in

From
marketing departments


Roadmap: The most

impactful ways to embed AI

exploring to
into marketing work

Quick read

executing AI Marketing teams

 “The primary advantage we see “However, there is a considerable,
from AI is an enhancement of yet untapped, opportunity for us in
productivity; an increase in the automation and optimization. I
Spotlight speed and volume of our work,” believe this is where we'll make
said Adriana Gil Miner, Chief more significant advancements,
Marketing Officer at Iterable, the particularly in enhancing
AI-powered customer operational efficiency and

The Iterable communication platform.

effectiveness.”

marketing Adriana’s approach to AI serves as

a leading example of how
Recently, Adriana’s team used AI
to create, measure, and iterate a

team used AI marketers might strengthen their

most critical workflows—from
high volume of paid ads—aiming to
identify the highest performing
to double 
 organizing performance insights
to creating drafts of long-form
versions and drive pipeline.

lead capture content.

“Thanks to the collective

dedication of our team, and the
and bolster “The primary
productivity boost from AI, we
successfully tested nearly 200 ad
revenue advantage we see variations during the program. The
from AI is an results were nothing short of
extraordinary, with demo requests
increase in the
more than doubling and a
speed and volume of substantial upswing in pipeline
our work.”

generation,” Adriana said. 

Currently, the Iterable marketing You’ll hear more ideas from

team is using AI to accelerate Adriana throughout this quick
creative production, and it is read, alongside other learnings
starting to explore new ways to from Airtable customers on the
increase efficiency and ROI.

best ways to drive AI adoption

across all aspects of marketing
“We’re actively leveraging AI to work. Consider this a roadmap
help craft marketing copy and ads, (and a friendly nudge) toward
and we’ve started to explore the taking control of AI adoption
use of predictive AI, incorporating across your marketing org,
intent data from analytics tools keeping your team in lockstep
such as 6sense,” Adriana told while moving faster than ever.
Airtable in an interview. 

3 best practices to fuel

successful AI adoption

The explosion of AI to the forefront of

Map and connect existing
everyday work is forcing marketing leaders
workflows

to consider: How can I leverage AI to speed

up production, without siloing teams or If you’re already struggling with

breaking existing workflows? 

 disconnected workflows, you’re at risk of

exacerbating organizational silos by

Here are three best practices for adopting AI in an inconsistent or ad hoc

implementing AI in your marketing org:

fashion. For example, AI can accelerate a

wide range of individual tasks (creating

briefs, analyzing data, structuring

information), but if your organization is

already struggling to keep these workflows

connected, poor implementation of AI might

deepen the fractures between teams.

Prioritize implementing AI across workflows

that are already connected.

(Continued)

Embed AI into end-to-end Input connected data and

workflows
 quality information

Allow your team to choose between different Prompting AI with higher quality information
AI functionalities, and to chain these steps yields higher quality results. But, if your most
together across your entire workflow. For critical information (for example,
example, you might use different AI prompts to performance data, customer feedback,
ideate, execute, and deliver a campaign, relying campaign briefs, audience information,
on AI to: parse customer feedback; use that localization tactics, and channel
feedback to ideate new campaigns; create performance) lives in different places, the
content briefs for those campaigns; pull quality and relevancy of any AI output will
messaging from those briefs to publish across deteriorate. To implement AI effectively, you
different channels; and analyze channel must first connect your critical data and
performance to inform future strategies. This make it visible and accessible.
is an example of using AI to strengthen end-to-
end operations.
4 ways marketers can build
upon AI

Even with AI accelerating work and

Invest in prompt training
sparking new ideas, it’s up to the

people in your marketing team to and templates


remain the stewards of your brand
Relatively subtle tweaks to AI prompts can
and to maintain the quality and
achieve significantly more convincing
accuracy of your content.

responses. As Adriana puts it: “What has

Here are four ways to strengthen surprised me the most about AI,

the impact of AI adoption: particularly working with ChatGPT, is the

emphasis on upfront and continuous

investment in model training. The time-

consuming part isn't the generation itself

but rather the intentionality that is required

to ensure the output isn't subpar.”


Create crisp brand voice

and editing guidelines 


It’s a good idea to templatize prompts that

will bring consistency to your AI outputs.

For example, you might standardize

prompts that specify brand voice

characteristics, tone adjustments, and

editing guidelines, and use these prompts

to refine every marketing asset.

(Continued)

Rethink your
 Bring credibility,


feedback workflows
 accuracy, and urgency

Generative AI models are responsive to all It’s always necessary to allocate time and
kinds of feedback—from the very direct resources to fact checking AI-generated
(shorten this by 20%) to the more emotional content. This step in your process is also a
(make this sound more inspiring). As Adriana good opportunity to infuse urgency into your
says: “What I find especially interesting is deliverable—your team will have a better
Chat GPT’s responsiveness to emotional understanding of how current events (market
nuance. I really appreciate the way this model conditions, customer concerns, news
mirrors human-like communication, making updates) might relate to the content. And
the exchange less transactional and more including links to articles or recent research
conversational.”

will help bolster the credibility and timeliness

of your asset.
While this nuance is great for human
adoption, it’s not consistent with the way
marketers have historically given and
responded to feedback. Where previously,
comments might build upon other comments,
or ask questions of other stakeholders, the
single input/output communication with AI
does not allow for multiple perspectives. For
this reason, you will need to ask your team for
feedback in different ways—on things like the
brief, the prompts, the source material, and
relevant examples—before you turn to AI for
content creation.
How to embed AI across the
marketing supply chain
The supply chain is a framework for how distributed teams in any industry can improve focus, consistency,
repeatability and operational excellence. For marketing teams, leveraging AI to plan and execute campaigns
can be a game-changer, saving effort and keeping work on track. 

Here’s how Airtable AI works across the marketing supply chain:

Marketing supply chain steps Use Airtable AI to:

Suggest campaign ideas based on


Plan marketing past performanc
campaigns Match campaign ideas to related
business goals
Automate resourcing, prioritization, and
workback plan
Parse feedback and requests from
internal and external stakeholders

Generate content or creative brief

Produce marketing
Create the first draft of written asset
deliverables
Match drafts to your voice and ton
Automate stakeholder notifications

Localize content into key languages, ensuring

Distribute marketing consistent messagin
campaigns globally Add, tag, and recommend content in a DAM
using complex metadat
Automatically push assets to various channels
and markets

Analyze the regional adoption and execution 


Measure and report on of campaign
campaign performance Pull budget and performance data from
external sources, to more effectively show ROI
Analyze customer feedback and social
comments according to theme, sentiment, etc.
Airtable helps transform

mission-critical operations for

the world’s most important

companies.

Our platform allows teams to build apps and design

workflows, without sacrifice. We bring connection 


and efficiency to the technologies that teams rely on

daily, and we inspire organizations to imagine what’s

possible when they can move quickly together.

Whether it’s managing roadmaps for the world’s most

innovative products, launching marketing campaigns 


at a global scale, or tracking job applicants to conquer

what comes next, it all happens in Airtable.

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