In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge. Key Takeaways: AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations. The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial. Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive. A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success. Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.

1. MASTER
CLASS
VANCOUVER, BC ~ APRIL 25 - 26, 2024
DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
Driving AI Competency:
Key Considerations for
B2B Marketers
Rosemary Brisco
PRESIDENT
TO THE WEB

3. 40%
higher
productivity
AI drives productivity
Only 3.7% of Canadian businesses have deployed AI in any capacity.
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25%
faster
12%
more tasks
completed

4. Ask yourself…
how can marketing
be more productive?
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5. More productive marketing
through…
• Building your brand
• Analyzing sales data
• Personalizing at scale
• Building pipeline faster
• Creating amazing images
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6. Where do you start?
Embrace an AI-first mindset.
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• Learn AI strengths and limits
• Build your prompting skills
• Find use cases + set strategy
• Train team on risks and ethics
• Map to lead potential
• Embed AI into current processes

7. How do you…
Pick the right projects?
• Start small, automate social media content ideas and notes.
• Measure performance against a metrics framework.
• Identify high ROI pilot projects that impact pipeline.
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8. Select projects by gathering input
on a shared Google Sheet.
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https://bit.ly/ai-shared-workbook totheweb.com

9. Establish
an internal AI Council.
ChatGPT’s initial use in marketing,
highlighted its usefulness.
• Form the AI dream team
• Implement employee AI guidelines
• Secure budgets
• Kickstart pilot programs
• Showcase success
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10. Secure Budgets.
Equip teams for success.
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MARKETING BASICS
ChatGPT Teams
Perplexity
MS CoPilot, Writer, or
Grammarly
Fathom Notetaker
Beautiful.ai
FOR SALES
ChatGPT Teams
Perplexity
MS CoPilot
Fathom NoteTaker
Beautiful.ai
Gong.io
Sybill
FOR DESIGNERS
ChatGPT
MidJourney
Runway
Descript: video editing
OpusClip: short clip videos
ElevenLabs (voice gen)
Beautiful.ai
Photoshop
$1,760/pp/year $2,400/pp/year $1,740/pp/year totheweb.com

11. Build Pipeline with
AI-enhanced Marketing
#1 Track
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12. Changing how we
analyze market data.
Crunch vast amounts of marketing data to
uncover trends.
• Customer journey mapping: Tailor strategies
based on customer behavior insights.
• Forecast future customer behaviors and predict
customer lifetime value.
• Lead scoring and prioritize high-value leads.
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Conduct a
comprehensive
analysis of campaign
performance across
various channels to
optimize future
marketing budgets.
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13. • Focus on Channel Optimization: In 2004, concentrate on making the most of current channels
by understanding customer preferences and improving engagement.
• Marketing and Market Trends: From 2025, ramp up marketing efforts, paying special attention
to digital channels and staying abreast of evolving market trends.
• Product Innovation and Expansion: In 2026, focus on diversifying your product range and
exploring new markets for expansion.
• Strengthening Partnerships: By 2027, renforcing partnerships and leveraging data analytics will
be crucial for gaining insights and improving operations.
• Omnichannel and Strategy Adaptation: In 2028, ensuring seamless integration across all
channels and continuously adapting strategies based on ongoing performance and market
feedback will be key.
Sales forecasting
for different growth scenarios.
8,000+ rows of data
• 3 years of historical data
• revenue by store
• by month
• by device
• by channel
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14. Keywords:
Find co-occurring words
within a given text.
We evaluated over 10K keyword phrases to
find common words within each phrase.
With this data, you can:
• Optimize keyword strategy
• Budget allocation and ROI analysis
• Ad copy and content optimization
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15. Prepare your data
for deeper analysis.
Go beyond pivot tables: Analyze complex datasets
Upload a clean data file
• A “clean” dataset is well-organized, and formatted consistently.
• Add “Run appropriate diagnostics and report the results, including the p values"
Your prompt should asks all the questions you think are possible
• Tell the AI the format you want the data returned to you.
• Or ask the AI to tell you the trends it sees.
Continue a back and forth dialogue until you get the answers you are looking for.
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16. Global Reach.
Local Touch.
Localize content with language translation
• gain a competitive advantage
• Fast global expansion
• Consistency across marketing channels
• Tailor products to local markets
• Optimize content using region-specific text
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Embrace Local
Tailor dialects,
nuances, and
expressions across
every asset.
Include this language in your prompt:
Translate this text into Spanish, specifically using expressions and dialect
common in [specify the region or country].
Adapt the idioms and colloquial language to fit the local linguistic and
cultural context of that region.
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17. Create targeted content from sales
conversation.
When sales uses tools like Gong.io
and Sybill, marketing can craft more
effective content by leveraging
insights from sales conversations.
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Use pitch coaching reveals
customer objections
Pitch coaching enables marketing
teams to uncover key customer
objectives and pain points,
enhancing strategy precision and
impact.
AI-powered
Content insights and pitch coaching.
Salesperson: “Our meeting note-taker app can save your team a lot of time. Interested?”
Prospect: “It does sound helpful, but our budget is really tight.”
Salesperson: “I get that, It’s an investment in efficiency. What if we start with a no-cost
trial?”
Prospect: “Even for trials, we have a lengthy approval process. It could take months.”
Salesperson: “We’re familiar with such processes and can provide all the necessary
documentation to expedite approval. Let’s set up a demo to see if it`s worth pursuing?”
Prospect: “That could work, but it’ll still be a hard sell to management.”
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18. Scale personalized email campaigns
with list enrichment.
Clay.com
Enrich lead data from multiple sources.
• Target potential customers based on criteria
• Enrich the lead data using LinkedIn profile
• Generate personalized outreach emails
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Smartlead.ai
Once leads are enriched in Clay, you can send
personalized AI-enriched emails through
Smartlead’s platform.
• High deliverability
• Great for warming up cold leads.
Clay and Smartlead work together through a seamless integration that significantly
enhances the efficiency and effectiveness of cold email campaigns.
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19. Tailor content creation
Scenario
Your analytics show that videos
generates 30% increase in leads for
product demonstrations compared to
text-based content.
Action
Shift to more video content
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Optimize social posting times
Scenario
Social posts published on weekday
evenings result in 50% more engagement
and 35% more leads than those posted at
other times.
Action
Schedule posts for peak engagement times.
Increase engagement
and conversion rates.
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20. totheweb.com 20
Cut costs.
Boost Productivity.
#2 Takeaway

21. You could…
automate content creation.
But don’t!
You’ll get content that’s bound to be
disappointingly broad.
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22. Source
Quotes
+
Sources
Create a
Content
Outline
Write
First
Draft
Build
Personas
Find
Ideas +
Topics
Map
Pain
Points to
Personas
Conduct
Online
Research
From…
Concept to Content.
One session – You’re done!
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Turn content creation into an efficient, consistent task through tailored prompting.
BRAINSTORMING →
You are an expert marketing
strategist. I want you to
brainstorm with me before I write
a 2K-word blog post on
cybersecurity.
The goal is to educate customer
to new threats to their network.
Give me the topics and subtopics
that I should cover in priority
order.
Separately, list all the topics we
could cover on cybersecurity as it
relates to 2024
What else can you suggest we
include?
IDENTIFY PAIN POINTS →
List the top 5 pain points our
customers are facing as they try
to keep their networks safe from
bad actors.
Think about our personas <insert
details>.
Search Bing and list the recent,
high-profile case studies we
should present.
Include highlights from recent
news stories that cite
cyberattacks.
Include source URLs.
KEYWORDS →
In a table format, show the high-
value keywords, both long and
short tail, that relate to each of
these topics above.
I'm looking for the phrases that
someone would use into Google.
These keywords should include
verbs.
Include all the knowledge from
above.
ONLINE RESEARCH →
What topics, subtopics and
keywords are we missing in our
brainstorming exercise above that
are found on our competitor
pages? Here is our page:
https://www.juniper.net/us/en/solutions/ne
xt-gen-firewall.html
Based on competitor URLs what
should we include in this new
post that will improve on the
content that they are providing?
https://www.horizon3.ai/vulnerable-not-exploitable/
https://www.forcepoint.com/product/zero-trust-cdr
https://www.paloaltonetworks.com/prisma/cloud/cloud-
native-application-protection-platform
Search Perplexity for stories,
and add them to this discussion.
OUTLINE + 1st DRAFT
1. Develop a Content Outline: Use the
provided information to craft a content
outline that highlights the key assets.
Ensure the inclusion of clear CTAs.
—--
2. Include the knowledge from above
and write intro paragraphs for XX
section. Incorporate keywords and topics
from the provided material. Ensure
paragraphs to not exceed 2-3 sentences,
supplemented by relevant subheadings.
Focus on using active verbs and long-tail
keywords that match potential Google
searches. Include examples of
cybersecurity attacks.
The power of
iterative prompting in a new framework.
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24. Can you use AI for keyword research?
Is it accurate?
AI outperforms traditional tools.
It analyzes massive data sets and
predicts trends.
• AI understands search intent.
• Quickly updates suggestions
based on changing search
behaviors.
• Finds niche keywords efficiently.
Incorporate topics and keywords
provided by Wordcrafter.io
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25. 25
Uncover content blind-spots +
competitor gap analysis
Right content—right audience
Determine topics not covered in
your content that could be
important to your audience or
industry.
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26. 26
Article Analysis
Analyze one or multiple
pieces of content
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Recommendations

27. Hallucinations.
AI tools lie very convincingly.
They cannot separate fact from fiction.
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28. Stay on brand —
every time.
Stop typing the
same prompt
instructions over
and over and get
significantly better
responses.
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Maintain Brand Consistency:
Custom Instructions.
Part #1
Describe your company’s messaging and who you are. Create a custom instruction for all
employees so they have one consistent voice.
Part #2
When you modify content, tell me why you changed it.
Prioritize Accuracy and Logical Arguments: Ensure responses are factual and logically
coherent.
Simplify and Explain Complex Topics: Provide detailed explanations that make complex
information understandable.
Explore Innovative Ideas and Multiple Viewpoints: Present a range of ideas, including
innovative and contrarian viewpoints.
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29. Some people are getting great results.
Why? Two words: refinement prompts.
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Content Improvement
• continue (if response feels incomplete)
• summarize (one of its best features)
• be more concise, expand
• rewrite or rephrase this response
• go into detail on point XYZ above
• give at least two examples
• include these keywords <insert keywords>
• make the content come alive, be bold
Formatting and Organization
• prioritize into bullet points
• create in a table format
• explain step by step
Tone and Style
• write in a persuasive tone-shown on XX page
• suggest a strong call to action
• write in the style of The Atlantic
• act like a storyteller, imagine you are XYX
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30. • Specify texts for style or content alignment.
• Mark different parts of your request clearly.
• Instruct the AI to ask clarifying questions.
• Request explanations for AI responses.
• Define AI's role, "Explain as an expert in
[topic]."
• Highlight key aspects for focused attention.
• Provide 2-4 examples for context.
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• Use example-driven prompting where you
provide 2-4 examples for the bot.
• List steps for complex tasks to guide the AI.
• Summarize past interactions in ongoing
conversations for context
• For large documents, request summaries in
sections, followed by a final summary.
• Break large requests into smaller parts.
• Tell it what it should and shouldn’t do.
If the bot gets
stuck, ask it to
help you ask
the right
questions.
Advanced
Techniques.
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31. You are a [TYPE] expert.
Write a 3-part sequence email chain [WHAT] nurturing prospects [GOAL] to promote three different
pieces of content. Include an email subject line.
Each email will feature one content piece [CONTENT #1],[CONTENT #2], [CONTENT #3]
The audience is [AUDIENCE] in the [INDUSTRY]
The Call-to-Action for each email is to [CTA].
The company sending the emails is [COMPANY] and it does [BRIEF DESCRIPTION]
The tone should be [TONE] and [TONE] Write with variable sentence length.
→Include a short content brief for even better results.
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Example prompt:
Write a 3-part email campaign.
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32. State the problem: Optimize the budget for a marketing campaign for adults aged 25-35.
Process: List key factors, like ad platform choice and audience demographics.
Solution: Outline a strategy, detailing budget across platforms based on performance data.
Evaluation: Describe how to measure success and adjust the strategy to maximize ROI.
Final Recommendation: End with a clear, actionable budget proposal based on your analysis.
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Example prompt:
Chain of thought.
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33. The future of search
Preparing marketers for the next wave.
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34. Shifting search trends:
The AI impact on Google usage.
Take our poll
How has the frequency of your
Google searches changed since
you began using AI tools?
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Decreased by > 25%
Slightly decreased <25%
No Change
Increased
43%
30%
26%
0%
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35. Organic traffic growth
is slowing down.
After many years of double-digit
organic growth, we are now
experiencing a downward trend,
signaling a gradual slowdown.
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36. Monitor how your company appear across
different AI platforms.
• Use AI-specific SEO for improved visibility.
• Refine content for AI interactivity and user
engagement.
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How does…
your brand show up?
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37. 37
$35/lifetime
How does your brand show up
across top AI tools?
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38. LLMs' vast training data and safeguards limit drastic
post-training content changes, but optimized
content may gradually influence their outputs.
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• Designed for slow, steady changes
• It’s going to be very hard to prove LLM
optimization tactics work.
Boosting your
company's online
mentions may
positively influence
LLMs.
Can you optimize an
LLM to return your content?
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39. How can
content marketers adapt?
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Prioritize AI-friendly content
Answer common questions with
clear, succinct answers
Structure content for AI
Use question-based headings
Implement schema markup to guide
AI understanding
Optimize for featured snippets with
direct responses
Maintain technical SEO with clear
navigation and robust internal linking.
Optimize for Conversational Search
Write conversationally, as people
speak. Match what people search for.
Use actionable verbs like "shop,"
"find," "download" to align with search
intent.
Use question-based headings and
subheadings.
Before:"Best strategies for increasing
website traffic."
After: "What are some effective
strategies for increasing
website traffic in 2023?"
Leverage AI for insights
Use AI for advanced keyword
research, targeting long-tail and
conversational phrases.
Generate creative content ideas
addressing customer pain points.
Gain deeper audience insights and
run sentiment analysis.
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40. Identify Content-Rich Pages - Select
pages well-suited for FAQs like blogs.
Generate FAQs via ChatGPT - Input the
URL and request FAQ schema creation.
Review & Edit - Verify and fine-tune.
Embed Schema - Use ChatGPT’s schema
markup in your webpage HTML.
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What is the easiest way to
create FAQ schema?
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41. 95% of what marketers use
agencies, strategists and creative
professionals for today will easily,
nearly instantly and at almost no
cost be handled by the AI.
Sam Altman, CEO, OpenAI
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42. /imagine: attractive asian women college student,
smiling, confident, designer green jacket,
daytime_campus setting, holding iphone
/imagine: attractive black women college student,
smiling, confident, designer black jacket,
daytime_campus setting, holding iphone
/imagine: attractive black women college student,
smiling, confident, designer hooded pink sweatshirt,
daytime_campus setting, holding iphone
Original prompt Variation Variation
Images
Photorealistic people – variations.
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43. Web Banner Ads
First draft layouts ready for Photoshop.
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44. eCommerce Layouts
First draft homepage.
eCommerce layouts
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45. 45
Product and Packaging
Concepts.
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46. Stay in touch
Follow Rosemary Brisco | LinkedIn
Visit us: totheweb.com
- Sign up for “The Prompt”
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47. totheweb.com