#115: AI | Betting on AI in B2B Marketing (with Paul Roetzer, Founder, Marketing AI Institute)

Paul Roetzer is a marketing AI expert and educator with 20+ years of experience in the marketing industry. He is the founder and CEO of Marketing AI Institute, a media, event, and online education company that makes AI accessible, approachable, and actionable for marketers and business leaders. He is also the co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business, a book that explores the impact and opportunities of AI on marketing.Paul shares his journey from building a successful marketing agency (PR 20/20) and being an early adopter of inbound marketing as HubSpot's first official partner to now today building the Marketing AI institute. Paul talks about why he's bullish on AI for B2B marketers and shares examples of how AI has streamlined tasks for his podcast, from scripting to content distribution. Check out the Marketing AI Institute's "AI for B2B Marketers Summit" coming in June.The conversation covers practical applications of AI in marketing, strategies for using AI tools effectively, and the broader implications of AI in the business world.00:00 - Introduction: Guest Introduction and Episode Overview01:30 - Paul Roetzer's Early Ventures into Information Products03:00 - Success with the Agency Academy and Course Series05:00 - Inventing a Point Pricing Model for Service Companies07:00 - The Decision Against Building a SaaS Product09:00 - The Importance of Building an Audience for Memberships/Courses12:00 - Paul's Journey into the World of AI15:00 - Establishing the Marketing AI Institute: Media, Events, and Education18:00 - Explosive Growth of the AI Introductory Class21:00 - The Emergence of ChaTGPT and Its Impact on AI in Marketing25:00 - Challenges Before AI Breakthroughs in Language and Image Generation28:00 - The Evolution of Paul Roetzer's Career and Focus on AI Literacy32:00 - Transitioning from Service Business to Content Membership Model35:00 - The Launch and Unexpected Success of the Podcast38:00 - Implementing AI in Podcast Content Strategy and Creation41:00 - The Significance of AI in Today's Marketing Landscape44:00 - How Enterprises Are Adapting to AI Tools47:00 - Practical Applications of AI in Marketing and Content Maximization50:00 - The "Smart Intern" Approach to Using AI Creatively53:00 - Paul Roetzer’s Tips for Utilizing AI Language Models Like GPT-456:00 - Discussing the Future of AI in Marketing and Business Operations58:00 - Conclusion: Final Thoughts and Upcoming AI Events Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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