#136: AI | How To Use AI In B2B Marketing (with Jessica Hreha)

Dave is joined by Jessica Hreha. Jessica is the Head of Marketing AI Strategy & Transformation at Jasper. Previously, she was the Head of Global Integrated Campaigns & Content Strategy and Founder of VMware Marketing AI Council at VMware. They discuss everything AI in B2B Marketing, such asHow to use AI to ideate and refine your creation processUse cases for AI beyond copywritingWhy you need dedicated in-house AI championsWhat Jasper is doing to improve customer engagement with AITimestamps(00:00) - - AI Guidelines and Ethical Adoption (06:38) - - Confronting Resistance to AI in Content Creation (08:56) - - Time and productivity savings (12:27) - - Content Production 101: Outlining and Customization (17:32) - - Unlocking Decision-Making Potential with AI (19:49) - - Measuring Productivity and Savings (26:42) - - Transitioning Careers: From Content Marketing to AI Program Direction (29:53) - - Challenges of Implementing AI in Organizations (32:47) - - Standardizing and structuring delivery plans (36:20) - - Broadening the Role of AI in Marketing Operations (38:31) - - Enhancing Marketing Efficiency Through AI (41:00) - - Exploring AI's Role in Negotiation (44:28) - - Closing Remarks and Invitation for Future Collaboration 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