#403 | We asked six B2B marketers a simple question: what’s the most creative way you’re using AI in your process right now? What tools you reach for, which prompts you run, and where you refuse to relinquish control to AI.

Each marketer shared their best creative AI workflow, from start to finish. Then, they answered questions live.

What you’ll walk away with:

Six real creative workflows you can steal – from brainstorm to final production
The specific tools that have earned a place on these teams (and the ones that got cut)
When to trust AI for speed and when to protect the work with human judgment

Speakers:

Josh Mendelsohn, Pendo: Turn your persona research into a prep doc sales looks forward to
Caitlin O. Bigelow, Blazel: Build a lead magnet that grades a year of LinkedIn posts against 30,000 peers
Alexandra Franco, Empact: Turn hiring posts and public signals into a plan for reaching your ICP
Jessica Rosenberg, Gamma: Build one Skill file that lets any team member prototype an on-brand landing page
Mike Fredrick, Walker Sands: Refresh campaign creative by testing 200 AI models at once
Maya Shah-Ceccotti, Passage Health: Turn your positioning into the context every AI tool starts from

Timestamps

(00:00) - Intro: making more content without losing creativity

(05:30) - The survey: more content, but only 18% think it’s better

(08:52) - Josh, Pendo: an AI skill for sales call prep

(15:37) - Caitlin, Blazel: AI lead magnets and a LinkedIn report card

(22:00) - Alex, Empact: an AI chain to find and qualify accounts

(29:44) - Jessica, Gamma: a brand skills library for the whole company

(36:37) - Mike, Walker Sands: node-based AI production

(43:50) - Maya, Passage Health: nine positioning questions behind an AI system

(48:55) - Voting on the winning play

(50:04) - The Exit Five community and the Experts Network

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Brought to you by:

Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.

Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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AI-assisted creativity: 6 plays from real B2B teams (Exit Five Live)

The Dave Gerhardt Show (from Exit Five)

AI-assisted creativity: 6 plays from real B2B teams (Exit Five Live)