AI Changed Everything: How the F*CK Do You Even Do Marketing Now?

With AI, how the f*ck do you even do marketing anymore? If I had to build a plan from scratch today, here’s exactly what I’d do.

With AI, how the f*ck do you even do marketing anymore? This is the number one question I get asked.

If I had to build a plan from scratch today, here’s exactly what I’d do.

Here’s the playbook in a graphic:

Let’s get into the details:

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How to Grow Demand and Influence

AI Search:

Grow 'share of voice' in LLMs to ensure your product is visible for relevant queries. Continue to rank for transactional keywords in traditional search.

How to do it:

• Many micro-niche versions of your page

• Third-party citations used by LLMs (hint: look at who they’ve established partnerships with).

• Pages optimised for LLMs

• SEO for transactional keywords

AI Tools:

• LLMs to map out all queries for your page

• LLMs to help create many versions of the page

• Products like xFunnel, UserBear.ai

Why?

By 2027, 95% of B2B buyers' journeys will start on an LLM

Master Short-form content

Grow influence across short-form content formats (text, video).

How to do it:

• Become a wordsmith to acquire attention from LinkedIn & X

• Be a master storyteller via short-form video

AI Tools:

• LLM as a content assistant (research & first drafts)

• VEO3 (is awesome)

• Captions Mirage

Why?

Demand Gen research shows that 65 % of B2B buyers prefer short‑form content

Code-powered experiences

Acquire demand through code-powered experiences (free apps, interactive content)

How to do it?

• Turn static content into an interactive experience.

• Create freemium tools that are easily shared and provide a seamless path to your core product

• Create easy-to-use agents for your audience

AI Tools?

• Lovable

• Claude Code

• Agent.ai

Why?

70% of B2B buyers prefer self-serve tools or interactive experiences

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How to Convert Demand

Build an intent engine:

We'll move from marketing being reactive (waiting on clicks) to proactive (meeting buyers where they are). The quality of your intent layer will determine the impact of your AI results.

How to do it?

• Capture external intent signals mapped to ICP.

• Capture internal intent signals mapped to ICP.

• Fine-tune all AI experiences to intent signals that are converting

AI Tools?

• There are many options; the best ones depend entirely on your ICP and the best data sources.

• Examples of External Intent Signals:

  • Job postings & hiring activity indicating scaling teams or need for tools

  • Executive or team member LinkedIn job changes (signals of budget shifts)

  • Company tech stack firmographic changes / new product launches

  • Browsing or keyword topic spikes on third-party platforms like G2, Behance, or review sites

  • Search signals on content syndication networks or forums (e.g., increased topic searches on StackOverflow or Hacker News)

• Why?

93% of B2B marketers report improved conversion rates when using intent data

AI Sales Prospecting:

Create an AI-powered prospecting engine across SDR, BDR, Sales rep.

How to do it?

• AI personalized outbound emails

• AI personalized inbound emails

• Automated call scripts for sales reps

AI Tools?

• HubSpot (or other AI email tools)

• Your Intent engine (above)

• HeyGen (if you want to test personalized video as part of outreach)

Why?

Reps on average spend only 28% to 33% of their time selling, prospecting is one of the biggest time sucks, and the quality of prospecting varies wildly across different reps. Turning this into an AI-first engine not only improves your conversion rate, but gives your reps back time.

Micro-Audience Campaigns:

A new AI-first marketing approach that replaces broad segment-level campaigns with hyper-targeted campaigns tailored to specific pain points, metrics, and buying signals from micro-audiences. It’s about turning your ICP into dozens of audience “slices” each with its own signal, pain, hook, and campaign. (covered in detail here)

How to do it?

• Split your ICP into micro-audiences by using your intent engine

• Cluster and score each audience based on external and internal intent signals

• Auto-generate campaign briefs with AI (Signal → Pain → Hook → Campaign), then route to marketing agents to launch channel-specific assets.

AI Tools

• Claude – builds rich, data-backed ICP templates

• Perplexity Labs – mines live web data (e.g. LinkedIn job ads) for emerging metrics

• LLMs – cluster audiences, auto-write campaign briefs

• Bonus agents: Stack synergy detectors, signal-based scoring agents

Why?

Micro-targeted campaigns outperform generic ones: Relevant messaging increases CTRs by up to 209% and conversions by 3–5×

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Hopefully the above is helpful. Marketing is changing fast. Our job is to adapt just as fast.

Until Next Time,

Happy AI’fying

Kieran