AI in B2B Content Marketing: From Creation to Conversion with Mariah West and Katie Dematteis


At the 2023 AI Revenue Summit, Kelly Lindenow, the senior managing editor of Demand General Report, moderates a riveting discussion on the transformative potential of AI in B2B content marketing. Joined by B2B marketing experts Mariah West and Katie Dematteis, the trio delves into the nuances of AI assisted content creation, its advantages, challenges, and the future of personalized messaging.

Key Points

1. The Rise of Generative AI: Generative AI, which focuses on content creation, is gaining traction in B2B marketing. Its applications range from text-based content to images, audio, and simulations.
2. The Power of Personalization: AI can be leveraged to customize content for specific audience segments or personas, enhancing relevance and engagement.
3. Quality and SEO Concerns: While AI can produce content, there are concerns about the quality of the output and its potential impact on SEO.
4. Data Security and Proprietary Information: It's crucial to be cautious about the information fed into AI tools to avoid potential breaches of proprietary or confidential data.
5. Addressing Biases: AI tools can sometimes reflect the biases present in their training data, necessitating careful review and potential adjustments.

The Landscape of AI in B2B Marketing 

Lindenow sets the stage by introducing the significance of AI in modern B2B marketing. With tools like chat GPT becoming mainstream, marketers are exploring new avenues for content creation and personalization.

Generative AI: A Deep Dive 

West and Dematteis share their insights on generative AI, emphasizing its potential in content creation. They highlight the distinction between raw content generation and personalization, suggesting that AI can be most effective when refining and customizing existing content.

Challenges in AI Driven Content Creation 

While AI offers numerous advantages, there are inherent challenges. West points out concerns about content quality, potential SEO impacts, and the importance of ensuring data security. Dementia echoes these sentiments, emphasizing the need for human oversight in the content creation process.

The Ethical Dimension of AI in Marketing 

One of the critical discussions revolves around the biases and ethical considerations in AI driven content. West highlights instances where AI tools might inadvertently reflect societal biases, underscoring the importance of continuous review and adjustments.

The Future of AI in B2B Marketing 

As the discussion concludes, the experts touch upon the future trajectory of AI in B2B marketing. With advancements in technology and a deeper understanding of AI's capabilities, the potential for more personalized, relevant, and impactful content is immense.


The integration of AI in B2B content marketing is not just a trend but a transformative shift. As marketers navigate the challenges and harness the potential of AI, the horizon looks promising. For a comprehensive understanding of AI's role in B2B marketing, download the event's ebook. And for those looking to further enhance their marketing strategies, consider "Signals" an AI tool that can revolutionize your engagement metrics and drive conversions.