Hippo Highway: Steering ChatGPT – Navigating the Power of ChatGPT for B2B Marketing


In the rapidly evolving world of AI, understanding the nuances and capabilities of tools like ChatGPT is paramount for B2B marketers. At the 2023 AI Revenue Summit, Steve Eror, Dan Baird, and Jordan Crawford explored the intricacies of ChatGPT, offering a tactical guide to harnessing its potential for crafting compelling subject lines and devising winning campaign ideas.

Key Points

1. Understanding AI's Scope: AI is an umbrella term, with narrow AI serving specific purposes and general AI being the broader, more encompassing variant.
2. The Power of Generative AI: GPTs, or Generative Pretrained Transformers, are designed to predict and generate content, primarily focusing on the next word in a sequence.
3. Training the AI: Directing ChatGPT is akin to guiding a massive hippopotamus; it requires a step-by-step approach, starting with foundational knowledge and gradually moving towards the desired outcome.
4. Crafting Campaign Ideas: ChatGPT can be incredibly creative when given the right prompts, making it a valuable tool for devising unique B2B campaign ideas.
5. Empathy for the Buyer: Understanding the buyer's mindset, their goals, and challenges can help in tailoring campaigns that resonate and drive action.

The AI Landscape 

AI is not a monolithic entity. The distinction between narrow AI, designed for specific tasks, and General AI, the broader concept often associated with sci-fi dystopias, is crucial. Most of today's applications, including ChatGPT, fall under the narrow AI category.

Generative AI: Beyond Machine Learning 

While machine learning has been the buzzword for years, generative AI, especially GPTs, is the new frontier. Unlike traditional machine learning models that might recognize patterns or objects, GPTs are about content creation. They predict the next word, crafting coherent and contextually relevant sentences.

Training the World's Smartest 12-Year-Old 

ChatGPT, despite its capabilities, is like a highly knowledgeable 12-year-old. It requires direction. By feeding it the right prompts and guiding its responses, marketers can harness its power for specific tasks, from crafting compelling campaign ideas to generating insightful buyer personas.

Crafting Campaigns with Empathy 

Understanding the buyer is at the heart of any successful marketing campaign. By diving deep into the buyer's mindset, challenges, and goals, ChatGPT can help craft campaigns that resonate. Whether it's addressing sales and marketing alignment issues or illuminating "dark data" on websites, the potential applications are vast.


"The next wave of B2B marketing will be driven not just by data, but by intelligent systems that can predict, personalize, and perform at scales previously unimaginable."  McKinsey & Company

In the realm of B2B marketing, staying ahead of the curve is essential. Tools like ChatGPT offer a glimpse into the future of content creation and campaign ideation. However, as with any tool, its efficacy lies in its application. By understanding its capabilities and limitations, B2B marketers can harness its power to drive meaningful engagement and results. As we've seen, whether it's about understanding website visitors or crafting compelling campaigns, tools like Signals can further enhance these efforts, turning insights into actionable strategies. For those keen on diving deeper into the insights from the AI Revenue Summit and understanding how AI tools like Signals can revolutionize your B2B marketing efforts, download our exclusive ebook from the event. Let the future of AI driven marketing unfold before you.