What You Need to Know about Mastering B2B Marketing Prompts

The use of artificial intelligence in marketing has been booming lately; marketers have been using ChatGPT by Open AI, CoPilot by Microsoft, Gemini by Google, Claude by Anthropic, and other AI chatbots like virtual assistants to help with daily digital marketing tactics.

Andy Crestodina wrote a wonderful article on how to use AI in marketing to write effective prompts in order to make more precise recommendations for your buyer personas.

Here is a step-by-step guide from Classpoint.io on how to use ChatGPT to create your presentation outline.

Additionally, here are some popular prompt marketing questions related to various marketing functions.

At the 2024 Adobe Summit, Adobe announced GenStudio, a generative AI offering for B2B and B2C marketers that allows them to quickly plan, create, manage, activate, and measure on-brand content with native integrations across Adobe Experience Cloud and Creative Cloud.

Clearly, AI isn’t going away anytime soon—and B2B marketers have to adapt.

What I’ve Learned about Prompting with ChatGPT and Other AI Chatbots

To master AI marketing, you need to know how to interact with AI chatbots like ChatGPT.

These large language models (LLMs) are given that name because they use language to exchange information. The text you write is called a prompt, and the art of crafting prompts is known as prompt engineering.

These chatbots are also a form of generative AI or gen AI, which means they can draw from existing sources to create new content.

However, gen AI can only work with the data it’s provided, which includes the data it’s been trained on and the information you give it in your prompts.

AI cannot think for itself.

Because you are still the conductor of the AI symphony, there are three key practices you need to keep in mind when crafting prompts for LLMs: be specific and thorough, provide the context, and keep trying!

1. Be Specific and Thorough

If you have a clear image in your mind of what you want the AI to produce, your instructions need to be just as clear. In some ways it’s not much different than giving directions to a person.

For example, the prompt “write a blog post about xyz” could yield something completely off-brand and not in the format you need.

However, the prompt “write a 1,000-word blog post about xyz” and providing an outline and/or keywords to use will yield a far better result.

You tell AI or bots what you want to accomplish, put everything in context, and clearly outline what you expect from them. Define any parameters or guidelines for the task if applicable. Use action verbs to prompt the desired response or action from the audience.

Focus on clarity, specificity, and action-oriented language. That is it!

2. Provide the Context

Your chosen LLM doesn’t know your audience, your brand, or your marketing campaigns. You have to inform it. Give as much context as you can for what you’re asking of it.

If you’re asking it to create a piece of content or help you strategize, provide as much information as you can about your buyer personas, brand guidelines, and desired call to action.

If you’re asking it to analyze data, then tell it exactly what data it should focus on, what information you want to know about it, and why you want the data analyzed.

3. Keep Trying, Assessing, and Adjusting

This is the most important step! You have to keep testing and evaluating your prompts. In the very beginning, testing out prompts will take some time, but that doesn’t mean AI can’t help you as a marketer.

Maybe you’ll have to break down the prompts into smaller tasks and piece the results together yourself, maybe you weren’t as clear as you thought you were to the AI, maybe one AI chatbot responds differently from another one you tried.

You learn from AI as much as AI learns from you.

B2B Marketing Prompt Examples

Now that you have the right mindset to approach prompt writing, it’s time to see what those principles look like in action—especially being specific and providing the context.

Try out some of these examples for yourself. These are B2B marketing prompts I’ve carefully crafted and tested so that you can hit the ground running with them.

But don’t take them entirely as-is; You still have to keep trying, assessing, and adjusting to get AI to deliver the best results for your business!

Strategy

Marketing Channels: “My business wants to explore new marketing channels. [Describe what channels you currently use, such as social media, blogs, email, videos, paid ads, etc.]. Historically, our best-performing channels have been [list channels], while our weakest have been [list]. [Give a demographic breakdown of your channel audiences and how they engaged with your campaigns]. Give [specific number] new marketing channels we should explore, supporting reasons why, and ideas on how we can implement them.”

Competitor Analysis: “Conduct an analysis of [name a top competitor] by using the SWOT analysis method, focusing on strengths, weaknesses, opportunities, and threats. Then, list [specific number] ways a competitor to [name of top competitor again] could perform better in the [industry description].”

Data Analysis

Summarize Findings: “I need to analyze a customer survey my company, [name], conducted. Our business offers [describe products/services], and we are in the [industry description]. The survey was distributed via [list survey distribution such as email, social media, on your website, etc.]. Surveyed groups included [describe the demographics of who took your survey]. The purpose of the survey was [describe the goal of the survey]. Review the attached survey data and provide a detailed summary of the results.”

Analyze Reports: “I am a social media marketer for [organization name and description of products/services]. We have social media accounts on the following platforms: [list social platforms]. I want to better understand our social media analytics in order to improve our social media marketing strategy. Analyze the attached analytics reports from the past month and summarize them. Then, provide a list of [specific number] of metrics that are doing well and [specific number] of metrics that could be improved.”

SEO Content

Optimizing Copy: “I want to optimize some website copy for SEO. My organization offers [describe products/services] and targets [describe target audience]. We want to improve the copy for our web page on [describe specific page]. Rewrite the copy pasted below, optimizing for SEO. Include these keywords: [list new keywords to add]. And create new H1, H2, and H3 headings. This is the copy: [Paste the existing web copy].”

Product/Service Descriptions: “Help me optimize a [product/service] description on my organization’s website. The [product/service] is [describe the product or service]. Rewrite the following copy, and include these keywords: [list new keywords to add].”

In summary…

It’s up to you as the marketer to fine-tune your prompts to receive results that are accurate and high-quality and make sense for your marketing and business goals. You can’t expect it to read your mind.

Whether you’ve dabbled around with ChatGPT or have yet to try, I suggest checking out my easy-to-read books The Modern AI Marketer in the GPT Era, which provides a solid foundation on everything AI marketing, and The Modern AI Marketer: Guide to Gen AI Prompts, which includes over 75 effective sales and marketing prompts you can immediately use and fine-tune to your own needs.

Together, they’re the perfect guide to help you get ahead with B2B AI marketing.

How has your success been with ChatGPT and other AI bots? I’d love to know.

Reach out to me anytime with your experiences and questions!