What could AI actually do in your job?
What AI could do in marketing in-house
Six kinds of thing, in order. The first three you can start this week with the tool you already pay for. The next two need building. The last you should buy.
Basic promptsprompt marketing
Ask the chat tool you already have in plain words and check what comes back. No set-up. It works today.
What it takes. A subscription, ten minutes of practice and your own judgement on every answer.
- First drafts of posts, emails and landing page copy from a brief
- A customer call transcript turned into quotes and talking points
- An account research pack before an important meeting
- And hundreds more. Anything you'd ask a bright new starter to take a first pass at.
Advanced promptscontext marketing
Give it what it needs before you ask: the brief, the examples, the rules, the data. This is context engineering, and the quality comes from what you feed it rather than how you word it.
What it takes. The right material gathered in one place and a clear idea of what good looks like.
- One piece of content rewritten for every channel you run from your own best example of each
- A campaign brief tested against your ICP and the results of the last campaign
- Persona snapshots built from CRM notes, call transcripts and the website rather than job titles
- And hundreds more. Anything where you already hold the material and the judgement.
Skillsskill marketing
A job written down once so anyone on the team gets the same result every time: the steps, the rules, the examples, saved and shared.
What it takes. Someone to write it and own it, and training so the whole team uses it rather than the keen few.
- A voice guide the AI follows, written once and shared with everyone
- A content skill per format with the structure, the rules and three good examples
- A reporting skill: paste the numbers and get the same weekly summary every time
- And plenty more. We run over 180 of our own.
Automationsauto marketing
The same job running on a trigger with nobody typing a prompt: when a call ends, when a lead lands, every Monday at eight. Connected to the tools you already run.
What it takes. The process written down step by step, test cases, data you're allowed to connect to, and a build.
- The weekly report drafted from your systems before Monday with nobody pasting
- Every new lead enriched the moment it lands with the account notes written
- Content repurposed on a schedule so one long piece becomes the week's posts and the newsletter
- And more. We've built over 50 of them.
Agentsagent marketing
Software that makes a bounded decision inside a workflow that already runs, with a written job, tests and a person at the gate. The last thing you add rather than the first.
What it takes. The automations underneath it already running, a fence round what it may never do, and someone watching it.
- Trigger events on target accounts judged for relevance and sent to sales with a suggested next step
- Leads scored and routed with a person checking the borderline ones
- Campaign performance watched daily with spend changes recommended and a person approving them
- And a few more. We've built them and every one is custom to the business. Because an agent is left to run on its own, there are fewer good use cases than you'd think. For now.
Tech built for the jobbuy marketing
Some jobs already have a product that does them well. Buy it, plug it in, and keep the build budget for the things nobody sells.
What it takes. A subscription and an hour to set it up. Check what it does with your data first.
- A call recorder that writes the notes
- A data enrichment tool that fills in the firmographics
- An AI research tool with sources for the first pass on any market question
- And more every month. If a product already does the job well, this is the list it belongs on.
If the ones you want sit below the line, that's a build, and it's the conversation we're set up for. If they sit above it, start this week and come back when the list gets longer.