#136: AI | How To Use AI In B2B Marketing (with Jessica Hreha)

Dave is joined by Jessica Hreha. Jessica is the Head of Marketing AI Strategy & Transformation at Jasper. Previously, she was the Head of Global Integrated Campaigns & Content Strategy and Founder of VMware Marketing AI Council at VMware. They discuss everything AI in B2B Marketing, such asHow to use AI to ideate and refine your creation processUse cases for AI beyond copywritingWhy you need dedicated in-house AI championsWhat Jasper is doing to improve customer engagement with AITimestamps(00:00) - - AI Guidelines and Ethical Adoption (06:52) - - Confronting Resistance to AI in Content Creation (09:10) - - Time and productivity savings (12:41) - - Content Production 101: Outlining and Customization (17:46) - - Unlocking Decision-Making Potential with AI (20:03) - - Measuring Productivity and Savings (26:42) - - Transitioning Careers: From Content Marketing to AI Program Direction (29:53) - - Challenges of Implementing AI in Organizations (32:47) - - Standardizing and structuring delivery plans (36:20) - - Broadening the Role of AI in Marketing Operations (38:31) - - Enhancing Marketing Efficiency Through AI (41:00) - - Exploring AI's Role in Negotiation (44:28) - - Closing Remarks and Invitation for Future Collaboration Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today’s episode is brought to you by Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more