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businessman working in office and using tablet to take advantage of ChatGPT in B2B marketing

9 Secrets of Using ChatGPT in B2B Marketing

December 14, 2023

Have you considered the power of ChatGPT to amplify lead generation and boost your revenue? With the B2B realm becoming increasingly competitive, businesses are on the hunt for innovative solutions to enhance their marketing strategies and foster deeper customer interactions. 

Enter ChatGPT: A cutting-edge artificial intelligence platform that’s been making waves for its ability to craft intelligent and efficient marketing approaches with rapid outcomes. The best part? ChatGPT’s robust toolkit is accessible to all. 

But, to truly harness its potential, it’s essential to strike a balance between automation and human touch. Dive into this article to discover the transformative impact of ChatGPT in B2B marketing, learn how to craft content that resonates and converts, and get insights on crafting the ideal prompt.

Quick Takeaways

  • ChatGPT aids in B2B marketing by enhancing lead generation and driving revenue growth in an increasingly competitive landscape.
  • ChatGPT has become a favored AI tool for businesses, offering universally accessible tools and features for efficient marketing strategies.
  • It’s vital to balance ChatGPT’s automation with human intelligence to achieve optimal marketing outcomes.
  • Developed by OpenAI, ChatGPT is a cloud-based AI chatbot that, since its 2022 release, is projected to generate $200 million by the end of 2023.
  • The RACE Structure by Trust Insights offers a systematic approach to crafting effective prompts for optimal results from ChatGPT.

What Is ChatGPT?

Before you start using ChatGPT in B2B marketing, you need to know how it works. ChatGPT, short for “Chat Generated Pre-Trained Transformer”, is an artificial intelligence chatbot developed by OpenAI, ranked as one of the most valuable companies in the United States. It’s a cloud-based solution that offers a range of features, like natural language processing, chatbot builders, and analytics

AI’s ChatGPT has gained an incredible amount of attention from the public since its release in November 2022 – so much so that by the end of 2023, the platform is expected to generate $200 million in revenue. 

Professional B2B marketers have been using this AI chatbot to help improve and automate the customer experience. Since ChatGPT is a live chat, businesses are using it to help create new content quickly and efficiently, securing satisfaction, quality customer relationships, and conversions.

Where Do ChatGPT Answers Come From?

Good question. In 2021, ChatGPT finished “training” on massive amounts of data, code and information from the internet. The specialized language model applies its learnings to form coherent answers to user inputs that reflect the probability of word sequences. 

As with any automated software, it’s important to be wary of its accuracy. Despite its extensive training, the program hasn’t yet been trained to confirm its accuracy or reliability. In fact, when asking ChatGPT to describe its own correctness, this is its response:

screenshot of ChatGPT’s response when asked about its own accuracy

From this, we can conclude that it’s best to double-check any information that has a factual answer. But when using ChatGPT in B2B marketing, it proves to be a great resource for creating templates and usable text.

Benefits of Using ChatGPT in B2B Marketing

As you evaluate the accuracy of responses, you can start introducing ChatGPT in B2B marketing to optimize research processes and content creation. For example, we recommend using ChatGPT in B2B marketing to:

  • Generate Leads. Ask ChatGPT to create outbound templates or text designed for lead generation.
  • Qualify Leads. Ask targeted questions to assess the likelihood of a lead becoming a paying customer.
  • Enhance Customer Service. Create free-time for your team by using ChatGPT to learn how you can answer your audience’s questions or emails.
  • Write Product Text. Chat GPT can help write step-by-step descriptions on how to use your products or services.
  • Create Content. Ask ChatGPT to create email templates, sales material, blog content, and more. Keep in mind that this content will need some editing to ensure it performs well on search engines. 

Using ChatGPT in B2B marketing as a tool can shorten the amount of time it takes your team to create effective, engaging content. 


9 Secrets of Using ChatGPT in B2B Marketing

While ChatGPT isn’t ready to replace your marketing department, it can offer several real benefits to your business. Here’s 9 secrets of using ChatGPT in B2B marketing that make a difference. 

1. Keyword Research

By asking a few simple questions, ChatGPT can help you create a solid keyword research plan. Get started by telling the chatbot what keyword you want to rank for, and then ask what other keywords you should target.

screenshot of ChatGPT used for keyword research

Remember, ChatGPT’s response may be a little off, but it will serve as an effective starting point. Simply remove any keywords that don’t align with your brand, and move forward with appropriate suggestions. 

2. Topic Suggestions

Similar to keyword research, ChatGPT is also a great way to make sure your company’s content creation aligns with your audience’s interests. Ask ChatGPT to create a list of frequently asked questions related to your keyword research to learn which topics your content should cover. 

This way, you’ll have a reliable list of topic suggestions that offer value to your readers and help you earn a ranking spot on SERPs. Answer these questions via blog posts, social media, or your website’s FAQ page to start generating traffic.

3. Blog Post Outlines

After completing your keyword research and generating a list of topics, it’s time for some quality content marketing. Ask ChatGPT to write a blog post for you related to one of your keyword-based topics. 

We don’t recommend that you copy and paste its response, especially because unoriginal content will hurt your company’s SEO, but ChatGPT’s auto-generated blog post serves as a great starting point for how you’ll present your information.

4. Social Media Captions

Asking ChatGPT to generate your social media captions is a great time-saving secret. Simply ask ChatGPT for help by using the following prompt: “Create ___ social media captions for a ______ company.”

screenshot of ChatGPT’s social media caption generation

Does your brand’s language have a specific tone? Don’t be afraid to ask ChatGPT to make your captions funny, witty, or inspirational. Giving ChatGPT more information about your brand and its products can heighten your chances of receiving a helpful response. 

5. Writing Ad Copy

The importance of attention-grabbing headlines is immense – even though 80% of site visitors will read your headline, only 20% of them will click on your article. Luckily, ChatGPT serves as a great tool for generating headlines with the power to convert. 

In many cases, the key to success is to be specific. Receive a list of high-converting headlines in seconds by using the following prompt in ChatGPT: “Write ___ high-converting headlines for Google ads containing the keyword ________ in 90 characters including spaces.” 

As always, use the chatbot’s response to point you in the right direction and make adjustments as needed.

6. ChatGPT Can Now See, Hear, and Speak

Previously, ChatGPT was primarily a text-based model, but with this update, it seems to have gained the ability to process visual and auditory information. With this new feature, B2B marketers can utilize ChatGPT for multimedia content analysis. For example, they can:

  • Analyze video content to extract insights
  • Transcribe audio content for SEO purposes
  • Create multimedia content that aligns with their target audience’s preferences

This multi-modal capability can also enhance customer support, where ChatGPT can interact with users through voice and video channels, offering a more immersive experience.

7. Introducing ChatGPT Enterprise

OpenAI has introduced an enterprise version of ChatGPT. This version is tailored for business needs, which means B2B marketers can expect enhanced features that align with their marketing strategies. 

This could include advanced analytics, integration tools, and support that can help in optimizing campaigns, understanding customer behavior, and generating high-quality leads.

8. Customer Instructions for ChatGPT

This update suggests that users can now provide custom instructions to ChatGPT, allowing for more tailored and specific interactions. This could be particularly useful for B2B marketers that want to guide the AI in generating content or answers that align closely with their brand voice and specific requirements. 

Whether it’s creating tailored email campaigns, personalized content for target segments, or specific industry-related queries, marketers can ensure that the output aligns with their strategic goals.

9. GPT-4 API General Availability

While this is more about GPT-4 than ChatGPT specifically, it’s worth noting that the general availability of the GPT-4 API might bring enhanced capabilities to ChatGPT as well, given that ChatGPT is based on the GPT architecture.

With the enhanced capabilities of the GPT-4 architecture, B2B marketers can expect more accurate, coherent, and contextually relevant content generation. This can be particularly beneficial for content marketing strategies, where high-quality, informative, and engaging content can:

  • Drive organic traffic
  • Improve SEO rankings
  • Position your company as a thought leader in the industry

How to Write The Perfect Prompt for ChatGPT

When interacting with ChatGPT or any other large language model (LLM), the quality of the output often depends on the quality of the input. Crafting the right prompt can make a significant difference in the results you obtain. 

We’re sharing a structured approach, known as The RACE Structure, that has been developed by Trust Insights. Based on extensive documentation from OpenAI and insights from interviews with key OpenAI staff on the construction of large language models, Trust Insights has identified the principal components that prompts should have for maximum effectiveness. 

These components are: Role, Action, Context, and Execute, abbreviated as RACE. Generally, longer and more detailed prompts yield better results, but it’s advisable to keep them under 3,000 words.


screenshot from Trust Insights shows Role example from RACE structure

The role statement sets the stage. It defines the expertise and knowledge base you expect the model to assume. This section should be rich in keywords, phrases, and jargon relevant to the subject domain. By being specific here, you’re essentially guiding the model to tap into the right parts of its vast knowledge.


screenshot from Trust Insights shows Action example from RACE structure

This is where you specify what you want the model to do. Using clear and specific verbs like “write,” “summarize,” “extract,” or “rewrite” gives the model a clear direction.


screenshot from Trust Insights shows Context example from RACE structure

While this section is optional, it’s invaluable for refining the prompt. The context provides additional details that can guide the model’s response, ensuring it aligns with your expectations. If you’re concerned about the model making unfounded assumptions or “inventing” details, this section can help keep it on track.


screenshot from Trust Insights shows Execute example from RACE structure

Especially important for longer prompts, the execute statement serves as a final reminder of the task at hand. It’s where you can specify the tone, style, or any other formatting details to fine-tune the output.

Optimize Your Marketing Efforts Today with ISBM

Using ChatGPT in B2B marketing strategies offers a promising avenue for businesses to stay ahead in a competitive landscape. By leveraging the power of AI, companies can not only optimize their marketing efforts, but also foster meaningful customer engagements. 

As we’ve explored, the key lies in understanding the tool’s capabilities and crafting the right prompts. Embrace the future of B2B marketing with ChatGPT and witness a transformative impact on your business outcomes.

Ready to adapt, evolve, and strive for excellence? ISBM is a nonprofit, global network of business researchers and practitioners. Ask about how an ISBM Membership can help you now or visit ISBM today to learn more!

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