6 Week Advancing AI Mastery Program (Amir Hartman)
Each Session will be 1.5 Hours.
OVERVIEW
This program is structured to build sequentially, with each session advancing the B2B marketing AI strategy. Homework assignments after each session ensure participants apply the concepts to their specific B2B marketing context and move their AI plans forward.
Week 1: Introduction to AI in B2B Marketing
Focus:
- Basics, trends, and identifying AI opportunities specific to B2B marketing.
Use Cases & Examples:
- Examine how companies like IBM use AI to enhance their B2B marketing efforts, including personalized account targeting and content distribution.
Homework:
- Review the organization’s current B2B marketing processes to identify key tasks that could benefit from AI intervention.
Week 2: AI Readiness for B2B Marketing
Focus:
- Assessing the organization’s current readiness for AI in B2B marketing, including leadership support, technology infrastructure, and data capabilities.
Use Cases & Examples:
- Use Cases & Examples: Analyze how companies like Cisco prepared their data infrastructure and marketing teams for AI-driven B2B campaigns.
Homework:
- Complete an AI readiness assessment focused on B2B marketing functions, identifying key gaps and areas of strength.
Week 3: AI Tools and Platforms for B2B Marketing
Focus:
- Overview of AI tools like CRM integrations, lead scoring platforms, and marketing automation tailored to B2B marketing.
Use Cases & Examples:
- Discuss how tools like Salesforce Einstein and HubSpot CRM employ AI for more effective lead generation and nurturing in B2B.
Homework:
- Research and shortlist relevant AI tools for potential pilot implementation within the organization’s B2B marketing framework.
Week 4: Establishing an AI Council for B2B Marketing
Focus:
- Setting up an internal AI Council to guide the AI strategy, align cross-departmental efforts, and foster AI literacy within the B2B marketing team.
Use Cases & Examples:
- Highlight how companies like Microsoft created an internal AI Council to oversee AI adoption and strategy in their B2B marketing initiatives.
Homework:
- Draft a proposal for establishing an AI Council within the organization, including potential members, objectives, and governance structure tailored to B2B marketing.
Week 5: Responsible AI Framework for B2B Marketing
Focus:
- Developing a Responsible AI Framework, focusing on data privacy, ethical use, and compliance in B2B marketing.
Use Cases & Examples:
- Explore how companies like SAP implement responsible AI practices to ensure ethical customer interactions and compliance in B2B contexts.
Homework:
- Draft a preliminary Responsible AI policy for B2B marketing, covering data usage, transparency, and client privacy.
Week 6: Measuring and Optimizing B2B AI Marketing Initiatives
Focus:
- Defining KPIs, assessing ROI, and setting up a process for continuous improvement of AI-driven B2B marketing initiatives.
Use Cases & Examples:
- Discuss how companies like Amazon Web Services (AWS) track the effectiveness of AI in their B2B marketing campaigns to optimize customer outreach and engagement.
Homework:
- Develop a measurement and evaluation plan to track the success of AI-driven B2B marketing initiatives, including a quarterly review process to adjust and refine strategies.
DATE:
Every Tuesday for 6 weeks starting March 4 through April 8, 2025 from 8:00AM – 10:00AM ET
PRICE:
- Member Rate: $1995.00
- Non-Member Rate: $2995.00
INSTRUCTOR:
Amir Hartman
Amir is Managing Director and leads the AI/Digital Strategy practice at Dasteel Consulting. Working with senior business and technology leaders to develop and implement AI/Digital strategies that maximize the full potential of their most valuable assets—their customers. He is also the AI Strategy Research Director for the Experience Alliance and Fidere.ai.
Before joining Dasteel Consulting, Amir was Managing Director of Customer Success at Oracle, where he worked closely with customer executives to build their digital strategies and ensure they achieve measurable value from their Oracle cloud investments. Prior to joining Oracle, Amir co-founded and served as the Managing Director of Mainstay Company, a B2B digital strategy advisory firm dedicated to engineering customer outcomes from technology investments and enhancing the sales, marketing, and customer success processes some of world's best technology companies.
Earlier in his career, Amir was a founding member and industry practice leader at Cisco's Internet Business Solutions Group, where he worked with Cisco's top customers to develop their internet business strategies to drive growth and improve efficiency.
Amir is a bestselling author, known for works including "Net Ready," "Competing for Customers," and the upcoming "AI Ready" (2024). His expertise in digital technology has made him a sought-after speaker. Beyond his writing, Amir has contributed to education and research, teaching at MBA and Executive MBA programs at Berkeley's Haas School of Business and Harvard Business School, with a focus on internet business strategy and digital transformation.
