How to Use AI to Plan Better B2B Campaigns
- Jasmine Cortez
- May 20
- 3 min read
You’re already sitting on the data you need to build smarter campaigns. AI just helps you use it.
From identifying who to target and what content to create, AI can accelerate the entire planning process. Whether you’re launching always-on nurture programs or time-sensitive seasonal plays, here’s how to use AI to streamline execution, improve targeting, and build repeatable wins.
1. 🎯 Identify the Right ICP
You’re not just targeting job titles. You’re identifying who converts, at what deal size, and for what product.
Where AI helps:
Analyze closed-won opportunities by title, segment, lead source, velocity, and deal size
Map firmographics to content engagement
Suggest ICP personas based on conversion likelihood
Prompt: Based on the last 50 closed-won deals, identify common titles, segments, deal sizes, and sources. What content themes align with these buyers?
2. 🧠 Enrich Personas with Market Context
Beyond firmographics, you need to understand how buyers think and what else they’re hearing.
Where AI helps:
Identify goals, blockers, objections, and decision criteria
Surface competitor comparisons and messaging
Highlight trusted content formats and influencers
Prompt: What are the top concerns for a Director of RevOps at a $100M SaaS company? What competing vendors are they likely evaluating?
3. 💬 Build Full-Funnel Messaging by Persona
AI helps you translate brand positioning into messaging that resonates.
Where AI helps:
Align Top, Middle, and Bottom of Funnel Messaging with Persona Stage
Combine brand themes with past campaign insights and competitive context
Prompt: We are targeting CMOs in mental health care services. Here are our three brand pillars, past campaign data for this persona, and competitor positioning. Build messaging for awareness, mid-funnel, and bottom-funnel content.
4. 📢 Choose the Right Channels
AI highlights performance trends and mix recommendations, but channel owners should always weigh in.
Where AI helps:
Analyze channel performance by goal, persona, and funnel stage
Recommend channel mix and surface benchmarks
Prompt: Which channels drove the most opportunities last quarter for our enterprise personas? How do those results compare to industry benchmarks?
5. 🗓️ Create Scalable Content Calendars and Briefs
Execution breaks down without structure. AI helps draft and fill in the gaps quickly.
Where AI helps:
Draft content calendars by persona and stage
Fill in creative briefs with format, CTA, and goal
Repurpose assets across formats and touchpoints
Prompt: These are our team SOPs. Suggest a workflow and build a 3-week calendar for enterprise IT buyers with format types, CTAs, and internal checkpoints.
6. 🤝 Enable Sales Before You Launch
Sales needs more than a one-pager. They need context, messaging, and usable content.
Where AI helps:
Draft campaign enablement guides
Suggest outbound messaging tailored to the campaign
Recommend assets by persona and engagement type
Prompt: Draft a sales enablement guide that includes: campaign overview, personas, objection responses, and follow-up content mapped to buyer behavior.
Make sure these assets live in your CRM, your sales enablement platform (like Highspot or Showpad), or wherever your reps actually spend their time.
7. 🔁 Make Campaigns Repeatable
You should not be starting from scratch every quarter.
Where AI helps:
Summarize top-performing assets
Recommend reuse or repackaging strategies
Suggest new themes or content gaps to fill
Prompt: Summarize last quarter’s best-performing content by persona and stage. Recommend three repurposing options and two net-new ideas.
Final Thought
You still need a solid strategy, clean systems, and cross-functional alignment. But AI helps you:
Reduce planning and execution time
Enable sales with campaign context
Deliver full-funnel messaging faster
Scale campaigns without resetting every time
Want help building smarter, repeatable campaigns?
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