How B2B Marketers Are Actually Using AI for Content

#278 Content | In this episode, Dave brings together five B2B marketers who aren’t just talking about AI, they’re actually using it to change how their teams work. Each finalist from the Exit Five x Walnut AI Sessions takes the (virtual) stage to demo their workflow, share results, and answer questions from the judges.

Here’s what you’ll hear:

• Jillian Hoefer’s “content concierge” GPT trained on proprietary research to surface stats, quotes, and data for blogs, sales decks, and thought leadership
• Jake Heap’s workflow using Meshy + VEO 3 to turn a simple mascot into animated 3D brand characters in minutes
• Jessica Lytle’s no-code ROI calculator built in Lovable that sales reps now run live on calls to build business cases
• Ugi Djuric’s high-volume content engine that scrapes industry news and sales call transcripts, then uses AI to summarize, generate content ideas, and even score leads
• Anton Ruis’ AI-powered buyer brief builder that pulls real-time economic data and tailors sales messaging to specific personas

It’s part workshop, part competition, and packed with creative, tactical ways to put AI to work in B2B marketing today.

Timestamps

• (00:00) - – Dave kicks off in a tux
• (03:50) - – Record-breaking registrations
• (04:28) - – Meet the judges: Benny & Jess
• (09:16) - – Jillian’s “victim of repurposing” intro
• (09:56) - – Building a “content concierge” GPT from research data
• (11:20) - – Injecting stats + quotes into blogs and decks
• (15:16) - – How one report fueled 9+ months of content
• (20:16) - – Jake on bringing AI into marketing ops
• (21:39) - – Turning a mascot into a 3D character with Meshy
• (22:24) - – Animating it in VEO 3 (no designer needed)
• (25:39) - – Cutting animation time from weeks to minutes
• (30:58) - – Jessica builds a no-code ROI calculator in Lovable
• (34:07) - – AEs use it live on sales calls
• (34:51) - – Adding benchmarks + transparency to ROI math
• (42:09) - – Ugi’s AI engine scrapes + summarizes industry news
• (44:26) - – Training custom GPTs on expert insights
• (51:06) - – Anton’s real-time buyer briefs from economic data
• (53:41) - – Tailoring briefs for CROs, enablement, PMMs
• (57:25) - – Judges crown the winning use case + Dave’s wrap-up

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