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Verdi’s AI Content Journey: On using ChatGPT, Bing ChatGPT, and Google Bard AI to create B2B content.

Over the course of the next few weeks, Verdi will be experimenting with AI chat to generate content. Next: ChatGPT-generated blog posts on Account Based Marketing topics.

We will be posting our results on our blog, VerdiVision, on social media, and on our website for the benefit of our clients who are curious to evaluate this exciting new technology.

Spoiler alert: The early conclusion is that Generative AI can be a huge timesaver for B2B content generation. It will not replace strategic thought/leadership content, but with creative guidance that agencies like Verdi can offer, it can generate an enhanced content package—at a fraction of the previous cost. The keys are a well-organized drive calendar, an experienced editor, and access to appropriate SMEs as a sanity check prior to publication.

Programs that are content heavy—like Account Based Marketing (ABM) initiatives—can typically require a content calendar with periodic content slated for four to six job roles at three to four stages of the buyer’s journey, refreshed (at least) quarterly, and versioned for various media. This can easily add up to nearly one hundred separate pieces of content—a daunting task. But with the help of AI and an experienced editor, the creative effort needed to generate this content can be substantially reduced, and the cost to develop it can also be dramatically reduced.

The best news of all may also be the time savings. With a single editor/creator in charge of the project, one hundred pieces of content can be created in a couple of weeks, at the outset of your program, so you can load the content into your marketing automation program and schedule it to go off throughout the year!

And now, for our first AI-assisted blog post, we asked Bing Chat (GPT) to address this question in a blog post:

“Write a blog post about the difference between Google Bard and Bing ChatGPT.”

Here are the (unedited) results:

Google Bard and Bing Chatgpt are two AI chatbots that can answer questions, generate content, and help users with various tasks. They both use large language models (LLMs) to understand natural language and produce responses based on probability and creativity. However, they also have some key differences that make them unique and useful in different ways.

One of the main differences between Google Bard and Bing Chatgpt is their access to the internet. Google Bard can use Google’s search engine to find relevant information from the web and cite its sources[^1^][4]. This means that it can provide more up-to-date and accurate answers to factual questions, as well as more diverse and interesting content. For example, if you ask Google Bard to write a quiz about pop music trivia, it will use the latest news and trends to create relevant questions[^1^][4]. Read More →

Telemarketing: How to double your results from B2B demand generation.

By Ian Heslop – Account Director, The Verdi Group, Inc.

B2B telemarketing is almost always an effective way to generate leads. In more than two decades of involvement in telemarketing programs—as an agent, as a team manager, as a program manager, on the agency side as a production manager, and currently as an account director at The Verdi Group—I have rarely seen a telemarketing program that did not produce qualified B2B leads.

But the programs that really pay off in terms of ROI (for very different businesses)—programs that are continually funded and refunded because of their success—have a number of things in common that contribute to their results.

Successful programs always start with a program brief.
The brief states the goals, the quantitative objectives, and the conditions for success; includes a specific definition of a lead; and articulates how the program will be measured.  The brief sets expectations and identifies potential obstacles.

The brief may be quite extensive or take up only a few paragraphs on a single page, but it will identify:

Read More →