Why small RevOps and marketing teams should experiment with AI content
A piece I wrote in February 2023, weeks after ChatGPT reached the public, arguing that small B2B marketing teams had the most to gain from it — because the content volume modern demand generation requires had become impossible on a startup budget.
Note
This is a written piece rather than a project. It is kept here because of when it was written — February 2023 — and it reads differently now than it did then.
The argument
Smart B2B marketers focus on personalized content for buyers who are actively researching a problem their solution solves. That takes an enormous volume of content, and fledgling marketing teams with small budgets cannot keep up.
Modern buyers are anonymous, fragmented, and resistant. Demand generation, account-based marketing, and most strategies worth running require a genuinely robust content schedule, especially in B2B SaaS. When you are a team of one or a handful of people trying to produce at pace and keep it relevant, you need either a large contractor budget or subject-matter experts with free time and strong writing skills. Nobody has these.
My argument was that this was the first tool that changed that equation for teams without budget — not a future enterprise capability, but something available immediately to anyone willing to experiment. Take your SEO keywords and outlines, generate a draft in seconds, and spend your team's actual hours on subject-matter review instead of first drafts.
Reading it back
Some of the enthusiasm has aged the way early enthusiasm does. But the underlying observation held up: the constraint on small marketing teams was never ideas, it was throughput, and the teams that started experimenting early built a real advantage over the ones that waited to be told it was safe.