{"id":235110,"date":"2025-07-15T06:04:04","date_gmt":"2025-07-15T06:04:04","guid":{"rendered":"https:\/\/monday.com\/blog\/?p=235110"},"modified":"2025-09-01T11:28:27","modified_gmt":"2025-09-01T11:28:27","slug":"anamarketing","status":"publish","type":"post","link":"https:\/\/monday.com\/blog\/product\/anamarketing\/","title":{"rendered":"Top takeaways from ANA\u2019s 2025 B2B Marketing conference"},"content":{"rendered":"

Why AI won\u2019t take your job\u2026but the marketer using it smarter might!<\/em><\/strong><\/h3>\n

<\/b>Good news! AI isn\u2019t going to take your job.<\/p>\n

The bad news? The AI-savvy marketer just <\/i>might.<\/p>\n

Of all the industries being reshaped by AI, marketing is moving the fastest. From strategy and research to content, creative, and operations\u2014AI is showing up everywhere. AI will never replace great marketers, but those who learn how to work with AI will quickly outpace those who don\u2019t.<\/p>\n

The best marketers aren\u2019t just using AI to move faster. They\u2019re using it to make smarter decisions, get closer to their audience, and unlock ideas they wouldn\u2019t have otherwise reached. They\u2019re rethinking how research happens, how teams collaborate, and how insights get applied.<\/p>\n

Based on what we\u2019ve seen from teams like Zoom, Labcorp, ServiceNow, and Johnson Controls, here are four things you could be doing with AI right now to stay ahead of the curve.<\/p>\n

1. Let AI help you get closer to your customer<\/strong><\/h2>\n

We\u2019ve all seen how AI can help us crank out content and summarize meetings. But some of the most powerful use cases go way beyond that\u2014like using AI as a research engine.<\/p>\n

ServiceNow is using synthetic personas (AI-generated profiles that act as stand-ins for real buyers) to understand how buyers make decisions at scale. Why go synthetic? It\u2019s faster and more affordable than traditional research, and it\u2019s especially useful for reaching audiences who rarely respond to surveys\u2014like the C-suite.<\/p>\n

These personas solve for that. In many cases, teams have compared their synthetic results with real survey data and found the insights to be nearly identical. That level of accuracy helps marketers move faster, test smarter, and create campaigns rooted in real buyer behavior\u2014not guesswork.<\/p>\n

And it doesn\u2019t stop there. Teams are using synthetic personas to prioritize creative variations and test scripts.<\/p>\n

At monday.com, we\u2019re seeing marketing teams get closer to their customers by centralizing research, feedback, and persona insights into one place. monday helps you keep your customer insights organized, accessible, and actionable. And with monday AI, teams can take it a step further\u2014using AI to categorize data, surface trends, and even generate quick insights.<\/p>\n

Try this:<\/b> Use AI to model a customer you can\u2019t easily reach\u2014like a CTO or procurement lead\u2014and test your creative ideas against that persona before launch.<\/p>\n

2. Rethink your sales + marketing connection<\/strong><\/h2>\n

Let\u2019s be honest: the handoff between sales and marketing hasn\u2019t always been smooth. But AI is making it easier to stay on the same page.<\/p>\n

Instead of relying on scattered notes and one-off updates, sales teams are using AI to summarize their calls, flag what\u2019s actually resonating with buyers, and relay that back to the marketing team. Zoom\u2019s teams, for example, use AI to quickly share insights from customer conversations and send better follow-ups.<\/p>\n

At Labcorp, marketing uses AI to scan millions of patient interactions and turn that feedback into usable intelligence\u2014helping them quickly identify customer friction, spot patterns, and align the right messages to the right moments. Instead of manually combing through thousands of open-text comments, their teams let AI do the heavy lifting\u2014surfacing trends and pain points that inform campaign messaging.<\/p>\n

And at monday.com, we\u2019ve seen how much easier alignment gets when everyone works from the same system. monday AI for CRM helps sales and marketing stay in sync by automatically summarizing meeting notes, identifying follow-ups, and updating deal records in real time. That means fewer emails, faster handoffs, and more time focused on moving the deal forward.<\/p>\n

Try this:<\/b> Use AI-generated insights to create a shared view of the buyer journey across both teams\u2014and eliminate the guesswork in handoffs.<\/p>\n

 <\/p>\n

3. Use AI to scale creative without the overhead<\/strong><\/h2>\n

Here\u2019s something we don\u2019t talk about enough: creative teams are stretched thin. Campaigns keep multiplying, timelines keep shrinking, and everyone still wants the work to feel fresh, bold, and strategic.<\/p>\n

At Johnson Controls, the marketing team found their answer in AI. With a small team and a global footprint, they started using AI tools to storyboard, script, and even produce content for everything from LinkedIn ads to connected TV spots. And because they\u2019re spending less on production, they\u2019ve got more budget to put toward getting it out in the world.<\/p>\n

But it\u2019s not just a cool use case. It\u2019s a repeatable engine. They now publish new creative weekly, using AI to power ideation, production, and distribution.<\/p>\n

At monday.com, we\u2019ve seen how much AI can improve campaign management\u2014especially when you\u2019re juggling multiple launches at once. With monday AI, teams can track campaign performance in real time, flag underperforming content, and automatically adjust timelines, budgets, or placements without manual updates. Whether you\u2019re launching one campaign or managing dozens, monday helps you move faster, stay aligned, and get more from every dollar you spend.<\/p>\n

Try this:<\/b>
\nUse AI to revive an old campaign, test a new idea, or make your first draft feel less daunting. When production gets easier, creative gets better.<\/p>\n

4. Start with ROI to build the case for AI<\/strong><\/h2>\n

Let\u2019s be real\u2014most teams aren\u2019t struggling to imagine AI use cases. They\u2019re struggling to get budget for them. The fastest way to build buy-in? Show the ROI.<\/p>\n

At Johnson Controls, the team launched \u201cPresto,\u201d an AI assistant that qualifies inbound leads. It didn\u2019t just fill a headcount gap\u2014it generated real pipeline with a 3-month payback. At Franklin Templeton, a different kind of need: translations. With content running across 36 languages, they used AI to cut translation costs and timelines dramatically\u2014freeing up budget for other marketing priorities.<\/p>\n

These weren\u2019t moonshot projects. They were smart, specific, and measurable. And they opened the door to broader experimentation.<\/p>\n

Try this:<\/b>
\nPick one high-friction process. Run a pilot. Prove the value fast\u2014and use that win to unlock more investment.<\/p>\n

Final thought<\/strong><\/h2>\n

AI isn\u2019t coming for your job. But the marketer who knows how to harness it for insight, execution, and strategy? They just might.<\/p>\n

And here\u2019s the thing: none of this works if your team doesn\u2019t have the tools to move fast and make smart decisions. The best marketing orgs aren\u2019t just experimenting with AI\u2014they\u2019re putting it to work in ways that drive impact.<\/p>\n

At monday.com, we\u2019ve built AI capabilities designed specifically for modern marketers: to help you summarize insights, automate repetitive tasks, and generate content fast\u2014all from one centralized platform. It\u2019s not about testing for the sake of it. It\u2019s about helping your team do their best work, with less lift and more clarity.<\/p>\n

If you’re curious how monday AI can help your team start testing, experimenting, and moving faster, get in touch to learn more<\/a>.<\/p>\n

Because in the end, the marketers who will thrive aren\u2019t the ones who avoid AI. They\u2019re the ones who get curious, get scrappy, and find ways to use it better.<\/p>\n

One team. One mindset. One test at a time. That\u2019s how the shift starts\u2014and how you stay ahead.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Why AI won\u2019t take your job\u2026but the marketer using it smarter might! Good news! AI isn\u2019t going to take your job. The bad news? The AI-savvy marketer just might. Of all the industries being reshaped by AI, marketing is moving the fastest. From strategy and research to content, creative, and …<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"primary-single-post.php","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Top Takeaways from ANA\u2019s 2025 B2B Marketing Conference","_yoast_wpseo_metadesc":"The four things you could be doing with AI right now to stay ahead of the curve.","monday_item_id":11239001988,"monday_board_id":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[13906],"tags":[],"class_list":["post-235110","post","type-post","status-publish","format-standard","hentry","category-product"],"acf":{"lobby_image":{"ID":245895,"id":245895,"title":"Top takeaways from ANA\u2019s 2025 B2B Marketing 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