For anyone working in and around B2B SaaS, innovation isn’t just a buzzword—it’s the cornerstone of success. As the digital frontier continues to expand, so do the tools and methodologies that marketers wield. Enter ChatGPT, the revolutionary generative AI app that’s redefining content marketing. What implications does this new technology hold for the B2B SaaS marketer? The Bay Leaf Digital team has been at the forefront of understanding artificial intelligence and its implications in B2B SaaS marketing. Are you wondering how to use ChatGPT for marketing? We leverage its power daily, and we’re here with the answers you need.
The Meteoric Rise of ChatGPT
Released by OpenAI, ChatGPT has captivated the world with its natural, human-like conversational abilities and fast responses, quickly going viral after its initial release in November 2022. Within just a week of its unveiling, this AI marvel amassed over a million users. Early responses were marked by a mix of awe and amusement. While many leveraged it for academic essays, business research, and crafting intricate emails, the internet was abuzz with some quirky and unexpected use cases. Some users turned to ChatGPT for creating fictional stories, ranging from sci-fi tales to romantic novellas. Others found humor in making the AI pen lyrics for imaginary songs or generating whimsical recipes. There were instances of users engaging ChatGPT in philosophical debates, while some sought its “advice” on personal dilemmas, albeit in jest. These amusing interactions highlighted the versatility of ChatGPT and showcased the human penchant for creativity and humor, even when interacting with a machine.
For B2B SaaS marketing companies like Bay Leaf Digital, ChatGPT was no joke. Its potential was immediately apparent, increasing exponentially with the release of GPT-4 in March 2023. While the prior release, GPT-3.5, was already a powerhouse in language generation, GPT-4 introduced enhanced capabilities, offering more refined, accurate, and context-aware responses. The integration of plugins was one of the more exciting advances, allowing users to extend the model’s functionalities and enabling it to interact with external data sources, tools, and services. For instance, with the right plugins, GPT-4 can access specific web page data, summarize YouTube videos, or even provide insights from various databases. Such capabilities open a wide range of practical applications, especially for marketing professionals seeking real-time data analysis, content summarization, or even multimedia content insights, all integrated seamlessly with the power of GPT-4’s language generation.
ChatGPT is a powerful language model that has the potential to revolutionize the way we interact with and utilize artificial intelligence in our daily lives. Its ability to generate human-like text allows it to assist with a wide range of tasks that involve language processing, making it a valuable tool for businesses, researchers, and individuals alike.
– ChatGPT, when asked to generate a quote about itself.
Understanding ChatGPT’s Capabilities and Inherent Limitations
The allure of efficient, high-quality content generation is undeniable. However, for the discerning B2B SaaS marketer, it’s essential to distinguish between ChatGPT’s capabilities and its potential pitfalls. At its core, ChatGPT operates on a language processing model, predicting responses. While it can craft compelling narratives, it’s not always rooted in unerring accuracy. The AI can occasionally produce plausible-sounding content that sounds factual but is incorrect. Meticulous fact-checking is critical. ChatGPT’s output is often just a good first draft. It may not achieve the level of sophistication you seek. Currently, the Bay Leaf Digital team never publishes AI output without a human in the loop. We recommend that you craft and adopt a carefully thought-out AI policy of your own.
The Imperative for B2B SaaS Marketers to Embrace ChatGPT
In a March 2023 blog post, Microsoft founder Bill Gates heralded ChatGPT, calling it “the most important advance in technology since the graphical user interface” from over four decades ago. We believe this will be especially true in the fiercely competitive world of B2B SaaS marketing, where the ability to produce content rapidly and accurately is a formidable advantage.
To help you understand how to use ChatGPT for marketing, we asked the AI to write a value proposition statement and suggest how it could impact a marketer’s day-to-day work life. Here’s what it had to say:
As ChatGPT, I present a unique value proposition for B2B SaaS marketers: I can expedite content creation, tailor customer interactions, and deliver data-driven insights with unparalleled efficiency. By utilizing my capabilities, B2B SaaS professionals can enhance their marketing strategies, boost engagement, and navigate the competitive SaaS arena with an edge.
- Swift Content Creation: Need a detailed whitepaper or a LinkedIn post quickly? With my extensive knowledge base, I can provide insights, statistics, and trends related to your specific SaaS solution, ensuring your content is both informative and engaging.
- Enhanced Data Analytics: Want to explore performance metrics and gather actionable insights? I can break down complex data, offer interpretations, and even suggest strategies based on user engagement metrics or any other specific data points you’re interested in.
- Elevated Customer Interactions: Looking to personalize user interactions and enhance engagement? I can guide you on best practices for user onboarding, provide templates for effective communication, and even help craft personalized messages based on user behavior patterns.
- Automation of Routine Tasks: If you aim to automate tasks like auto-responses or routine updates, I can offer scripts, workflows, and automation strategies to streamline your operations and ensure consistency in user interactions.
Writers are conflicted about ChatGPT, with some decrying its possible impact on artistic creativity and others thrilled about its possibilities. For marketing writers working in tech-heavy industries like B2B SaaS, the prevailing sentiment seems to be this: ChatGPT is here to stay. The most successful marketing teams in the future will be those who learn to leverage its capabilities right now.
ChatGPT streamlines content creation and automates various optimization aspects, enabling businesses to generate high-quality content at scale while minimizing time and effort.
– Entrepreneur Magazine, May 2023
Mastering the Intricacies of Prompt Engineering
As with most technologies, the quality of ChatGPT’s output often mirrors the quality of the input. B2B SaaS professionals can refine their prompting techniques with these three guidelines:
- Precision is Paramount: A well-defined prompt will drastically enhance ChatGPT’s output. Instead of a generic “Discuss SaaS,” opt for “Elaborate on the ROI benefits of SaaS in enterprise resource planning.”
- String Commands: Sequencing a series of instructions can refine the result. A prompt like “First, read these three articles and use them to define the brand voice. Next, using that brand voice, outline the latest advancements in SaaS and provide actionable strategies for their implementation” will yield specific, comprehensive insights.
- Iterate Output: The first answer won’t always be what you need. Refinement is key. Use prompts like, “Expand,” Condense,” and “Rewrite” to get what you’re after.
Recursion is one of the best ways to leverage ChatGPT. You can use the chatbot to help you create an effective prompt for its own use. Here is a crafting prompt that the Bay Leaf Digital content department often uses for long-form copywriting:
I want you to become my Prompt Assistant. You will help me craft the best possible ChatGPT prompt in order to create content that meets my needs with the fewest revisions. We will use the process below:
1. Ask me what the prompt should be about. I will provide a detailed response and you will improve it through a series of iterations.
2. Improve the prompt: Generate 3 sections.
- Revised prompt: Provide a clear and concise response that you will easily understand and effectively use.
- Suggestions: Provide suggestions on what details to add to the prompt to improve it
- Questions: Ask relevant questions about additional information you need from me to improve the prompt.
3. Repeat as Needed: We will continue this iterative process with me providing additional information to you and you updating the prompt in the Revised prompt section until it most effectively meets our needs.
How to Use ChatGPT for Marketing B2B SaaS
The versatility of ChatGPT for marketers means it can be tailored to a plethora of tasks, each with its unique prompt. Here are nine of our favorite chatgpt prompts for marketing, complete with sample copy and paste prompts you can try. Please note that some of these require use of GPT-4 and plugins.
1. Learn Something New: Save valuable time increasing comprehension without searching the web or reading complicated articles.
Teach me what I need to know about [topic].
Explain it like I’m a college freshman with limited prior knowledge.
2. Summarize Content: Save time reading industry reports. (requires GPT-4 and a plugin)
Read [URL] and summarize the core insights.
3. Transcribe a Video or Podcast: Make it easy to grasp content. (requires GPT-4 and a plugin)
Watch/Listen and transcribe the video/podcast at [URL].
4. Standardize a Brand Voice: Make sure that everything you write sounds like it should. (requires GPT-4 and a plugin)
Read [URL], [URL], and [URL]. Analyze for tone, voice and style.
Remember that brand voice and call it [NAME].
5. Improve Your Email Open Rate: Use ChatGPT for email marketing. Create compelling subject lines and engaging emails.
Write a brief, engaging email in the brand voice [NAME] inviting readers to [PURPOSE OF EMAIL]. Offer three suggestions for compelling subject lines. Include emjois in one of them.
6. Boost Social Media Engagement: Generate posts that will get the likes and comments you need to succeed.
Write 5 [outlet] posts to [PURPOSE]. Use a [TRAIT] tone of voice similar to [INFLUENCER].
Do not use more than [NUMBER] of characters per post.
7. Script Your Next Video: Create a short, effective script easy for anyone to use.
Write a script for a 60-second video hosted by [NAME/TITLE] about [SUBJECT].
The video should cover [TOPICS]. Make verbiage engaging, but short and to the point.
8. Write Website Metadata: Rewrite webpage metadata to increase visibility. (requires GPT-4 and a plugin)
Generate 160 characters of metadata for [URL].
9. Improve SEO: Get the page rankings you’re looking for. (requires GPT-4 and a plugin)
Read [URL] and suggest ways to improve SEO by incorporating keywords [X, Y, and Z].
How to Use ChatGPT for Content Marketing
Finally, creating long-form content is your chance to combine everything you’ve learned. When the Bay Leaf Digital team creates rough drafts of long form copy, we use a prompt that looks something like the one below. Of course, you can always use prompt iteration to craft one of your own:
Read [URL], [URL], and [URL]. Analyze for tone, voice, and style. Remember that brand voice and call it [NAME]. Use the outline you created above to write a 1,000 word blog post about [SUBJECT] in the [NAME] brand voice. Generate creative, innovative copy that readers will find engaging and valuable using industry terms that are familiar to them. At least one section must include a bulleted or numbered list. Offer three title options and provide at least three H2 subheads. Incorporate the keywords [KEYWORDS] in the titles, introductory paragraph, one H2 subhead, and once more. Conclude with a subtle call to action recommending that the reader visit [URL] to schedule a demo.
The future is now for forward-thinking B2B SaaS marketers. By understanding how to use ChatGPT for marketing and mastering the art of prompt engineering, we can harness its immense potential while ensuring the gold standard of quality and accuracy. Does your B2B SaaS company need the help of a dedicated SaaS marketing agency that can fully leverage AI’s power to transform your content and other marketing efforts? The experts at Bay Leaf Digital are here to help. Schedule a conversation with us today.