From dabbling to doing: how to integrate AI into your marketing strategy

Have you been experimenting with AI tools in your marketing but struggling to make them part of your day-to-day strategy? If so, you’re not alone. Many marketers and business development professionals have started dipping their toes into AI, whether it’s trying out a chatbot or using predictive analytics, but haven’t yet figured out how to use these tools consistently and effectively.

The truth is, experimenting with AI is only the first step. The real value comes when AI becomes part of the fabric of your marketing approach.

So, how can you make that leap? Here’s a simple guide to help you move from dabbling to doing.

The challenge of experimentation

Most marketers start using AI tools out of curiosity. Maybe you’ve used an AI writing assistant to draft some blog ideas or experimented with automating email responses. These are great first steps, but they often result in siloed tools that don’t talk to each other or fit into your broader strategy.

AI works best when it’s integrated into your workflows, helping to save time, improve decision-making, and create better client experiences. This means thinking bigger than individual tools and considering how AI fits into your overall marketing goals.

Five steps to integrate AI into your marketing

1. Be clear about what you want to achieve

Start by thinking about your goals. Do you want to create more personalised client experiences? Cut down on time spent managing social media? Improve the quality of your leads?

Being specific about what you want AI to help with will make it easier to find the right tools and measure their success. For example, if your goal is better client engagement, an AI-powered CRM can help by tracking client behaviours and suggesting personalised actions.

2. Look for opportunities in your current processes

Think about where AI could add the most value to what you’re already doing. Are there repetitive tasks that take up too much time? Could AI improve the targeting of your marketing campaigns or provide data-driven insights?

For instance, tools like Jasper or ChatGPT can save hours by drafting content, while platforms like HubSpot can automate lead scoring and segmentation.

3. Start small with one tool or campaign

Don’t feel pressured to overhaul your entire marketing approach overnight. Instead, pick one area where AI could make a difference and test it out. This might be using AI to draft LinkedIn posts or trialling an AI-powered ad campaign.

Keep an eye on the results and use them to decide what’s working and what isn’t before scaling up.

4. Make sure your team is on board

Your team’s buy-in is crucial for success. Make sure they understand how AI can help them do their jobs better, not replace them. Training is also important—most tools are user-friendly, but knowing how to use them effectively takes practice.

Some tools, like Google’s AI integrations or Adobe Sensei, come with excellent training resources to help teams get up to speed.

5. Measure the impact and adjust

Finally, track how AI is performing. Is it saving you time? Helping you connect with clients better? Bringing in more leads?

By monitoring the results, you can refine your approach and decide when it’s time to expand your use of AI into other areas. Remember, AI integration is a process, not a one-off project.

Why it’s worth the effort

AI can take your marketing to the next level when it’s used strategically. It’s not just about automating tasks (though that’s a big win!) but also about using data to make smarter decisions and deliver a better experience for your clients.

And it doesn’t have to be overwhelming. By starting small, focusing on your goals, and making gradual changes, you can integrate AI into your marketing without disruption.

Need help?

If you’d like help integrating AI into your marketing strategy, working with a consultant can provide the clarity and structure you need. I work with B2B businesses and professional service firms in London, Kent, UK, and Europe.

Please get in touch or book a free 30-minute consultation.