🧪 How are marketing leaders using AI at work

Marketers Help Marketers

Author

Mita Mandawker
March 30, 2025 • Estimated Reading Time: 7 minutes

Hello 👋🏽,

Welcome to the 4th edition of the Marketers Help Marketers newsletter.

Every time I open my email or LinkedIn, all I see is AI this, AI that.

It’s the year of agentic, comment ‘ 🔥’ to get my playbook to create this, etc, etc.

Chances are, it’s been the same for you.

The buzz, the noise around this is, well…intense.

Every week there’s a new update - think DeepResearch, ChatGPT's image generation feature. The Ghibli-style images have practically taken over the internet this week.

The bottom line is that people, especially marketers, are still figuring out how to adopt AI in our workflows meaningfully.

What you’ll read in this edition started as an attempt to understand how other marketers, especially marketing leaders, are using AI in real-time with their teams.

Today, we will cover how marketing leaders like Sanjeev, Robbert, Branca, and Mohita are using AI at work.

Let's dive in!

Sanjeev NC (Stitchflow, Supermeme.ai)

Sanjeev is really bullish on using AI.

He is one of those marketers who is more experimental and sophisticated in terms of experiments he’s running with AI. You’ll know why as you read on. Here's how he's using AI at work with his team.

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We almost think of AI as a differentiator.

✨ Think of code as content

When we think of lead magnets, we think of ebooks, reports, etc. But Sanjeev is thinking of this as ‘code.’ His approach is to have the marketing team build a bunch of micro SaaS products as lead magnets using no-code AI tools like Replit and Bolt.

This way, the team can ship faster with no dependency on the tech team.

✨ Produce content at scale

When HubSpot first started with inbound, they had a huge team of writers creating and churning out content. Sanjeev believes it's possible to replicate something similar but with a small team and mix of LLM models.

He says the team could focus on creating well-researched outlines, share high-quality inputs, and then leverage AI tools for content generation.

The human intervention comes in again during the post-production and editing stage. He says, “This way, with a fine-tuned model, we can generate the same amount of content that, let's say, a team of 50 writers could generate elsewhere.”

✨ Templatized content generation

We know case studies are a staple for all marketing teams. Sanjeev is using AI to make the process of case study creation easier and faster. He is feeding existing materials into Claude. And then quickly producing customized outputs across multiple formats.

In addition, the team records internal meetings with key stakeholders like the Head of Operations and Head of CS, using Otter when gathering information for new case studies. Then, they proceed to upload it to Claude and get a workable case study, which they then tweak further as per requirements.

✨ Hiring for adaptability and AI mindset

As he's building his team, Sanjeev looks for candidates who are comfortable with AI, and open to trying out new tools and ways of working. He says, “Given that AI is transforming the way that we work. We wanted people who will have the skills but then they're also nimble enough, open enough to adapt to new ways of working.”

Sanjeev’s toolkit 🧰

Robbert van der Pluijm (Permutive, Biblio)

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There will always be a human intervention looking at it before it's signed off and implemented.

Robbert leads marketing at an adtech startup, Permutive. He is a huge proponent of cautiously integrating AI in workflows.

Robbert's advice, before starting any work with AI, consult your legal and privacy teams on what kinds of data (esp. customer) can be used with AI.

Robbert loves using Google Gemini to simulate customer interactions. He inputs detailed customer personas into Google Gemini and asks them questions. He asks questions about content ideas, themes about narratives, and product marketing. This helps him test hypotheses before engaging with customers.

✨ Monitor integrations with AI

Robbert's team is working on figuring out how to use AI agents to ensure systems remain current with minimal manual intervention. Their goal is to have the agents read update notes on different integrations to the Permutive platform.

✨ Automate CRM tasks and leverage AI in design

Using AI agents in CRM systems like Salesforce and HubSpot to automate repetitive tasks and improve data management has helped tremendously. His team is using Canva, esp. AI tools integrated within the platform to do little things, such as removing backgrounds to create new images, helping them become more productive.

Robbert’s toolkit 🧰

Branca Ballot (Attio, prev. Glide, Go-daddy)

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You try one time, you don’t see amazing results immediately. It's something that you have to keep at it, and you have to create a culture on your team of keep experimenting and keep trying, and you have to make a little space for that.

Quick note: I had this conversation with Branca while she was still working at Glide, and now she’s moved on to Attio.

Branca Ballot is another marketer who is very bullish on working with AI. For her team, trying out new tools is pretty much a norm and a culture. She is bullish on using AI to expand capabilities that are otherwise constrained by budgets.

✨ AI video voiceovers

Glide has a prolific video team. To further scale video content creation efficiently without compromising quality or significantly increasing costs, the team uses AI voiceovers in video production. Fun fact: they have also created some songs with AI!

✨ Realistic AI photoshoots

If you have ever worked with a photographer for team pictures or site pictures (like office, manufacturing facility, etc.) you know that is expensive. So, her team uses AI tools like Midjourney to create realistic, context-specific images for marketing, avoiding expensive traditional photoshoots or generic stock imagery.

✨ Enhance lead management

Her team integrates AI-driven lead scoring directly into Glide apps, effectively prioritizing and routing leads. This has led to improvement in sales and marketing alignment.

✨ Juicing built-in AI features

Her team makes the most of AI capabilities within existing platforms like Notion and ClickUp to enhance project management and content generation.

Branca’s toolkit 🧰

Mohita Nagpal (Borneo, prev. Facets, Hiver)

✨ Context building when starting a new role

Mohita’s advice - If you are stepping into a new role, record conversations with the team esp. with founders. Use multiple LLMs to summarize them. This is especially helpful if you work in niche, technical industries where literature is hard to come by.

Mohita’s toolkit 🧰

Interesting perspective on AI

What we need as marketers working with AI - patience + playbooks

I hope today’s newsletter is food for thought as you work on creating AI workflows of your own!

As always, I'd love your thoughts on this edition.

Have an amazing week ahead! ✨ 

Your marketer friend,