An overview to ChatGPT and how it can help B2B marketers

George Bates Artificial Intelligence (AI), B2B Content Marketing, B2B Storytelling, B2B Strategy

CAVEAT: This article was published in Feb 2023 when ChatGPT was announced.  The technology evolved rapidly.

As a B2B marketing agency, we are always on the lookout for innovative and efficient ways to help our clients in the Professional Services, Technology, and Industrial sectors achieve their marketing goals. A recent survey conducted by Microsoft, where they surveyed 2,700 employees and 1,800 business decision makers across the US, UK, and Japan, found that 9 out of 10 people are open to using Artificial Intelligence (AI) and a further 3 out of 4 want greater access to low or no cost tools. One of the recent developments in the field of AI is a pre-trained AI language model that has the ability to understand and generate human-like text, OpenAI’s ChatGPT 


We are having frequent conversations both internally and with our clients about the opportunities – and threats – presented by ChatGPT. As it’s become such a trending topic in the marketing world and beyond, below we will be sharing how ChatGPT can be used along with the capabilities and limitations of the platform, so that you can make an informed decision about whether it is the right tool for your business. 


Capabilities of ChatGPT:


While ChatGPT is a powerful tool, it is important to understand its capabilities and limitations. On the one hand, ChatGPT is incredibly fast and efficient, and can generate high-quality text at a much faster pace than a human writer. It can also be fine-tuned to cater to specific business needs and objectives:


1. Natural Language Processing (NLP) and Text Generation: ChatGPT is a pre-trained AI language model that uses NLP to understand and generate human-like text. It can be used to generate content, such as blog posts, product descriptions, social media posts, etc. It can also be used to answer questions in a conversational manner, making it an ideal tool for customer service and virtual assistants.


2. Speed and Efficiency: ChatGPT is QUICK. The response rate is almost instant and it can handle multiple tasks simultaneously, reducing the time and resources needed to complete a project. On the surface, this makes it an ideal tool for businesses looking to streamline their content creation and customer service processes.


3. Customisation: ChatGPT can be fine-tuned to cater to specific business needs and objectives. This makes it possible to generate content that aligns with your brand’s tone and style, while also providing more relevant answers to customer queries.


Limitations of ChatGPT:


However, ChatGPT may occasionally generate incorrect information due it’s limited knowledge of the world and events after 2021. There is also a risk that it may produce harmful instructions or biased content:


1. Lack of Empathy: Despite its human-like text generation capabilities, ChatGPT is an AI model and lacks the emotional intelligence of a human. This means that it may struggle to understand and respond to emotional or sensitive customer queries, potentially leading to unsatisfactory customer experiences.


2. Lack of Contextual Understanding: ChatGPT has been trained on a vast corpus of text data, but it lacks the ability to understand the context in which a text was written. This means that it may generate responses that are not relevant to the current situation or context, leading to confusion or miscommunication.


3. Limited Creativity: While ChatGPT can generate high-quality text, it is limited by the data it has been trained on. This means that it may struggle to generate truly original or innovative content and may instead rely on generic templates or pre-existing text.


4. The issue of IP: Although responses generated by ChatGPT are not considered original creations of the human mind and thus are not protected by copyright law, the information within those responses could well be. For example, ChatGPT may reference text or images copied from other sources. In these cases, it is important to obtain permission or a license to use the content in a specific way in order to avoid infringing on the intellectual property rights of others. This is a grey area at the moment and could potentially open your brand up to legal implications – so it’s wise to be wary.


Proceed with caution


With the above said, how far you leverage this platform is up to you. As it is still in its relative infancy, there are constant updates, which means the possibilities and power of this platform could be endless.


While speed and ease of use are major benefits, it’s important to remember that even in the world of B2B, building and nurturing relationships along with communicating credibility and authority are key elements of successful marketing. Can you guarantee this with a tool like ChatGPT? Can it replicate the years of experience, copious knowledge, and genuine empathy that you want your brand to emulate?


So, how can you leverage ChatGPT for your B2B market strategy?


Firstly, you’ll need to sign up or log in on the official OpenAI website; once logged in, you can ask your question or prompt in the dialogue box and then ChatGPT will do the rest. It can be used for organising and streamlining your day-to-day, but also for your B2B marketing strategies.


Currently, we have been testing out the platform for rewriting proposals in a specific voice – We had a client using it to rewrite a marketing plan in the tone of voice of Steve Jobs! It also can be used to help write script and code for various programmes ranging from Excel to After Effects.


A great use for ChatGPT is for generating content, especially when asked to create shorter-form content from larger pieces of work. The speed at which it can turn a 1,000- word blog into various LinkedIn Posts and Tweets is impressive, allowing you to save time and resources.


Key Takeaways


1. ChatGPT is a powerful AI language model that can be used to generate text and answer customer queries.


2. It offers significant time and resource savings compared to traditional content creation and customer service processes.


3. It can be customised to align with your brand’s tone and style, but it may struggle to understand emotional or sensitive customer queries.


4. It may also lack the ability to understand context and may generate generic or unoriginal responses.


In conclusion, ChatGPT is a useful tool for businesses looking to streamline their content creation and customer service processes, but it is important to understand its capabilities and limitations. By weighing the pros and cons, you can make an informed decision about whether ChatGPT is the right tool for your business. You can find a more in-depth explanation on how exactly ChatGPT works here.


Get on board but do so carefully. This will not replace marketers, but if we were Google, we’d be more than a little worried.


If you have any questions or concerns about ChatGPT, please do not hesitate to reach out to our team for guidance.

George Bates

George Bates

Digital Marketing Manager

Starting life as an estate agent, George saw the light and spent his evenings building his own digital marketing business Joining Velo in 2022, George manages inbound and outbound campaigns using that entrepreneurial flair to good use. He loves photography and is currently devoting his spare time to writing his first book