AI in B2B Marketing: The Practical Guide Series

Module 1: Setting Up the AI Tool Interface for Common Models / The Most Important Basic Functions

• Responsible Use of AI: How Can I Ensure Compliance with Data Protection Laws?
• Building a Knowledge and Values Database.
• An Overview of the Basic Functions of AI Models.
• Foundation Model: Definition and significance for the knowledge base of the respective AI model.
• Create instructions—including templates for inspiration.
• Understand, create, and use skills and connectors (terminology varies by model).
• Working on projects.

Module 2: Working with Multimodal Content / Prompting Workshop: Text, Image, and Video Models

• Prompt Engineering: Strategy, Text, Data Analysis, Images, and Video—including proven frameworks and the "Chain" and "Tree of Thoughts" methods.
• Integrating AI models with MS Office (PowerPoint, Excel, Word, Outlook): Summarizing meetings, extracting key points from lengthy documents.
• Images & Video: Regenerate and edit existing assets.
• Connectors to specialized tools such as Higgsfield or HeyGen: Create and internationalize content directly.
• Direct generation of management reports from web analytics exports.

Module 3: Marketing Communication, Marketing Mix, and Social Media with AI

• Target Audience Analysis / Personas: From AI-Powered Deep Research to the Final Persona.
• Social Media: Planning Organic Posts and Campaigns with AI.
• Automate editorial planning for all relevant channels.
• Social Listening & Community Management with AI.
• Multimodal analysis of competitive assets (text, images, video).

Module 4: Optimizing Content with AI

• Procedure for Content Editing.
• Improve content with the help of AI.
• Recognize AI patterns.
• Avoiding AI Slop: Identify and circumvent obvious AI patterns that are penalized by users and platform algorithms such as Meta and LinkedIn.
• Labeling AI Content: Why “AI-generated” Sounds Like a Warning and Triggers Rejection—and How to Do It Better.
• Use AI itself in the editing process to produce clear, understandable, and natural-sounding content more quickly.

Module 5: Data Analysis & Report Creation

• Operational Recommendations / Management Reports.
• Data-driven creation of management reports.

Module 6: GEO: Posting to Channels

• Understand how AI models select their answers and sources (query fan-out, grounding/RAG, competition optimization).
• Analyze data queries and prompt sets from AI models and use them to inform your own strategy.
• Optimize and take action effectively in terms of technology, content, and public relations.

Module 7: Wrap-up: Trends, Outlook, Q&A

• The latest news on AI models, new tools, methods, and possibilities.
• In-depth Q&A: plenty of time for your questions and specific real-world scenarios.
• Real-World Use Cases.