How to Lead Marketing Innovation Through AI
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AI is a hot topic for everyone in marketing right now, with tools like ChatGPT and other generative platforms changing how we work. But can marketers really harness AI effectively while maintaining that essential human connection with customers?
In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Melody Easton, CMO of Belt Software, to explore the transformative impact of AI on marketing strategies. With over two decades of experience in the tech world, Melody offers a masterclass in implementing AI tools while preserving the essential human elements that drive authentic connection and creativity.
From building effective prompt libraries to balancing automation with strategic thinking, Melody shares practical insights that marketing leaders can implement immediately.
What You’ll Learn in This Episode:
✔️ How AI enables smaller marketing teams to deliver more with less resources
✔️ Practical applications of AI for content creation, social media, and strategic planning
✔️ Techniques for building an effective prompt library for consistent AI outputs
✔️ The importance of balancing AI assistance with human creativity and strategy
✔️ Why human marketing expertise remains crucial even with advanced AI tools
✔️ How to maintain authentic brand voice while leveraging AI for efficiency
✔️ Strategies for training team members to become proficient with AI tools
✔️ Predictions for the future of AI in marketing, including hyper-personalization and GEO (Generative Engine Optimisation)
EPISODE OUTLINE AND HIGHLIGHTS
[02:17] How AI has transformed marketing team capabilities and workflow
[04:21] Creating a prompt library for consistent AI-generated content
[10:09] Why marketing leaders still need human judgment and experience
[12:44] The critical human elements AI cannot replace in marketing
[15:02] Overview of Belt Software's natural work management application
[19:31] AI tools for strategic planning and marketing frameworks
[28:28] The future of AI in marketing: multimodal interfaces and personalisation
[39:26] The emergence of GEO (Generative Engine Optimisation)
THE HUMAN-AI BALANCE IN MARKETING STRATEGY
Despite her enthusiasm for AI tools, Melody makes a compelling case for why human marketers remain indispensable, especially at the strategic level.
"Marketing has evolved. We are so much more than that and very strategic... what AI doesn't have yet is human empathy. It can't actually read the room. It doesn't have the human nuances that we have, like when we talk, we know who our personas are, and we've met them in person. So we have a better natural understanding of that human connection."
She describes AI as "a covers band" rather than the original artist—excellent at synthesizing and refining existing material but still lacking in true originality and creative breakthroughs. Melody emphasizes that strategic marketing functions like stakeholder engagement, business acumen, and positioning development remain distinctly human domains.
The most effective approach combines AI's data processing power with human experiential knowledge, creating a partnership where each contributes their strengths. As Melody notes, "It comes down to CMOs having the ability of combining AI insights with that human element. We need that because our prospects and customers are human."
This balanced perspective offers a roadmap for marketing leaders navigating the AI revolution—embrace the technology where it adds value while recognizing and nurturing the uniquely human elements that drive connection and innovation.
DEEP DIVE: BUILDING A PROMPT LIBRARY FOR MARKETING EXCELLENCE
Melody shares a game-changing approach to AI implementation—creating a standardized prompt library for marketing teams. This systematic method ensures consistency across all AI-generated content while allowing for creativity within structured parameters.
"One of the things I did, I started creating a prompt library... there's two reasons for this. One, I want the consistency, but also if I've got a whole team doing stuff, you would write a prompt this way, I would write a prompt that way. By standardising the prompts, it means no matter who's writing that blog on that day, we all start with the same prompts."
She explains how her team has evolved these prompts through trial and error, incorporating marketing frameworks and even training AI to understand their brand voice. The library includes specialized prompts for different content types and channels, allowing team members to leverage established formulas rather than starting from scratch each time.
This approach transforms AI from a generic tool into a customized asset that reflects the company's unique positioning, messaging, and audience understanding—effectively capturing the organization's marketing intelligence in a format that can be consistently applied and continuously improved.
RESOURCES MENTIONED:
Perplexity: AI tool for finding verified statistics and research
Invideo: Tool for AI-generated video content
Midjourney: AI image generation tool
Google Deep Research: AI research assistant
Belt Software: Natural work management application using AI
TODAY’S GUEST
Melody Easton is a seasoned marketing executive with over 20 years of experience in the technology sector, specializing in transforming complex solutions into relatable, actionable strategies that drive customer engagement and growth.
She began her career in Legal IT at iManage during its start-up phase, laying the foundation for her expertise in marketing products and services tailored to professional industries. Over the years, she has held senior roles at multiple vendors, mastering the art of customer advocacy, building vibrant communities, and implementing impactful lead and demand generation strategies.
Passionate about blending cutting-edge technology with user-centric solutions, Melody is a keen advocate of AI in marketing and the evolution of marketing in technology-driven markets. With a deep understanding of the challenges organizations face in adopting new solutions, she champions innovations that integrate seamlessly into existing workflows.
When not at the forefront of marketing transformation, Melody enjoys travelling, spending time outdoors and Is an avid mountain biker, and paddle boarder.
You can connect with Mel on LinkedIn, or learn more about Belt Software
OUR HOST
Karen Lloyd is a passionate marketing head-hunter and recruitment expert specialising in marketing and C-suite in the technology sector. With over 25 years of experience in the recruitment industry, Karen brings a unique depth of expertise that sets her apart from most recruiters.
Over her career, Karen has accumulated a wealth of experience that includes serving as a Board Director and being actively involved in growing a business for 13 years. Karen has been a part of five start-ups, giving her first-hand knowledge of the critical importance of hiring the right people.
Currently, Karen is the founder and Director of Armstrong Lloyd. She leads a very special team that partners with businesses and empowers them to build industry-leading marketing teams for some of the most exciting B2B technology brands - from small agile and disruptive start-ups to global giants providing a wealth of product and service offerings.
