B2B Marketing

A second brain is a folder of plain text files that gives your AI assistant persistent memory of your projects, your voice, and how you work, so it stops starting from zero in every new conversation.

Marketers are being asked to do more with the same headcount. One marketer with AI is increasingly expected to ship the output of three.

We ran a hands-on workshop inside our AI Native Marketer program to address this new reality: a structured knowledge base, built in the free note-taking app Obsidian and operated by Claude Code, that any AI can read at the start of every session.

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Two AI workflows every AI native paid marketer should own

The two most useful AI workflows in paid marketing right now aren’t about writing better ad copy. They’re about building your ICP from real customer data instead of a guess, and automating campaign reporting so insights reach you the same morning instead of the following Monday.

We hosted the second live workshop in our AI Native Marketer program with Nick Christensen, head of growth at AppSumo, on exactly this: building agents to improve ad performance and monitor campaigns.

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Workflow-automation-why-mapping-beats-tool-first-thinking-Workflows

B2B marketing workflow automation works when you redesign the workflow before you touch a tool, not after.
The common failure mode is opening Claude, ChatGPT, or a workflow platform and handing over an entire task, hoping the output holds up. It rarely does.

The process for building genuine automation hasn’t changed since before AI existed: you still have to know each step of the existing workflow in detail before you can decide what an AI or automation should replace.

What gets inserted into each step has changed; the discipline of mapping the step itself hasn’t.

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How Obsidian Is Becoming the Context Layer for Modern AI Workflows

The biggest limitation of large language models today isn’t intelligence. It’s memory.

Open a new chat, switch to a different project, or kick off a new workflow, and you’re back to square one. You re-explain who you are, how you work, what your goals are, your tone of voice, your systems, your active projects, and the dozens of small details that actually make an AI’s output usable instead of generic.

Multiply that across every chat, every project, and every AI agent or automation you build, and the problem compounds fast.

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The 5 Skills Modern Marketers Need to Become AI-Native

AI-assisted marketers are becoming more replaceable. Marketers who build AI systems around their work are becoming more valuable, more in demand, and harder to compete with.

That’s not speculation. Over the past few months at CXL, we surveyed hundreds of B2B marketers and analyzed how AI is reshaping marketing roles, workflows, and organizational expectations.

The clearest signal from our research: becoming an AI-native marketer is where the industry is heading, and increasingly what companies are hiring for.

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When it comes to AI, most of us are already using it in one way or another. While marketers may lean on it for data analysis, to clean up some copy, or automate repetitive tasks, most marketers primarily use it as a search engine.

Whether it’s ChatGPT, Claude, or Gemini, chances are you’ve already used one of these tools to research something. But what if, instead of using existing AI to gather insights on your audience, you could build your own AI research tool?

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2025 marked a turning point for organic search. The rise of Google’s AI Overviews has led to a noticeable drop in traditional organic clicks. It didn’t just change how content is sourced in search but how search engines decide what content to pull or cite.

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Conversion rate optimization (CRO) today requires more than isolated page tweaks or intuition. Buyer behavior shifts rapidly, funnels spread across multiple touchpoints, and CRO teams are expected to validate every decision with evidence. As a result, the skills required to run high-quality experimentation programs are evolving just as quickly.

The gap between teams with strong CRO capabilities and those without is widening. Without the right training, marketers risk misdiagnosing funnel issues, wasting traffic, or relying on tactics that no longer reflect how users behave.

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Marketing didn’t suddenly reinvent itself. It just stopped rewarding amateurs. The easy wins are gone, channels are crowded, attention is expensive, and “pretty good” means invisible.

The fastest-growing marketers aren’t doing more; they’re doing what works, on purpose, with systems behind it, quicker than the market shifts. They’re complete marketers who can spot a real opportunity, position it cleanly, tell a story that lands, pick the right levers, and measure what matters. And that’s why they keep getting the bigger briefs, bigger budgets, and bigger titles.

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AI agents for B2B marketing

Automate content, SEO, and ads. Add buyer strategy, content funnels, apps, and AI readiness.

This program is designed to keep you up-to-date with B2B marketing and AI.

Check out the program