know edgeMarketing AI Conference 2023: Key Takeaways for B2B Companies

William McKee

Celebrating its 4th gathering, the 2023 Marketing AI Conference attracted over 700 attendees and showcased the rising influence of AI in marketing with talks on harnessing AI B2B and valuable networking opportunities.

MAICON 2023: More Intelligent. More Human.

The 2023 Marketing AI Conference has rapidly evolved into an essential event for forward-thinking marketers. Each year, I eagerly anticipate the innovations, insights, and new strategies shared during this gathering. The 2023 conference was no exception, marking a significant leap with over 700 attendees and 40 distinguished speakers, a testament to the growing role of AI in transforming marketing.

This year’s event was packed with workshops, keynotes, and invaluable networking opportunities, each offering a unique perspective on harnessing AI in the B2B space. Below, I’ve distilled my top 5 takeaways from the conference, encompassing not only the latest trends and technologies but also personal insights that underscore the event’s growing impact on the future of B2B marketing.

The AI Tools Explosion

We’re experiencing an AI revolution. This transformation isn't about the technology alone but how it's being integrated into everyday applications, making operations more efficient and data-driven.

Notably, legacy technology platforms like Adobe, HubSpot, and Salesforce are integrating generative AI into their tools at record speeds (likely using AI to help write and debug the code!).

For example, Adobe has enhanced its platforms with AI-driven analytics, offering marketers refined tools for interpreting consumer behavior, which allows for more targeted marketing efforts. Salesforce, with its Einstein AI, has taken customer relationship management to a new level by providing predictive analysis, thereby enabling marketers to foresee customer needs and preferences with unprecedented accuracy.

HubSpot, a prominent name in inbound marketing, has also integrated AI functionalities, especially its predictive lead scoring and tailored content delivery, helping marketers streamline their lead nurturing process, making interactions more personal and effective.

The shift we're witnessing is significant: we're moving from adopting AI for its novelty to operationalizing it across multiple business functions.

For B2B marketers, the implications are clear. It's essential to choose AI tools that address distinct business challenges and contribute to measurable outcomes. Rather than embracing every AI innovation, the focus should be on technologies that align with specific marketing goals and show clear pathways to return on investment.

The Role of AI Foundation Models

AI foundation models are the bedrock upon which many advanced AI tools and applications are built. These models, like OpenAI's GPT (Generative Pre-trained Transformer) and Google's BERT (Bidirectional Encoder Representations from Transformers), have set new standards in machine understanding of human language. They serve as the underlying technology enabling a range of AI applications that industrial marketers are now using.

For instance, GPT and similar models are being utilized as foundational elements for more complex platform integrations, enhancing tools that marketers rely on daily. These integrations allow for sophisticated content generation, nuanced customer communication, and more accurate search intent predictions, all of which are transforming how we approach digital marketing strategies.

However, employing these models effectively isn't without its challenges. The data used to train these models must be of high quality; otherwise, the output risks being unreliable or biased. Marketers need to be aware of the data and methods used to train the models in order to avoid these potential pitfalls, which can erode brand trust.

Moreover, these models aren't static. They require continuous updating and fine-tuning to stay relevant as language evolves and new data becomes available. This ongoing development means businesses must stay committed to education and adaptation, understanding that utilizing these models is not a one-time setup but an evolving process.

Paul Roetzer emphasized this in his discussion about GenAI tools at MAICON 2023. He likened large language models to a new kind of CRM — foundational, versatile, but requiring careful management and refinement to meet a business's specific needs. He also emphasized that it’s still early days in this field. We may find ourselves using a variety of models depending on the specific task at hand.

While AI foundation models hold incredible potential for marketing, their power can only be harnessed with a thorough understanding of their mechanisms, a commitment to knowing the inherent biases and limitations of the model you are using, and an ongoing strategy for their management and refinement.

Learn more about Foundation Models at

AI's Transformative Impact on SEO

The landscape of search engine optimization (SEO) is undergoing a seismic shift, largely propelled by AI's advancements. One of the most striking developments is Google's recent algorithm updates, designed to prioritize user-focused content or, as digital marketers are now terming it, "helpful content."

This evolution means that the traditional methods of keyword stuffing and link scheming are giving way to strategies that place a premium on genuinely valuable content. The content that succeeds in today's digital arena addresses specific user queries and offers unique, in-depth, insightful answers. This shift is so pronounced that it's changing how content is written. Marketers are now tasked with crafting material that AI tools could directly reference in response to user queries, a concept that was nearly unthinkable a few years ago.

But how does one adapt to this new AI-influenced SEO landscape? First, by recognizing that SEO strategies must now be more dynamic than ever. This involves staying current with AI trends and understanding how search engines are evolving. Tools powered by AI can aid in predicting future SEO trends, allowing businesses to prepare and adapt rather than react.

For instance, AI-driven tools can analyze search data to forecast upcoming trends, giving marketers a valuable head start. They can also assist in identifying content gaps in the market, providing companies with the opportunity to be first in addressing these needs.

However, leveraging these tools requires a willingness to innovate and a readiness to adopt new strategies. As AI continues to influence SEO, marketers must remain flexible, adjusting their tactics in response to these technological evolutions. This adaptability is what will differentiate forward-thinking businesses from those stuck in the traditional SEO mindset.

Crafting a Strategic AI Roadmap

In the realm of AI-driven marketing, navigating the plethora of tools and technologies without a plan can lead to overwhelming complexity and wasted resources. This is where an AI roadmap comes into play. But what is it exactly? It's a strategic framework that outlines how your business will adopt and leverage AI tools to achieve specific marketing goals and overall business growth.

Paul Roetzer highlighted the importance of this structured approach in his workshop, The Strategic AI Leader. He likens the absence of an AI roadmap to navigating uncharted territory without a map, emphasizing that understanding and utilizing AI requires a strategic, structured approach.

So, what makes an effective AI roadmap? First, it needs to align with your business's overarching goals. Whether you aim to enhance customer experience, increase operational efficiency, or improve lead generation, your AI initiatives must support these objectives.

Second, it's not just about technology. A robust AI roadmap also considers the necessary skills, staff training, and cultural changes within your organization. It's about preparing your whole business for a future where AI is integral to operations.

Additionally, your roadmap shouldn't be static. AI is a fast-evolving field, and your strategies must be agile enough to adapt. This means regularly revisiting and revising your roadmap, assessing new tools, and adjusting course as necessary to capitalize on the latest advancements.

One significant way AI roadmaps can foster growth is by identifying opportunities for automation and data analysis, which free up your team's time and resources, allowing them to focus on innovation and strategy. Moreover, by leveraging AI insights, marketers can identify trends and customer needs more accurately, driving targeted, effective campaigns that resonate with audiences and position you as a leader in the marketplace.

In essence, an AI roadmap is less about the destination and more about setting you on a journey equipped with the right tools, knowledge, and strategies to navigate the AI landscape successfully.

If you’re ready to create an AI roadmap for your business, check out this helpful AI Policy template from

Ethical Considerations in AI Deployment

As we embrace the advantages of AI in industrial marketing, we must also address the ethical considerations that come with its deployment. The conversation around the responsible use of AI is gaining momentum, and it's a discussion that companies can no longer afford to sideline.

Olivia Gambelin, an expert in AI ethics, offers profound insights into this matter. She posits that ethics should serve as a compass in the utilization of AI, guiding decisions not just on the legality or functionality of AI tools but on their broader impact on your customers, employees,  and community. It's about making choices that foster trust and promote fairness and transparency.

One primary concern in AI ethics is data privacy. Customers entrust companies with their data, and there's a moral obligation to safeguard this information. Businesses must be transparent about how customer data is used, particularly when used to train AI models. This transparency not only complies with data protection regulations but also strengthens customer trust.

Another critical issue is bias in AI. If an AI model is trained on biased data, it can make unfair or prejudiced decisions, which can harm individuals or groups. Companies need to scrutinize the data used in training AI models, ensuring it's representative and free of discriminatory biases.

Moreover, ethical AI use extends to how results and recommendations from AI tools are implemented. It's about ensuring these insights are used responsibly, respecting customer autonomy, and avoiding manipulative practices.

Incorporating ethical considerations into your AI strategy isn't just about risk mitigation; it's a commitment to doing business responsibly. It positions your brand as a trustworthy leader, one that respects customer rights and values ethical practices. As we venture further into this new territory, maintaining this moral compass is not just advisable; it's imperative.

Reflections on AI, Sentience, and the Future of B2B Marketing

My biggest epiphany came from the talk by Cassie Kozyrkov of Google where she portrayed AI not just as a technological advancement but as a catalyst in the realm of design innovation.

“Last decade’s user experience (UX) design philosophy for AI prioritized seamless, reliable solutions with minimal user tinkering. Today, ... the user is encouraged to interact directly with an AI component that’s designed for usefulness rather than seamless correctness." 
 — What’s Different About Today’s AI?

This perspective sheds light on how these technologies are reshaping our interactions with computers, steering them towards greater intelligence and intuitiveness. An intriguing neologism introduced by Kozyrkov was 'thunking'—a methodical approach to analyzing data and making decisions, where large datasets or problems are divided into smaller, more digestible parts.

Additionally, I came to appreciate the amount of data that is captured in our CRM, emails, meeting recordings, and documents. The possibility of using AI to help process all of this information that we create is an exciting proposition for both my agency as well as our clients.

While all of the talks touched on responsible use, job impacts, and/or making good decisions, the last talk by Olivia Gambelin, an AI Ethicist, brought us back to the human impacts of this technology. If the currency of marketing is trust, ethics is the decision analysis tool to help marketers make decisions that build trust.

At this point in time, my view is that these technologies are tools rather than embodiments of sentience. However, their formidable power cannot be understated. When utilized effectively, they offer substantial advantages to individuals and businesses. Such technologies also provoke deeper contemplation about the nature of intelligence and the evolving landscape of knowledge work. These dynamics highlight the importance of comprehending the context in which we deploy these tools, ensuring their optimal application in our ever-changing business environment.


The insights from MAICON 2023 underscore an undeniable reality: artificial intelligence has ceased to be just a futuristic concept; it's here, revolutionizing marketing in profound ways. From the surge of AI-powered tools enhancing customer interactions to the deep ethical considerations that every business must navigate, the conference laid bare the complexities and opportunities at our doorstep.
For B2B marketers, these advancements are not simply to be acknowledged — they demand action. The integration of AI into your marketing strategies should be approached with informed caution, a clear understanding of your business goals, and an ethical framework that guides every decision.

The urgency of adapting to an AI-augmented landscape cannot be overstated. Those willing to invest in understanding and leveraging this technology will set themselves apart, achieving not just growth but sustainable competitiveness in a rapidly evolving marketplace.

As we reflect on the learnings from MAICON 2023, the call to action for every industrial marketer is clear: embrace the AI evolution with strategic intent, ethical consciousness, and a commitment to ongoing learning. The future is unfolding, and those who are prepared will shape it.

In this journey, you're not alone. Our team at Knowmad is dedicated to navigating these advancements alongside you, turning insights into actions and challenges into milestones. Reach out to us, and let's forge this path to transformative success together.


William McKee

As a managing partner of Knowmad, William creates sustainable growth for the agency by leading its future vision, driving new revenue, and empowering team member productivity and well-being.


NC MFGCON 2024 Recap: Insights, Opportunities, and Growth for Manufacturing Industry

Web Analytics

Benchmark Your Industrial SEO for Growth