With all the hype on ChatGPT many people are worried that their jobs could be replaced by AI. I have been managing demand generation programs and teams for a long time – so I wondered: could it replace me? It is true that demand generation professionals are still in high demand, so it could be that ChatGPT fills in the gap when companies are unable to find/hire the right demand gen pro. Let’s put it to the test!
Here is the scenario I imagined. We have a series B funded startup that is starting to see early signs of product-market fit and they want to start testing a variety of demand generation programs. Could this company have someone on their leadership team, guided by ChatGPT, to build out a set of programs and measure the results.
Here are the questions and answers from ChatGPT. I then assigned a grade along with a brief reasoning for my assessment. See if you agree.
Question: By percentage, how should a series B, B2B SaaS company with an average selling price of $40,000 allocate its demand generation budget across program channels in under 100 words?
There is no one-size-fits-all answer to how a B2B SaaS company should allocate its demand generation budget across program channels, as it can vary based on various factors such as the target audience, competition, and the company’s specific goals. However, as a general guideline, the company could consider allocating the budget based on a mix of channels that have proven to be effective in generating leads and conversions, such as digital advertising (25-35%), content marketing (20-30%), email marketing (10-20%), social media marketing (10-15%), events/webinars (10-15%), and other channels as appropriate. The specific allocation percentages will depend on the company’s unique situation and testing the mix to find out what works best.
ChatGPT
GRADE: B Without knowing more, I would generally assign 25%-35% to events and webinars as these have frequently been solid pipeline generators for me in the past. Otherwise, the ratios were pretty in line.
Question: How should a series B, B2B SaaS company set up CRM and marketing automation systems to track the effectiveness of demand generation programs in under 100 words?
To track the effectiveness of demand generation programs, a Series B B2B SaaS company should set up a CRM and marketing automation system that allows for easy tracking and analysis of key metrics, such as lead source, lead status, conversion rates, and revenue attribution. The CRM should be integrated with the company’s marketing automation platform to enable lead scoring, lead nurturing, and targeted campaigns based on user behavior. Regular reporting and analysis of these metrics will provide insights into the effectiveness of demand generation programs, allowing for optimization and improvement over time.
ChatGPT
GRADE: C I would have hoped for more detail on using SFDC campaigns and look at key metrics like click rates, conversion rates, cost per lead and cost per opportunity.
Question: How should a series B, B2B SaaS company set up its initial LinkedIn and Google AdWords programs in under 100 words?
For LinkedIn, start by defining your target audience and creating a company page with a clear value proposition. Use sponsored content to promote your brand and thought leadership content to generate interest. For AdWords, choose keywords relevant to your target audience and create targeted ads with clear messaging and calls-to-action. Use conversion tracking to measure performance and adjust bids and targeting as needed.
ChatGPT
GRADE: NA I fault the question here. I should have asked for more specifics to define the audience, select the assets to offer and align the content along the value chain from ad thru to conversion.
Question: What type of events should a series B, B2B SaaS company consider to most cost effectively drive new pipeline in under 100 words?
A series B, B2B SaaS company should consider attending industry conferences, hosting webinars, and participating in targeted account-based marketing campaigns to cost-effectively drive new pipeline. These events allow for networking and exposure to potential customers, while also providing opportunities to showcase the company’s expertise and offerings. Additionally, leveraging social media and digital advertising can help reach a wider audience and generate interest in the company’s products or services.
ChatGPT
GRADE: C The answer lists some of the types of events but misses field marketing events completely. While social media can be a key part of event strategy, it does not tie this tactic in well. And it misses the cost per lead of various categories completely.
OVERALL ASSESSMENT: ChatGPT can provide a quick primer on key areas for those not steeped in demand generation but it is not a solid replacement for a demand gen professional. If I allowed for longer answers with more focused questions, the results likely would have been better. But, that depends on the user knowing the right questions to ask. So I am not worried about being replaced by ChatGPT today. However, the technology is going to only get better – so it’s only a matter of time!
Practical Strategies for B2B Technology Companies 