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How B2B Companies Should Use AI | Vol 174

Free Content

Welcome to Volume 174 👋

We’re back for another Thursday!

In this week’s newsletter, we’ve got: 

Let’s get into it.

📩The Ultimate Guide to Content Distribution 📩

If you’ve followed Foundation for long enough, you know there’s one thing we always preach: 

D.R.E.A.M. — Distribution Rules Everything Around Me

It’s easy to forget about the critical role distribution plays in connecting your target audience to your content — from sales posts on LinkedIn to community hubs like Reddit and Quora. That’s why we’re bringing back this gem from Ross. 

In this comprehensive guide, you’ll learn how to do the following:

  • Master the art of leveraging Owned, Earned, and Paid Channels for maximum reach.
  • Discover strategies to stand out in the content overload and effectively connect with your target audience.
  • Gain actionable insights on choosing the right distribution channels to boost brand awareness and drive conversions.

Check out Ross’s Ultimate Guide to Content Distribution, and transform your content to engage your audience and grow your business.


🤖 How B2B Companies Should Use AI

Most B2B companies aren’t doing everything they can with AI.

But how do you make the jump into new ways of adopting this cutting-edge technology?

Some of the best applications are in sales and marketing.

Here are four of the best ways that you can use AI right now:

  1. Automate repetitive tasks

Too many B2B companies have employees perform the same simple tasks over and over again, like keyword analysis or content repurposing. This wastes time. They could instead have their teams do something more creative, something a bot can’t do. By automating repetitive tasks, you can use human resources to much greater effect.

  2. Create lots of content

Marketers are under pressure to create a huge amount of content while meeting high quality standards. With detailed prompts, AI can replicate your brand’s voice and deliver quality content quickly. The devil here is in the detail: To use AI well, and scale your content creation process, you need to know how to write good prompts.

  3. Discover audience identification

AI can also help you figure out who to target with your marketing and sales campaigns. It makes analyzing large and complicated data sets possible, and it can also track your audience’s preferences as they evolve. Knowing your audience thanks to AI insights means you can make more accurate and informed sales and marketing decisions.

  4. Create personalized content

Making highly personalized content used to be prohibitively expensive and timely. But AI makes all the difference, letting you curate, customize, and refine content according to audience segment preferences.

Want to know how to do all of this with AI and get recommendations on the tools to do it with? We go in-depth in our latest breakdown.

But if you aren’t a Foundation Insider yet, sign up now to get access to this and dozens of other full guides and case studies.

Introducing Foundation’s AI Marketing Console

A few years ago, if someone said that mastering a single SaaS tool could save you 500+ work hours every year, make you a better creator, and increase your chances of landing a leadership position, you’d probably laugh them out of the room. Well, no one’s laughing now. 

Generative AI is projected to add billions of dollars to the marketing industry in productivity savings alone, and the vast majority of professionals in our industry are incorporating AI this year. 

Like all emerging technologies, there’s a huge advantage to moving quickly. Experimentation and research are key to building the skills you need to stay ahead. Unfortunately, these are also time-intensive processes.

That’s why we’re excited to announce the release of the AI Marketing Console

With the AI Marketing Console, you get an arsenal of 130+ battle-tested ChatGPT prompts to help you create everything from landing pages and email drip campaigns to reports and customer research. 

Plus, you’ll get exclusive access to the following: 

  • A visual AI toolkit with 20+ video walkthroughs
  • Two keynote presentations on the state of AI in marketing
  • An AI content evaluation checklist to level up your outputs

Get full access to the AI Marketing Console, and start building your AI skills now.

If you want more information on why we’ve created this offering, check out this video from Ross.

Become a Foundation Insider today to access the full BRICK report, which covers exclusive B2B SaaS growth, SEO, content case studies, and other resources. 

The BRICK report is a goldmine for C-suite executives and marketers. We cover critical issues, such as the importance of product vs. brand, the impact of social media channels on revenue, and the relationship between blog posts and traffic. The full report is only available to Lab Insiders.

With a membership, you also get access to some of our latest and greatest case studies:

Become An Insider
Access Everything You Need to Scale Your Content Marketing Team


👀 What’s the Latest in B2B SaaS This Week? 👀

🎧 Learn How to Create Like the Greats 🎧

Looking to build your company’s content marketing and distribution engine? Interested in learning how leading brands like Loom, Toast, and Calm create winning content? Or do you just want to hear conversations from the likes of Tamara Dworetz, Dave Gerhardt, and Dr. Julie Gurner?

We have the podcast for you. 

In Create Like the Greats, Foundation CEO — Ross Simmonds — discusses marketing, the creative process, life, and everything in between. Here are some of the most recent episodes you can catch up on: 

Kickstart your creative journey today and check out the podcast on the Foundation website, or listen through Apple Podcasts and Spotify.

🧠 This week’s Brain Food 🧠 

Give yourself something to look forward to.

There are a lot of ways to do this. The most exciting one is to make some unique or exotic plans, but it doesn’t have to be that complicated.

For example, you can make a promise to yourself that at the end of the day, you’ll cook something you love. Or that you’ll go for a walk somewhere pretty or make plans with a friend.

Put it on your calendar and arrange everything else to make sure you can make it happen.

Having one great thing you’re looking forward to daily makes it easy to push through a tough day, motivates you to work even harder, and can even make your daydreaming more productive — after all, you’ll be making plans, not just idly thinking!

Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.

🏅Twitter/X Thread of the Week

How do you calculate the ROI of your SEO efforts? by Luke McCarthy

🎖️ LinkedIn Post of The Week

What happens when you ungate your B2B SaaS product? by Steven Macdonald

🤳🏽 Nice Finds You Should Binge

🎧 What We’re Wired into This Week

Lianne La Havas: Tiny Desk At Home

This marvellous marketing medley is brought to you by me, Chris Meabe.

If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at We’re always looking for ways to improve and make sure you receive the best B2B SaaS marketing resources. 

Have a great week(end), and stay safe.

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