4 Tips to Help Partner Marketers Leverage Generative AI: Insights from Dell Technologies’ Cheryl Cook
A recent study by the Enterprise Strategy Group highlights that marketing is the top area where companies are applying generative AI (GenAI), with 35% of respondents already using it and 45% seeing future potential. But what does this mean for Partner Marketing in the B2B tech space, and how can marketing leaders capitalize on this transformative opportunity?
Cheryl Cook, SVP of Global Partner Marketing at Dell Technologies and host of The Partner Connection podcast, is leading the charge. In a recent discussion with Michael Latchford, GM & VP of Strategic Alliances & Partner Marketing Services at MarketingVogue, Cheryl shared valuable advice for Partner Marketers looking to harness the power of GenAI. Here are four key takeaways:
1. Be Curious and Educate Yourself on GenAI
GenAI has the potential to revolutionize Partner Marketing, but the rapid pace of change can be overwhelming. While it took nine years for the PC to reach 100 million users, ChatGPT hit that milestone in just six months.
Cheryl emphasized the importance of staying curious:
“One of the best things Michael Dell has said is, ‘AI isn’t going to take your job, but someone who knows how to leverage AI will.’ AI is here to help us get better, not replace us. We shouldn’t be afraid of it.”
To stay ahead, Partner Marketers must take the time to understand GenAI. Read up on the latest trends, tap into consultants, analysts, and peers for insights, and experiment with new AI tools in your MarTech stack. The more you learn and experiment, the better positioned you’ll be to innovate.
2. Clean Data and Take an Iterative Approach
As the saying goes, “Garbage in, garbage out.” GenAI’s success depends on the quality of the data it’s fed. Before implementing AI tools, it’s essential to clean your customer data to ensure the results are accurate and relevant.
Cheryl advises adopting an iterative, six-month planning cycle:
“GenAI is a powerful tool, but it’s only as good as the data you apply it to. In the early stages, expect to review, refine, and perfect. That’s how these tools learn and improve over time.”
It’s important to be patient and committed to improving your data, as GenAI will continue to evolve and provide more precise insights as it refines its understanding.
3. Start with Low-Hanging Fruit Use Cases
GenAI can be applied in several areas to help Partner Marketers work smarter, not harder. Cheryl highlighted several promising use cases that can deliver quick wins:
- Targeting and Propensity Modeling: Use GenAI to analyze customer data and uncover higher-value opportunities. Share these insights with partners and sellers to increase conversion chances.
- Content Creation and Translation: Automate the creation and translation of content, saving time and resources while ensuring consistency in global messaging.
- Personalization and Customization: GenAI can help partners quickly tailor and brand content for demand-generation campaigns, empowering them to act faster and more efficiently.
- Media and Search Optimization: GenAI can help identify the best channels and opportunities to reach your target audience, ensuring your message lands at the right time, on the right platform.
- Partner Collaboration: In a complex partner ecosystem, GenAI can facilitate smoother collaboration, allowing multiple partners to work together seamlessly on joint go-to-market strategies.
4. Reimagine Processes with a Fresh Perspective
As you explore GenAI, Cheryl encourages Partner Marketers to look at their existing processes through a fresh lens:
“We all have processes that we’re tied to simply because they’ve always been there. But with GenAI, it’s an opportunity to rethink and reimagine those processes for better outcomes.”
By embracing a new way of working, Partner Marketers can drive innovation and unlock new levels of efficiency and creativity.
In Conclusion
Cheryl believes that GenAI will simplify many aspects of Partner Marketing:
“GenAI will automate the mundane tasks we don’t enjoy, freeing us up to focus on more creative, strategic work. It will help us deliver better experiences, faster, and ultimately drive better business outcomes.”
In the end, adopting GenAI is about being open to change and using new tools to deliver more value to your partners and customers. By staying informed, experimenting, and refining your approach, Partner Marketers can leverage the power of AI to accelerate growth and innovation.
Interested in more insights? Learn from other Partner Marketing leaders at companies like AWS, Microsoft, ServiceNow, and Commvault in the Partner Marketing Visionaries community, where you can access expert panels and discussions on co-marketing and measuring ROI.
