AI in B2B SaaS Marketing Roundtable

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AI is on everyone's minds right now, not least in B2B SaaS Marketing. But there are many ways you can go wrong if you do not approach using this new tool properly.

For starters, content still needs a strategy, a human angle, and to connect with its audience. Using AI unstrategically, expecting it to solve all your content problems, will not work. You will just add to the dearth of low-value 'insights' being pumped out into the internet at scale right now. If anything, human-driven content an even better chance of cutting through all the AI 'noise' right now.

Secondly, there are many dangers associated with AI; We as marketers are already not engaging our critical thinking skills enough, and AI could well accelerate this trend with very harmful consequences for our businesses. So there are pitfalls to using AI. But there are, of course, many benefits.

How we can leverage AI to improve B2B SaaS Marketing Strategy, Campaigns, and Growth

AI in B2B SaaS marketing has shifted from a nice-to-have to a competitive necessity. Modern marketing leaders use AI-powered tools to process vast amounts of customer and market data, uncover buying intent signals, and optimise campaigns in real time. In the SaaS world — where high-value contracts, long sales cycles, and complex buying committees are the norm — AI helps marketing teams build strategies that drive qualified pipeline and accelerate revenue growth.

With AI marketing automation, B2B SaaS companies can personalise outreach to thousands of prospects without increasing headcount. AI-driven segmentation uses behavioural, firmographic, and intent data to group audiences dynamically. Natural language generation creates copy in your brand voice while addressing the specific pain points of each segment. This means LinkedIn ads, email nurture sequences, and website CTAs all adapt to match the language and priorities of your target accounts, improving engagement rates and shortening sales cycles.

AI takes the guesswork out of campaign performance. Predictive bidding algorithms in platforms like Google Ads and LinkedIn Ads prioritise spend on high-likelihood conversions. AI-powered A/B testing tools can optimise ad copy, creative, and targeting variables in real time. On the content side, AI SEO tools analyse search intent, identify high-value keywords, and recommend on-page optimisations to increase rankings and organic traffic. Over time, this creates a self-optimising marketing engine that learns and improves continuously.

With this in mind, and more, we have gathered some key thought leaders in the field of B2B Saas marketing to discuss B2B Saas AI marketing strategies, AI for demand generation, AI-powered account based marketing, AI marketing tools (like Jasper) for SaaS, and the part Artificial intelligence can play in growth for your B2B SaaS business. 

In this roundtable:

1. Find out what AI is changing in the B2B Marketing world.
2. Explore how AI has shifted search and discovery behavior.
3. Get new approaches to AI implementation and experimentation.
4. Learn what is and isn't working.
5. Connect with world-class marketeers:

• Olga Andrienko, Marketing AI Ops > Brand Building Expert  > VP Marketing SEMrush
• Rudy Parker: Senior Performance Marketing Manager at Mention Me > B2B Demand Generation Specialist
• Jasper Rujs: Founder, Grow Steady > Sales & Marketing Operations AI Specialist
• David Arnoux, Fractional CxO (AI/GTM) | Founder of GenAI > Generative AI Expert
• Fabian Maume: Fractional CMO and Founder of Tetriz > Technical Growth Hacking Expert
• Marijn Kouw: Founder Lead Gem > Clay Expert
• Thomas Damen: CCO Two Feet Up > AI Leadership Expert.