Best Practice Briefing | On-Demand | AI
How to Use AI in B2B Marketing: Prompts, Agents and KPIs
Most AI training shows you what other organisations have done. This session shows you what YOUR organisation should do next.
Led by Propolis Strategy & Engagement Expert Scott Stockwell, this on-demand session gives you a practical, prompt-driven approach to AI adoption in B2B marketing.
Rather than benchmarking against award-winning case studies you can’t directly replicate, you’ll work through a structured framework for identifying, prioritising, and measuring the AI opportunities most relevant to your own team and budget.
You’ll also see Propolis AI in action, with prompts, skills, and agents that work across any LLM, so the techniques are immediately transferable, whatever tools your organisation already uses.
What you’ll take away
An AI evaluation framework for deciding which opportunities to prioritise in your organisation
A clearer picture of measurable marketing value and where AI can genuinely move the needle
The KPIs that matter for assessing the success of your AI initiatives
Practical techniques for avoiding generic AI output and generating insight that’s specific to your context.
About your expert
Scott Stockwell is Strategy and Engagement Expert at Propolis. His work centres on helping organisations, teams, and individuals work better and produce better work, with expertise spanning marketing strategy, innovation, employee engagement, content strategy, and brand management.
Scott brings rare depth to the AI in B2B marketing conversation. He is a Fellow of the IDM, a Non-Executive Director at Outvertising, and chairs the B2B Council for the DMA Group. He has served as a judge on multiple industry award panels, giving him a sharp eye for what genuinely moves the needle versus what simply looks good on paper.
He runs his own marketing consultancy, Workmatik, founded on the back of 25+ years in consulting and marketing roles at PwC and IBM.
Ready to get an actionable plan for AI in your B2B marketing strategy?
Fill in the form to access the recording and start building a clear, sustainable AI plan that’s realistic for you and your team.
