It's easy to get nostalgic for the good old days.

We just watched the satirical movie “Unfrosted” about making Pop-Tarts. It's filled with nostalgic references and jokes blended with a modern-day perspective. Although Pop-Tarts have fruit flavors, it's 100% artificial flavors loaded with sugar that give them their taste, for many kids in the '60s, that robbed them of the opportunity to truly savor the exquisite balance of sweetness and tartness in organic fruits.

Some people embrace the new, while others embrace the past. We tend to romance the good and forget the bad.

I remember when phones had cords, you could find them on street corners, and when there were party lines, you could eavesdrop on other people's conversations. When you wanted to listen to music or watch a movie at home, you rented a VHS from Blockbuster, bought an album, and had to flip it halfway through. Grocery stores did not have an organic produce section.

Today, you carry a phone and a computer in your pocket. That phone will stream movies and music on demand. That phone is soon to be filled with more and more artificial intelligence.

Organic is Relative

Organic has always existed, usually in your garden or a local farm. Large farms used DDT from the 1940s to the 1970s to increase crop output by protecting plants from insects. DDT was banned in 1972 in the US because it was found to cause environmental issues, potential cancer, and infertility, and insects became immune to it.

On average, organic foods cost about 20-25% more; however, the price difference can range from 10% to over 100% for certain products.

While organic food is more expensive, they have many benefits for the added cost. They generally have more nutrients, fewer chemicals, no growth hormones, are not genetically modified, and have environmental benefits.

Although organic food is more natural and less artificial, we still enhance it with oils, spices, and even sweeteners before we consume it to increase flavor and improve taste. I still like to add sugar to my organic berries when I create a healthy smoothie with them.

Organic Marketing is Relational

As Artificial Intelligence begins to overtake the marketing world, I think it's a good idea to get nostalgic about marketing and see how we can infuse it with a modern-day perspective.

When you get down to the core of marketing, it's about people. Marketing is creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. At its core, it's about getting people to buy something. Consumer marketing is often self-serve. People select and buy products and services based on marketing alone. A sales team and process usually facilitate a sale in the business-to-business world.

Business-to-business marketing is more about enhancing human-to-human relationships that lead to sales. It's more like a door-to-door salesman selling vacuums than an Amazon drone delivering one before your current vacuum breaks.

Organic Marketing is often defined as content creation and distribution versus paid advertising to attract leads. It's a digital marketing strategy that generates traffic to your website, builds brand awareness, and attracts potential customers. B2b Organic Marketing means the ultimate goal is to connect those potential customers with your sales team and process.

I know from experience that organic B2b marketing costs less in most cases and generates more sales.

AI Marketing

If you follow what is being said about AI, it can create content, target customers, and service them with chatbots that sound and act almost human.

People in marketing fear that AI will make many marketing jobs obsolete, but I think the fear should be that it will just create more noise and make it harder to market to individuals.

AI is, for all practical purposes, a computer that utilizes other people's creativity and knowledge to create the perception of knowledge, experience, and creativity.

For example: I could have just had AI write this article.

In the ever-evolving digital landscape, businesses are constantly seeking innovative ways to connect with their audiences authentically and effectively. Enter organic marketing, a strategy that prioritizes creating valuable content to naturally attract and engage potential customers. And now, this approach is being supercharged by the power of artificial intelligence (AI), thanks to visionary organizations like Natural Networks.

It smells and tastes more like a Pop-Tart than a bowl of organic berries with sugar on it. Somehow, it thinks I run a company called Natural Networks. Secondly, It has the DDT of marketing speak (pulled from the internet) of “ever-evolving digital landscape,” “innovative ways,” and “supercharged by the power.” Finally, AI has probably watched the movie “Unfrosted”, but I doubt it understands the jokes about TANG, how milk is like Big Oil, and why the cereal mascots attack the Kellogg headquarters to stop the certification of Pop-Tarts.

Thanks to the wonders of AI, there are now tools that can whip up a video script for you, create a digital doppelganger that looks and sounds just like you, and then blast that video out to people who have no clue who you are or what you're selling. It's like a marketing cornucopia from a digital marketing farm!

AI Infused Marketing

Artificial Intelligence can be a bit like sugar added to your organic berries. It can enhance your knowledge and experiences. It can spark your creativity. And when used to gather and process data, it can give you perspectives that you may have never seen or even thought about. More importantly, it can help you become a better human to communicate with!

For example, I used AI with this article by asking questions that led me to write what I feel is more exciting and interesting content. (Although I will let YOU be the judge of that).

  • What are people nostalgic for?
  • Why is organic food better?
  • What is Organic Marketing?

None of what I read was copied and pasted. I used it to infuse my concepts with creativity and context. I use a tool called Perplexity AI, which combines Claude, ChatGPT, and LLaMa to provide a mix of replies to prompts.

When it comes to building better relationships, I use a tool called Crystal Knows to understand the personality of the people I communicate with one-on-one (in person, on the phone, or via Zoom).

Finally, I use a simple CRM called Nimble to capture data from LinkedIn, Crystal Knows, Google, and, more importantly, my notes when meeting with people. This allows me to tag, segment, and create more personalized marketing messages that are genuine, authentic, and one-of-a-kind when conversing with prospects, clients, vendors, and more.

Closing Thought

Pop-Tarts were an innovation—breakfast you could take with you. Starbucks was an innovation—creating a meeting place for hipster techies. AI supersedes both of them.

  • Alan Turing first proposed an “imitation game” to assess machine intelligence in 1950. 
  • The phrase “machine learning” dates back to 1959 when Arthur Samuel defined it as “the ability to learn without being explicitly programmed.”

70 years later, we have computers creating art, music, and conversations. In the 2013 movie “Her“, the main character developed a relationship with an AI assistant. Today we have the same through Claude and ChatGPT, but I can guarantee that AI is not interested in buying anything from you… but it will sell you a subscription.

______________________________

Comment below and share your thoughts, ideas, or questions about business-to-business sales and marketing today! Do you have a sales or marketing communications strategy that works for you? What tips or techniques can you share that work for you and your business?

To learn more about this and other topics on B2b Sales & Marketing, visit our podcast website at The Bacon Podcast.

From the same category