The B2B Marketer’s Blueprint for an AI + Human Hybrid Team

We keep hearing the same thing from B2B marketing leaders: “We have AI tools, but our workflows are still slow, messy, and manual.”

The pressure is on to hit goals faster and do more with less, but AI often feels like “one more thing” to manage rather than a real solution.

The truth is, speeding up content creation is just the start. The real shift happens when you stop treating AI like a clever intern and start giving it a full-time job.

That’s exactly what I’ll be covering at this year’s LavaCon Conference in my session, The AI-Forward Marketing Team Blueprint.

Join me October 5th – 8th in Atlanta — Save your spot here! In person and virtual tickets are available.

Most teams get stuck using ChatGPT for ideas. Winning teams are building Custom GPTs and giving them real, measurable roles that carry part of the load.

It sounds complex, but it’s not. It’s a shift in design, and the results are transformative.

We recently partnered with a $400 million medical device manufacturer facing a huge bottleneck: every piece of content was stuck in slow, high-stakes compliance reviews. We built them a custom AI teammate trained on their specific compliance guardrails.

The results were staggering:

• Within weeks, 75% of their optimized pages saw double the amount of organic traffic.
• Their content production increased by 100%.
• The projected ROI? As the client put it: “Insane. North of 5,000%.”

That’s the impact of designing a true AI + human hybrid team.

If you’re done trialing and ready to make AI part of how your team works, start with this simple exercise. Ask your team two questions:

1. What’s one task you’d happily hand off to an AI teammate if it could do it perfectly? Think: reporting, data validation, first drafts, repurposing content.
2. What’s one task that must always stay human? Think: final strategic decisions, client relationships, brand voice ownership.

This exercise quickly reveals where AI can provide the most value without threatening the uniquely human parts of your work.

One quick exercise won’t get you all the way there.

To make AI work, leaders need to face what I call the Five Hard Decisions, the choices that separate teams stuck in endless “AI pilots” from those who actually build AI into how they operate:

• Where will we apply AI first?
• How will we measure ROI?
• Who will lead the transformation?
• Which roles change, disappear, or emerge?
• How will we govern AI?

They’re easy to ask, tough to answer—and they mark the line between experimenting and delivering ROI.

At LavaCon, I’ll walk through each one and share how smart teams are turning decisions into measurable wins.

At LavaCon, I’ll share the full blueprint we use with B2B teams—practical tools and checklists to turn strategy into results.

You’ll leave with:

• How to grow with flat budgets and rising pressure?
• Which roles change, which new ones emerge, and how to move talent?
• Your First 30 Days Roadmap: a checklist for pilots that build momentum fast.
• Real-world case studies showing how this framework drives results, including the one that produced a 5,000% ROI.

Register here to save your spot at LavaCon 2025. In person and virtual tickets are available.

Did the exercise above spark an idea for AI’s first role on your team? Let’s turn that idea into a concrete plan.

Book a complimentary AI Roadmap Validation Session. In 30 minutes, we’ll map out that first AI role and build a business case you can take directly to your leadership.

No pressure, just practical ideas to get started.