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The Latest Ideas on Why Generative AI Comes First in Strategic Marketing

Revolutionizing B2B Marketing with the Generative AI Playbook

About the Author

Dr. Ian Howells is a visionary strategist and marketing pragmatist with over two decades of experience scaling B2B SaaS businesses. As the architect behind some of the most innovative go-to-market strategies in enterprise software, Ian has pioneered the fusion of micro-vertical marketing and generative AI to deliver precision, speed, and scale not previously possible.

Ian held executive roles at iconic software companies, from Silicon Valley startups like Documentum to global cloud leaders like Sage, helping build categories and craft stories that resonate across industries. In Smart Conversations, he distills a blueprint for the next era of B2B growth—where AI meets micro-vertical segmentation, and every message moves markets. His work empowers leaders to move beyond tactics and into intelligent, whole-system thinking.

What the Experts Say

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

"Every marketer I know is trying to figure out how to rethink their playbook with GenAI. Ian takes his proven methodology and shows prompt-by-prompt how to create and leverage customer micro verticals, It's the GenAI playbook on how to create superior B2B marketing at scale."

Aaron Harris, Global CTO at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

“As someone who’s worked at the intersection of finance and innovation for over two decades, I can say this with confidence: Smart Conversations gets it. It turns generative AI into a practical engine for scalable, intelligent go-to-market execution.”

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

“In the tradition of Crossing the Chasm, this book helps you do something even harder: build intelligent, trust-based markets from scratch. It’s not just about technology—it’s about timing, tone, and transformation.”.

—Peyton Burch, CPA, Vice President Channel Sales at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

“I’ve worked with Ian on this strategy since 2016. What started as a smart idea became a full go-to-market system—now fueled by Gen AI. If you sell through others, this book is your blueprint.”

—Brian Siefkes, Head of Product Marketing CRE at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

“This is the Crossing the Chasm for the Gen AI generation.”

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

“At Google, we learned that scale without precision is noise. Smart Conversations brings that lesson into the Gen AI era, giving B2B marketers at all sizes of business a playbook for driving predictable, measurable, intelligent growth.”

Dr. Ian Howells

The Latest Ideas on Why Generative AI Comes First in Strategic Marketing

Unlock the Future of B2B Marketing with Generative AI

About the Author

What the Experts Say

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

Aaron Harris, Global CTO at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Peyton Burch, CPA, Vice President Channel Sales at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Brian Siefkes, Head of Product Marketing CRE at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

My Blog

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The Latest Ideas on Why Generative AI Comes First in Strategic Marketing

Unlock the Future of B2B Marketing with Generative AI

About the Author

What the Experts Say

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

Aaron Harris, Global CTO at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

Martina Lauchengco, Partner, Costanoa Ventures and Author of "LOVED"

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Peyton Burch, CPA, Vice President Channel Sales at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Stuart Evans, PhD, Distinguished Service Professor at Carnegie Mellon University Silicon Valley

—Brian Siefkes, Head of Product Marketing CRE at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

—Harry Davies, VP of Marketing Strategy & Effectiveness at Sage

My Blog

Subscribe

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