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Dr. Ian Howells

Dr. Ian HowellsDr. Ian HowellsDr. Ian Howells

Dr. Ian Howells

Dr. Ian HowellsDr. Ian HowellsDr. Ian Howells
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The Latest Ideas on Why Generative AI Comes First in Strategic Marketing

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

Revolutionizing B2B Marketing with the Generative AI Playbook

Discover the Book

Unlock the Future of B2B Marketing with Generative AI

In this hands-on guide, marketing strategist Dr. Ian Howells shows how to build and scale hyper-targeted campaigns in days, not months.
Whether you’re a marketer, sales leader, or executive, this book is your blueprint for the next era

of B2B growth, where every message drives market-shifting change.

Buy the Book

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.

Smart Conversations: Revolutionizing B2B Marketing

Unlock the Future of B2B Marketing with AI-Powered Precision

Generative AI is revolutionizing B2B marketing—Smart Conversations shows you how to harness it for unparalleled growth. In this hands-on guide, marketing strategist Dr. Ian Howells reveals how to create and scale hyper-targeted campaigns in days, not months.

With over twenty years of experience crafting innovative, go-to-market strategies, Ian offers more than just theory. This book offers an actionable framework, featuring real ChatGPT conversation transcripts that show marketing plans come to life right before your eyes.

Readers will learn how to:

  • Maximize generative AI conversations to unlock powerful insights
  • Craft hyper-targeted messaging for micro-vertical markets
  • Scale operations while maintaining a personal touch
  • Stay ahead of the curve in the fast-evolving AI landscape

Whether you're a marketer, sales leader, or executive, Smart Conversations is your blueprint for driving market-shifting change and leading the next era of B2B growth.

See the Table of Contents and Read the Introduction and Chapter 1.

Read an Extended Sample on Amazon

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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

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

—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

—Peyton Burch, CPA, Vice President Channel Sales 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.”

—Tina Wang, VP Product Marketing at Sage

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

—Brian Siefkes, Head of Product Marketing CRE at Sage

“Finally, the definitive how-to book that demystifies micro-vertical marketing! I’ve been asking Ian to write this book since 2019, and it delivers. Smart Conversations captures everything I’ve seen him practice: sharp segmentation, clear discontinuity, and a playbook that turns insight into revenue. A must-read for today’s marketer.”


—Brian Siefkes, Head of Product Marketing CRE at Sage

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

—Brian Siefkes, Head of Product Marketing CRE at Sage

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


What the Experts Say

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

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

—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.”

—Matt Heinz, Founder/President of Heinz Marketing Inc

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

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

“We need more playbooks like this! Kudos to Ian for creating a true step-by-step guide to turbo-charting your go-to-market results with AI. This is only the beginning!”

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

“As someone obsessed with revenue architecture, I found Smart Conversations both grounded and visionary. It translates Gen AI into GTM fluency, giving marketing leaders a real edge in a world where time, trust, and precision are everything.”

—Michelle Denogean, CMO at Mindtrip and author of GrowUp

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

—Dominic Ballinger, VP of Global RTM Performance & Planning at Sage

“This book translates the promise of generative AI into actionable go-to-market strategies.

As a CMO building in the AI space, I found it refreshingly practical and deeply aligned

with how real conversations drive category growth.”

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

From his early days at Ingres, competing against industry giants like Oracle, to his pivotal roles at Documentum, Intacct, and Sage, Ian learned that success hinges on understanding and addressing the unique needs of each customer group. Having worked alongside Ian at Documentum and Intacct, I saw how he built a systematic business practice that propelled both companies forward. This book distills his hard-earned insights and proven strategies, now amplified by the revolutionary capabilities of generative AI—specifically, ChatGPT.

Rob Reid

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

Forward by Rob Reid, Retired Chairman, Middle Market Solutions, Intacct

Whether you are a seasoned marketer or an executive looking to future-proof your strategy, this book equips you with the tools and methodologies needed to thrive in AI-driven marketing. Ian’s systematic approach, deep experience, and engaging style make him the perfect guide for this journey.

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