Uploaded November 2025 | Updated September 2026, 3 weeks ago
AI is in the room — in fact, it is the room. Almost every B2B marketer is already using it to crank out content faster, leaner, and at higher volume. But here's the catch: faster drafts don't equal better writing.
In this session, Robert Rose will draw on fresh insights from the B2B Content and Marketing Trends Report and his new book Valuable Friction to explore how B2B writers can use AI effectively without losing themselves in the process. You'll learn why the real differentiator isn't more prompts or outputs — it's your ability to slow down, sharpen strategy, and infuse your work with the one thing AI can't replicate: human wisdom, voice, and originality.
We'll cover:
✅ How to make AI a creative partner, not a content crutch.
✅ Why "friction" — slowing down, editing, curating, and choosing — makes your writing more valuable.
✅ The research-backed proof that you can share with your colleagues that proves B2B marketing teams win through people, not platforms.
If you've ever worried about sounding like everyone else in the age of generative tools, this session will show you how to keep your work unmistakably yours — even when AI is part of the process.
👉 mprofs.com/mwb2025
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AI is in the room — in fact, it is the room. Almost every B2B marketer is already using it to crank out content faster, leaner, and at higher volume. But here's the catch: faster drafts don't equal better writing.
In this session, Robert Rose will draw on fresh insights from the B2B Content and Marketing Trends Report and his new book Valuable Friction to explore how B2B writers can use AI effectively without losing themselves in the process. You'll learn why the real differentiator isn't more prompts or outputs — it's your ability to slow down, sharpen strategy, and infuse your work with the one thing AI can't replicate: human wisdom, voice, and originality.
We'll cover:
✅ How to make AI a creative partner, not a content crutch.
✅ Why "friction" — slowing down, editing, curating, and choosing — makes your writing more valuable.
✅ The research-backed proof that you can share with your colleagues that proves B2B marketing teams win through people, not platforms.
If you've ever worried about sounding like everyone else in the age of generative tools, this session will show you how to keep your work unmistakably yours — even when AI is part of the process.
👉 mprofs.com/mwb2025
-----------------------------------------------------------------------------------------------------
FREE RESOURCES:
MarketingProfs Today: mprofs.com/thegotonewsletter
Online Events: mprofs.com/onlineevents2024
FOLLOW US!
LinkedIn - linkedin.com/company/marketing-profs
Instagram - instagram.com/marketingprofs
Facebook - facebook.com/marketingprofs
Twitter - twitter.com/marketingprofs
TikTok - tiktok.com/@marketingprofs
Threads - threads.net/@marketingprofs
