Why AI Might Be The Best Thing That's Ever Happened To B2B Copywriters

In a recent workshop  live streamed by Singulate CEO and cofounder, Dave Schools, and B2B marketing specialist Joe Cunningham, copywriters discussed this timely question: Has AI Killed Copywriting, or is it just the start of something even better?‍

They discussed practical ways B2B copywriters can win more work using AI, and create more value by adopting AI strategy and leveraging data more easily to increase targeting and relevancy in marketing campaigns that drive higher engagement and revenue for their clients.

Meet Dave and Joe

Dave Schools is the co-founder and CEO of Singulate, a marketing personalization platform born from his time scaling Hopin to $100M+ ARR. He enjoys improving segmentation and personalization in lifecycle marketing and likes to empower copywriters with tools to do this more efficiently.

Joe Cunningham is a freelance copywriter and editor at Stacked Marketer with years of in-house and agency experience. He provided valuable insights from a copywriters perspective, showcasing real-world examples of how to integrate AI into client projects.

The challenge: email personalization at scale is still really hard

Dave shared the backstory of Singulate, despite having access to vast amounts of data from CRMs, event tools, and customer platforms, many teams still resort to generic messaging. 

Why is that? Because crafting messages tailored to specific segments or even individuals has traditionally been a time-consuming and complicated process.

Singulate was designed to simplify the creation of modular content and scalable personalization, enabling copywriters and marketers to build customized messaging models that adapt at scale in automations and large campaigns.

AI makes copywriting come alive with data

Throughout the session, Dave and Joe highlighted an important key: AI isn’t replacing good copywriters. It’s replacing the manual and repetitive work that keeps them from writing to each person with 1:1 relevance.

Instead of manually building out 35 email versions, AI can take one 1 message template and assist in personalizing content variations and adjusting tone for different segments. The writer remains in charge of the creativity and strategic direction while AI handles the tactical and repetitve work.

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AI extends messaging strategies marketers create

Dave introduced a 4-part framework for AI copywriting that puts strategy first:

1. Don’t let AI write on autopilot. Use robust prompts. Be prescriptive. Fine-tune, fine-tune, fine-tune to control the pattern of personalization so that it works reliably at scale. 
2. Use modular building blocks. Mix and match content modules, such as segmented messaging, generative personalization, and core messaging, to create the best strategy for your email templates. 
3. Leverage AI for data and marketing ops, not copywriting. Keep the content human, but use AI to speed up the manual parts of targeting and personalization including creating segmentation, cleaning data, and summarizing content for each contact at scale.
4. Personalization Layers – Use tools like Singulate to dynamically personalize actual content (not just tokens) based on persona, title, or journey stage.

Live Demo: How Singulate Makes This Real

Dave gave attendees a live walkthrough of Singulate, showing how the AI platform turns a spreadsheet of customer data into hundreds of unique HTML rich newsletters uniquely written at the contact level.

“The best personalization is invisible - when it is so relevant, you don’t even notice it was personalized.”
- Dave Schools

Introducing the Singulate Certified Copywriter Program

The workshop wrapped with an introduction to the Singulate Certified Copywriter Program, a program for copywriters to expand their services using AI and add new revenue streams.

Here’s what you get as a Singulate Certified Copywriter:

• Earn 20% commission on every company you refer that signs up for Singulate (contracts typically start at $10k)
• Offer discounts to current clients, making it easier for them to adopt AI-powered tools and strategies.
• Expand your services by offering modular, segmentation and 1:1 hyper-personalization strategy as a service, not just copywtiting.
• Get priority support and training, including live onboarding sessions and exclusive resources.
• Join a private Slack community of top marketers, copywriters, and agency pros learning and sharing new strategies and prompts for using AI in email marketing
• Receive early access to new Singulate features, so you can use the most powerful tech to offer clients the best performance .

The program helps copywriters use Singulate to deliver personalization at scale for their clients - writing tailored messages using contact data, segmenting on the fly, and driving higher engagement and conversions across the funnel.

Don’t Miss the Replay: Watch it on YouTube

Want to see how all this plays out in real time?

Watch the replay for a full walkthrough of Singulate’s tools, plus behind-the-scenes examples of how marketers are currently scaling their email campaigns, improving engagement, and increasing conversions with more data and less time.