Building In-Demand Marketing AI Skills

The marketing landscape is rapidly evolving with Marketing AI — which are tools, techniques and skills critically important for SMB marketers.  And the movement (happening for a long time now) is transitioning from learning and using AI to “delivering AI” for tangible business outcomes.

Are those outcomes learning, execution and cost-efficient automation, comprehensive content creation for multichannel campaigns, blogs, and social posts with powerful performance insights? AI is generating a lot of hype and it’s detracting from a solid, clear understanding of what’s needed and who should be fulfilling its promise.

The Special Perspective of Small Business

And small business lives in a different universe than Enterprise.  The needs of small businesses require versatility, broader awareness, and an affordable set of dashboard of tools to use creatively. Enterprise is a space for specialization with its focus on a small range of large-scale applications which are very expensive and require considerable technical expertise and massive customer databases.

SMB’s need more accessible, affordable tools, customized for their unique workflows and goals.

9 Essential Skills for Small Business Marketing AI:

1. Prompt Engineering:

• What it is: The art and science of crafting effective, detailed instructions (prompts) for AI tools (like ChatGPT, Gemini, DALL-E) to help generate high-quality, targeted material that aligns with brand voice, tone, and marketing objectives.
• Why it’s in demand: Marketing AI pros need to harness the full potential of generative AI LLM GPTs for content strategy, content creation (text, images, video), ad copy, social media posts, and more. This skill ensures the GPT AI helps with insights, and produces relevant and accurate results.

2. Proficiency in AI Marketing Tools & Platforms:

• What it is: Familiarity and hands-on experience with a wide range of AI-powered marketing tools across various functions. This includes understanding their capabilities, limitations, and how to integrate them into existing workflows.
• Examples of tools:
  • Content Creation: ChatGPT, Gemini, Deepseek, Jasper AI, Writer.com, Surfer SEO, ContentShake AI, Canva, Midjourney, Crayo, DALL-E, Runway ML.
  • Automation: Zapier, Gumloop, Albert.ai (digital advertising), Reply.io’s AI Sales Email Assistant, Chatfuel (chatbots), Userbot.ai (conversation management).
  • Data Analysis & Insights: Adara Analytics, Heap.io, Browse AI (web scraping), Algolia (search & recommendation), FullStory (digital experiences), Influencity (influencer marketing).
  • SEO: Surfer SEO, MarketMuse, Ahrefs, SEMrush.
  • Marketing Automation Platforms: Braze, HubSpot, Adobe Cloud Experience, Salesforce Marketing Cloud (with AI features).
• Why it’s in demand: Marketers need to efficiently leverage these tools to automate tasks, personalize experiences, optimize campaigns, and gain competitive intelligence.

3. Data Analysis & Interpretation with AI:

• What it is: The ability to use AI to analyze large datasets from various sources (GA4, reviews, social media, forums) to extract actionable insights. Manual technical skills (e.g., database management) in this area are rare and likely not present with freelance or creative marketing teams. This is better done with available AI analytics tools, specifically developed to help make analytics easy and more reliable.
• Why it’s in demand: AI can process vast amounts of data to identify trends, predict consumer behavior, segment audiences hyper-precisely, and optimize campaigns in real-time. Marketers need to translate these insights into effective strategies using outstanding AI-powered software. Marketers may need to assist clients in the selection of these tools and then utilize them.

4. AI-Driven Content Optimization:

• What it is: Leveraging AI LLMs to optimize content to match user intent, improve or test SEO tactics, and deepen audience engagement. This includes understanding how AI assesses user intent, content performance and suggests improvements.  Small business marketers need to understand how to make content more human, authentic, impactful, and engaging, because AI is weak in many of these areas. Google’s anti-Generative-AI filters present another challenge only an experienced SEO marketer will understand. Knowing the issues and limits of Generative AI output is essential.
• Why it’s in demand: To stay relevant and visible in an increasingly crowded digital space, marketers need to ensure their content is authentic, brand-focused, highly optimized and personalized against customer’s intent.

5. AI Workflow Automation:

• What it is: Designing and implementing automated workflows for tasks like email marketing, lead nurturing, campaign management, and customer service using AI. This also involves integrating AI into CRM and marketing automation platforms. Clickup, Hubspot, Braze, may help solve this automation quest.
• Why it’s in demand: Automation drives efficiency, reduces manual effort, and allows marketers to scale their efforts.

6. Hyper-Personalization & Audience Segmentation:

• What it is: Using AI to create highly targeted audience segments based on behavior, preferences, demographics, and even visual cues, and then implementing personalized messaging and campaigns for these segments.
• Why it’s in demand: Personalization leads to higher conversion rates, improved customer satisfaction, and reduced ad spend by focusing on high-potential leads.

7. Real-Time Customer Journey Analytics:

• What it is: The ability to use AI to analyze customer behavior across multiple touchpoints (text, images, videos) to gain real-time insights into their journey from initial engagement to purchase.
• Why it’s in demand: This enables marketers to tweak campaigns on the fly, optimize ads, and adjust messaging for a more dynamic and effective strategy.

8. Ethical AI Practices & Data Privacy:

• What it is: Understanding and applying principles of ethical AI, including addressing biases, ensuring transparency, maintaining data privacy (e.g., GDPR), and mastering risk management in AI applications.
• Why it’s in demand: As AI becomes more pervasive, ensuring responsible and ethical use is crucial for maintaining brand trust and avoiding legal or reputational issues.

9. Strategic Thinking & Adaptation:

• What it is: The ability to think strategically about how Marketing AI can be leveraged for broader branding/sales goals, rather than just tactical tasks. This includes adapting to new AI technologies and evolving market trends.
• Why it’s in demand: While AI can handle many operational tasks, human marketers are still essential for high-level strategy, creativity, and navigating uncertainty.

Finding the Right Marketing AI Training

Finding a good Marketing AI training program can be a frustrating challenge, as services for small business AI continue to be sparse and lagging behind enterprise AI training. However, courses are available online and may be found in colleges near you. Hubspot Academy, Marketing AI Institute, and Coursera offer classes. However, AI marketers do need hands-on training on real, current Marketing AI platforms and tools with actual case studies to learn from.

Learn Your Own Way: Given this challenge, many users are choosing to go direct to set up their own platform subscriptions and use their own marketing campaigns and data as their learning tool. First-hand organic, hands-on experience can be productive, even if the learning curve is long. Sometimes working with the AI software companies themselves and searching for expert consultants who can help you set it up, train you, and act as a guide is a good idea.  ChatGPT might be able to help you set up a Marketing AI campaign and AI content strategy.

However, if you’re determined to spend the time and money to get formal training that employers will respect, here is a comprehensive list of questions to ask, broken down by category, to ask the Marketing AI program salesperson:

1. Defining Learning Outcomes & Curriculum

• “What are the specific, measurable learning outcomes for this course? What will I be able to do after completing it?” (Push for concrete examples, e.g., “You’ll be able to create 5 different prompt types for generative AI,” or “You’ll be able to analyze customer data using X AI tool.”)
• “Can you provide a detailed syllabus or module breakdown that outlines the topics covered and the skills developed in each section?“
• “How much of the course focuses specifically on marketing applications of AI versus general AI concepts?” (Since you’re interested in marketing only.)
• “What specific AI marketing tools will be covered and how deeply will we learn to use them (e.g., beginner, intermediate, advanced)?” (List some tools you’re interested in, like Jasper, ChatGPT, Midjourney, Google Analytics 4 with AI features, HubSpot’s AI tools, etc.)
• “Will the course cover prompt engineering in depth, and will there be practical exercises focused on marketing content (e.g., ad copy, social media posts, blog outlines)?”
• “How will the course address data analysis and interpretation for marketers? Will we learn how to extract actionable insights from AI-powered analytics?“
• “Does the curriculum include modules on AI for specific marketing channels like SEO, content marketing, email marketing, social media, paid media, and customer experience?“
• “Will ethical AI practices, data privacy, and bias in AI be covered, and how will these topics be related to marketing applications?”
• “Is there a component on strategy and how to integrate AI into a broader marketing strategy?” (Beyond just tactical tool usage).
• “Will the course cover real-time customer journey analytics and hyper-personalization techniques using AI?“

2. Course Structure & Delivery

• “What is the format of the course (e.g., self-paced, live online, in-person, blended)? How much flexibility is there?”
• “What are the prerequisites for this course? Do I need any prior AI knowledge or coding skills?” (Reinforce your focus on marketing-only skills if you have no coding background).
• “What kind of hands-on exercises, projects, or case studies will be included? Will I be working with actual AI tools?” (This is crucial for practical skill building.)
• “How much time should I realistically dedicate to the course each week to achieve the learning outcomes?”
• “What kind of support is available if I get stuck or have questions (e.g., instructor office hours, discussion forums, one-on-one mentorship)?“
• “Will there be opportunities to collaborate with other students on AI marketing projects?”
• “How are assessments structured? Are they practical applications, quizzes, or a final project?“

3. Instructors & Expertise

• “Who are the instructors for this course? What is their background and experience in both AI and marketing?” (Look for instructors with real-world marketing experience using AI.)
• “Can you provide information on the instructors’ professional affiliations or companies they’ve worked with?“
• “How do the instructors stay current with the rapidly evolving field of AI in marketing?”

4. Career & Industry Relevance

• “How will this course help me advance my career in AI marketing? What job roles or responsibilities will I be better prepared for?“
• “Do you have any success stories or testimonials from previous graduates who have applied these skills in their marketing careers?“
• “Does the course include any networking opportunities with industry professionals or alumni?“
• “How does this course prepare me for the future trends and challenges in AI marketing?“
• “Is there any career support or guidance provided after course completion (e.g., resume review, job search assistance)?“

5. Certification & Value

• “What kind of certification or credential will I receive upon completion?“
• “How recognized or respected is this certification within the marketing and AI industries?“
• “What is the total cost of the course, and what does it include (e.g., access to tools, materials, support)?“

By asking these detailed questions, you’ll gain a much clearer picture of whether the AI course aligns with your specific goal of building practical, in-demand AI marketing skills.

By convincing your client/employer to subscribe and adopt it, the provider’s sales team may have training services available. They can help you set the software up, plus other related tools to extend its analytics and workflow value. And you can start learning using your own data.

Check out related posts on GEO, SGE, and AI content strategy.

Good luck building your career in Marketing AI!