For SaaS Companies, “AI-Powered” is Marketing Table Stakes

Mark Evans
2 min readSep 22, 2023

AI is red-hot, but B2B and SaaS companies shouldn’t see a differentiator.

AI becomes table stakes when every company embraces it.

It’s interesting to see a marketing-savvy company like CoSchedule fall into the “AI trap.

“Its homepage was recently updated to:” The All-in-One AI Marketing Calendar for Content, Social and Beyond”.

That encompasses a variety of concepts and promises. It’s like someone says everything about you on the first date! Let’s break it down:

* “All-In-One”. That’s ambitious, presumptuous, and generic.

* “AI Marketing Calendar”. What’s an AI marketing calendar? AI-powered?

  • “For Content, Social, And Beyond”. Beyond what? There is no clear benefit for customers other than being able to “finally organize everything in one place.”

And you could push back on the claim that people’s calendars are unorganized.

Now compare these headlines with CoSchedule’s previous iteration:

Organize All Of Your Marketing In One Place. From Any Place.

Get more done in less time with the only work management software for marketers.


“Organize all of your marketing in one place.” Okay, that sounds good to me.

“Get more done in less time with the only work management software for marketing.” It’s a bold statement and an attempt at differentiation.

I’m offering my opinion with no insight, but it strikes me that CoSchedule is trying too hard to be AI-friendly.

AI can’t be ignored, but every SaaS company is scrambling to get on the bandwagon. I wouldn’t hitch my pony to it.

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Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing.