Your Peers Are Likely “Vibe Marketing." Are You Reaping the Benefits?

AI tools have changed how campaigns get built, how fast they launch, and how lean teams can scale without sacrificing quality (if done properly). Out of this shift, a new concept has emerged: vibe marketing. Early adopters are enabling their teams to deliver more integrated campaign assets, rapidly respond to A/B test results and market shifts, and spend time thinking instead of executing. If this is the first time you’re hearing of the term, it’s not too late to catch up. This article is designed to help you understand the concept and set a foundation for success.

So, What is Vibe Marketing?

This term comes from “vibe coding,” a trend where users express their intention using plain speech and the AI transforms that thinking into executable code. In marketing, it means one person can own far more of the process than they could two years ago. Instead of ten-person teams split by discipline, you now have generalists using AI tools to create and launch campaigns with speed and tact. By leveraging tools like ChatGPT, Canva, Midjourney, and Make to generate copy, visuals, and automate their workflows, one marketer can now deliver more of the story without relying on siloed teams and lengthy timelines.  

Interest in the term is rising fast. Searches for “vibe marketing” are up 686% over the past 12 months. And it reflects the necessity of lean marketing teams to replace traditional execution models with more efficient and flexible ones that drive the same, if not greater, results. 

When executed well, the result is still strategic, but the execution is faster and more fluid. Campaigns can now be refined in real-time. Concepting no longer takes months. Data can be consolidated in seconds. Your brainpower can be spent on insights and strategy instead of execution. 

Why B2B Marketers Should Care 

It’s tempting to see this as a consumer trend or death of marketers (if you’re the alarmist type), but it’s already reshaping how B2B teams operate and allowing them to market not just faster, but better. Here’s why it matters, and might even be a positive: 

• Speed to execution: Campaigns no longer take weeks to months to concept and launch. The barrier of entry is all but eliminated, so it’s easier to try things that are new and creative.
• More agile teams: Fewer marketers can handle roles that previously required multiple specialists, which allows for consistency throughout the process.
• Testing at scale: AI tools allow rapid iteration across formats and channels and amplify the power of iterative A/B testing.
• Better use of budget: Early-stage startups used to spend up to 50% of their VC funding on marketing. With AI, many now scale with a more efficient overhead. 

These changes may seem trivial and have likely been part of your goals and process to refine your team for years. The difference now is the scale at which your team can make these changes. How many more A/B tests have you launched compared to a year ago? Have your recent campaigns adapted in real time as your team learned? Have you been leveraging the data and strategic thinking we used to reserve for annual meetings on a more regular basis?  

If you aren’t seeing a clear improvement guided by AI tools in these areas, your peers and competitors are likely scaling faster than you. It’s time to add one more thing to your 2025 goals; “Empower my team with AI tools and a deliberate process for each.”   

Where It Breaks Down 

Vibe marketing is powerful, but only when used inside a strong strategic framework. 
Without clear positioning, audience insights, and measurable goals, it’s easy to create content that feels good but drives no real results.  
 
Marketing at speed without direction won’t necessarily get you to your destination, and current AI models do a great job of making you feel like a genius even when you ask trivial questions. These are the instances where the Copilot becomes the Pilot, and in my opinion, can leave you worse off than you were before. 

The most important thing you have is your brand, and the best vibe marketers understand that maintaining a brand requires diligence. Custom GPTs, well-designed prompts, applicable audience data, etc. separate empowered vibe marketers from unnatural content and ineffective box-checkers. A lesser-informed vibe marketer is far more likely to churn out AI Slop at scale, which is detrimental to your brand and our feeds. It’s crucial that the more you integrate AI into your process, the more thoughtful you are about how AI is used and informed each step of the way. 

How to Support Vibe Marketing on Your Team

If your team is already using AI tools to streamline work, you’re halfway there. But to maximize the benefits, you need systems and guardrails. Here are some things to help you get started: 

1. Define strategy first 
   AI accelerates execution, not decision-making. Make sure your team is aligned on goals, positioning, buyer personas, and messaging frameworks. Please don’t just ask your AI tool of choice “how do I get more leads?” and follow it blindly. AI shouldn’t eliminate all your work. It should take on the mundane tasks to give you more time to focus on your strategy, brand identity, etc.
2. Build custom GPTs 
   Give your team access to custom-trained tools that understand your brand voice, use cases, and audience language. This increases consistency and quality across the board. Without this, your outputs will be disjointed, especially if you have multiple people using these tools.
3. Provide creative guidance 
   Teach your team how to shape emotional tone, identify when an AI output feels “off,” and stay culturally aware. Make sure your brand is well defined and help your team understand the nuances so they can adhere to it. AI can write, but only people can vibe. Preferably with a lava lamp on and some Marvin Gaye playing in the background.
4. Don’t ignore measurement 
   Make sure you’re tracking conversion points, channel performance, and engagement. Don’t assume everything that’s vibed into existence is, in fact, tubular. Analyze the results, and feed that data back into your custom models if you want bonus points. 

What This Means for ABM and Demand Generation 

Account-based marketing still relies on clear targeting, intent signals, and tailored messaging. But now, we can generate personalized content faster and test variations in real time. That makes your ABM engine more impactful.  

The same goes for demand gen. Campaigns can be designed, launched, and refined in days. Messaging can shift mid-flight based on performance. It lets your team respond to your audience in real-time. 

The numbers-nerd in me is particularly excited for these aspects of vibe marketing. It’s not all about making things easier. It also about learning more, experimenting more aggressively, and responding more effectively.  

The Bottom Line 

We’re witnessing a shift in how modern marketing teams operate. With the right tools and training, one person can create campaigns that resonate, move fast, and convert. 

If you’re a marketer reading this (if you aren’t, I have questions), don’t think that this is your end. This is the turning point that will allow you to be a far more effective asset to your team than you were before. 

Our agency builds custom GPTs, integrates AI into your marketing stack, and helps teams unlock the benefits of vibe marketing without losing strategic focus. And if you need help outside of AI integration, we do that too. 

If you’re ready to support your marketers with the tools and systems they need to move fast and stay aligned, we’d love to talk.