How I Used Jasper to Create the State of AI in Marketing 2025 Report

Launching our first-ever State of AI in Marketing report in just a few weeks was no small feat for our marketing team. We needed clear analysis, differentiated insights, and a compelling story that would resonate with deeply experienced marketers.

Never in my over 10 years of creating in-depth reports has the process been this fast or efficient. And Jasper deserves full credit for that.

Getting the report into the market quickly came with major returns. It contributed more qualified leads to our pipeline than any other piece of content in the quarter it was published—and the one after and the one after. It’s been an evergreen source of derivative content ever since.

But this story isn’t just about a report. It’s about how we framed the right survey questions, surfaced the most impactful data, built a clear narrative, launched a high-impact campaign, and turned one asset into a full content engine.

Here’s how we pulled it off with Jasper as our not-so-secret weapon at nearly every stage.

Starting with a demanding project

As any marketer can attest, reports like this don’t come wrapped with a tidy bow. They require orchestration across teams, tools, and timelines and every stage brings its own set of demands:

• Crafting the brief for both the report and the broader campaign
• Collaborating on research design and ensuring the questions reflect key themes
• Collecting and analyzing raw data
• Distilling findings into a clear, compelling narrative
• Producing a sharp, on-brand report
• Activating distribution across channels and enabling internal teams
• Creating and delivering a steady drip of derivative content to extend the report’s lifespan

Clock’s ticking, expectations are high, and the margin for error is low. Instead of falling back on old habits—and risking losing days to manual work—we leaned into using Jasper, turning a daunting project into one that was actually exciting to tackle.

1. Creating the brief and setting the vision

Before a single survey question was written, we needed clarity on what this report was for and just as importantly, what it wasn’t. We weren’t just creating another gated asset or customer-only campaign. We wanted to produce something credible, compelling, and widely relevant—designed to pull insights from a high-quality external audience, including senior marketers who hadn’t yet engaged with our brand.

That started with a focused campaign brief that aligned not just the deliverable itself, but the broader strategy behind it.

That’s why we partnered with market intelligence firm Benchmarkit. Their expertise helped us shape the research methodology, source a fresh respondent pool, and ensure the insights reflected perspectives beyond our customer base. In parallel, I used Jasper to structure the campaign brief—outlining core objectives, defining key personas, and pressure-testing early messaging directions.

By uploading our persona docs, messaging frameworks, sales pitch decks, and common customer objections into Jasper’s Knowledge Base, I was able to ground the brief in the full context of our business.

That upfront alignment kept the entire project focused, strategic, and cohesive from day one—and gave every collaborator a strong foundation to build from.

2. Collaborating on research design

While I didn’t design the methodology myself, I did use Jasper to help stress-test the proposed survey questions and suggest any gaps—making sure they reflected the themes our audience actually cares about and could unlock meaningful narrative threads later on.

This is a step that’s easy to overlook, especially when timelines are tight. But having Jasper early in the process helped us catch gaps, sharpen our framing, and ensure that what we asked would be the most impactful to our customers. And when the data came back, that prep paid off.

3. Presenting the data clearly

When the survey results came in, I did what most marketers do: brace myself for a mountain of data.

Benchmarkit delivered a robust findings deck and the full raw dataset, both packed with incredible insights. But with so much valuable insight (a good problem to have!), the real challenge became curating what to include: which stats would land, which trends deserved spotlighting, and how to shape it all into a clear, compelling story.

Instead of sifting through it manually, I uploaded both the findings and the raw data along with my early narrative hypotheses into Jasper’s Knowledge Base. Jasper quickly surfaced the most resonant insights, suggested which visuals could best support the story, and even proposed stat-forward callouts to anchor the report.

What would’ve taken days of spreadsheet scanning and slide wrangling turned into a focused, high-leverage editorial process in a matter of hours.

4. Drafting the report

Jasper generated a full outline of the report complete with section structure, headline options, graph suggestions, and a clear point of view to anchor the narrative.  Once I felt good with the outline, I had Jasper draft the entire report and I applied the Brand Voice and Audience that our marketing team already had set up in our shared workspace.

Because Jasper is built for contextual understanding, it didn’t just write something generic. It tailored the draft to our goals and our audience. It interpreted data accurately, respected nuance, and organized the content in a clear, strategic way that was ready for refinement. Compared to other generative tools I’ve tested, which often hallucinate data or miss the context entirely, Jasper’s ability to ground outputs in real inputs made it a far more reliable partner for high-stakes content like this.

5. Producing the final report

Editing is where content often stalls. But because Jasper’s draft was already close to the mark, we spent less time fussing with brand consistency or formatting and more time sharpening insights and refining narrative flow, especially as I shared it with stakeholders across the marketing team.

Even as feedback came in, Jasper made it easy to tighten up tricky sections and incorporate edits quickly. Within a week, we had a final, approved report in hand. Then it was off to design.

6. Activating distro and sales enablement

Once the report was finalized, the next priority was distribution, both internally and externally. That meant building a complete bill of materials (BOM) to equip our teams and launching a multi-channel campaign to bring the report to market.

Internally, we used Jasper to develop tailored enablement content for our go-to-market teams: messaging frameworks, sales narratives, and email templates. Everyone from Sales to CS to Marketing had aligned positioning and talking points at their fingertips from day one, ensuring a consistent and confident rollout.

Externally, we built a full promotional plan with Jasper, with Jasper helping generate assets across every channel:

• A press release to drive top-of-funnel awareness
• Paid ads across LinkedIn and search to generate demand
• Email campaigns to re-engage our database with personalized hooks
• Social media posts to spotlight key insights and extend reach
• Social copy for use by execs and employee advocates

By centralizing strategy and execution in Jasper, we moved fast without sacrificing message quality or brand consistency. The result? A high-impact launch, coordinated across teams and channels and built to scale from day one.

7. Extending impact through derivative content

We knew the State of AI in Marketing 2025 shouldn’t live and die on launch day. To maximize its value, we turned the core report into a content engine, using Jasper to plan and produce a steady stream of derivative assets that extended its reach and lifespan.

Jasper made it easy to repurpose and adapt the report’s core content across formats, audiences, and channels without starting from scratch.

We reused the data and narrative foundations, slicing and dicing them by persona, vertical, and theme to create a steady stream of follow-on assets. Using Jasper, we mapped out and produced: a webinar, blog posts, personalized nurture campaigns, vertical-specific content, bylines, executive thought leadership, and a guide for marketing leaders. This drip approach kept the conversation alive and targeted different audiences over time, while Jasper made it easy to repurpose and adapt content for each channel without starting from scratch.

Pro tip for applying AI to your next launch

This project proved something important: AI isn’t here to replace marketers; it’s here to make us better, faster, and more focused on the work that really matters.

 The key is to use AI where it adds true value, freeing you up to make the judgment calls only a marketer can.

Here’s my advice if you’re thinking about plugging AI into your process: Pick the spots where bottlenecks slow you down, and let AI break them wide open. Use it for your rough drafts, data summaries, or design concepts, then dig in and refine with your own expertise and a keen eye for your audience.

Jasper helped us create something I’m genuinely proud of, and I have no doubt it can raise the bar for your team, too.

Want the specifics? Download the full State of AI in Marketing 2025 report, and learn more about how Jasper can help with marketing launches.

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