ChatGPT
How to use ChatGPT
What is ChatGPT?
ChatGPT is an AI assistant made by OpenAI that understands natural language and generates human-like text. It can answer questions, write content, summarise information, and help with coding and analysis tasks. You interact with it through a chat interface, refining responses through follow-up questions.
How it fits into B2B growth
For growth teams, ChatGPT accelerates content creation, customer research, and ideation. You can draft email campaigns in minutes, analyse customer feedback for patterns, brainstorm product positioning, and write code snippets without leaving your browser. Many teams use ChatGPT as a thinking partner during strategy sessions to explore ideas quickly.
Common B2B use cases
Email and outreach: Generate prospecting email templates that match your tone, then customise for specific people or companies.
Content creation: Draft blog post outlines, LinkedIn posts, and newsletter content. Use it to find angles your competitors haven't covered.
Customer insights: Summarise customer interviews, support tickets, or feedback surveys to identify trends and pain points.
Competitive analysis: Ask ChatGPT to summarise competitor messaging, pricing pages, and positioning based on content you paste in.
Learning and explanation: Ask it to explain complex topics, decode technical jargon, or teach you how something works.
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How to use ChatGPT effectively
Be specific in your prompts. Instead of 'Write an email', try 'Write a prospecting email to a CMO at a SaaS company who uses HubSpot, focusing on lead quality measurement. Keep it under 150 words and conversational.' The more context you provide, the better the output.
Iterate on responses. You can ask follow-up questions to refine, expand, or change the output. This is where most value lives: treat ChatGPT as a collaborative partner, not a one-shot tool.
Verify information. ChatGPT sometimes makes confident-sounding but incorrect claims. Always verify facts, especially for competitive analysis or customer-facing claims.
Use it as a starting point. ChatGPT generates good drafts, not finished work. Expect to edit, add your unique voice, and fact-check before publishing.
Pricing and access
The free version (ChatGPT 3.5) handles most business tasks adequately. ChatGPT Plus (GBP15/month) gives you access to GPT-4, the more capable model, plus faster response times. For teams building applications on top of ChatGPT, OpenAI offers an API with token-based pricing.
Limitations to know
ChatGPT's training data has a cutoff date, so it doesn't know about recent events or very new tools. It sometimes generates plausible-sounding but completely false information (hallucinations). For high-stakes decisions, verify outputs independently. Some organisations restrict use due to data privacy concerns (ChatGPT's backend sees your input).
Alternatives
Claude (by Anthropic, similar capabilities, strong on detailed analysis), Google Gemini (integrates with Google services), Anthropic's Claude API, and specialised tools like GitHub Copilot for coding.
How to automate ChatGPT
Native integrations
Paid plans connect ChatGPT to other apps through connectors, including Slack and GitHub on the business plans. Start with the tool where your documents live, so it can read them instead of you pasting them in.
API and webhooks
OpenAI has a developer API with text, image and voice models, tools such as web search and file search, function calling, an Agents SDK and webhooks. Use it when you want a repeated task to run without you opening a chat. An idea: summarise every new support ticket and write the summary back to your help desk.
MCP server
There is no official MCP server for ChatGPT itself. ChatGPT is a client, so it connects to other people's MCP servers, and OpenAI's API supports MCP too. Salesloft, for example, lists ChatGPT as a custom connector for its server. Connect the servers of your own tools, such as your CRM, and ask questions about live data.
No-code automation
Connect ChatGPT to Zapier, Make or n8n through the API and a workflow step. A simple flow: when a form comes in, send the text to ChatGPT, get a classified summary back and add it to your CRM. Keep a person in the loop for anything that goes to customers.