How Quorum’s Erin Mills Uses AI to Reinvent B2B Marketing

At Quorum, a leading public affairs software company based in Washington, D.C., Erin Mills is on a mission: to make B2B marketing as personalized, agile, and human as the best consumer experiences. As CMO for the past two and a half years, she’s led her 19-person global team through a scrappy, experimental reinvention, powered by AI, creativity, and an appetite for solving “boring problems first.”

We caught up with Erin to talk about how she’s using AI tools to supercharge her team, why efficiency and experimentation are driving real ROI, and what advice she has for other marketing leaders ready to take the leap.

Q: Quorum has gone all-in on AI. What was the impetus?

Erin Mills

When generative AI launched, it was clear to me that it was going to be a transformation on par with or even bigger than the internet. I knew I needed to equip our team to create a competitive advantage for our business. We needed to be getting better insights, moving faster, and scaling content. I could see that AI gave us the ability to deliver the B2C-type experience that I learned more than 80% of B2B buyers were now expecting.

It was also about efficiency. We don’t need a dev resource to spin up custom sites anymore or a research team to scrape job boards. Tools like Deep Research and Lovable let us create tailored experiences for prospects in hours, not weeks.

Q: Can you give us examples of how your team is using AI day-to-day?

Erin Mills

Sure. The shift began with a belief: AI could unlock competitive advantage. Instead of layering more tools, I pushed each team member to ask themself how AI could replace complexity, automate drudgery, and empower the team at every level. A few highlights:

• Deep Research + Lovable: Now, we can spin up prospect-specific websites that feel completely personalized. It’s eliminated the need for tools like ZoomInfo and gives us insights right down to a company’s 10-Ks.
• Sentiment Analysis: By combining Demandbase, G2 reviews, and NPS, we can track customer sentiment and build more relevant drip campaigns.
• Subject Matter Expert Interview Bot: We built this ourselves on Eleven Labs. It interviews our subject matter experts like a journalist—pressing for clarity and substance. Then Copy.ai drafts blogs in their authentic voice. What used to take weeks now takes two or three days. We can automate this being sent out once a month or every quarter to unpack their brains without a lot of effort on our side or theirs. One  person answers their questions while they are at the gym. Then we use Copy.ai and Custom GPTs to transform those “interviews” into blogs, press releases, and executive quotes. We cut our production time from weeks to days.
• AI SDRs: These bots don’t dial, but they do follow up with prospects via email and chat. It’s freeing up BDRs to focus on what they do best: building relationships.

Q: What’s been the most impactful, what REQ calls “scrappy”, tactic so far?

Erin Mills

Content velocity. We’ve tripled production, and traffic is up—especially from large language models referencing our content. Visitors coming from those AI surfaces spend 600x more time on our site. That’s huge.

Q: Any advice for marketing leaders who want to get started with AI?

Erin Mills

Jump in—it’s not going away. Start by solving the boring problems that free up your team’s time. Build momentum with quick wins, and don’t rely only on the most technical people. Find your influencers and champions. And always keep it fun. We use AI-a-thons and professional development Fridays to spark ideas and insert energy into the team. These are just as valuable as the tools themselves.

The Impact

The results are clear:

• 3x content production with traffic going up substantially and getting references by LLMs
• 600x more time on site from AI-surfaced visitors
• Sales and marketing alignment stronger than ever and less friction in the overall process

Change management has been the hardest part, Mills admits—80% of the work is getting people comfortable. But once momentum builds, the results speak for themselves.

Erin’s Playbook

• Core Mindset: Solve boring problems first—momentum comes from quick wins.
• Favorite Hacks: Interview bots, AI SDRs, and prospect-specific microsites.
• Advice in One Sentence: Don’t wait—experiment daily. The best way to learn is by doing.

On the Radar Takeaway

From interview bots to custom prospect sites, Erin Mills is proving that scrappy, creative AI adoption can transform a marketing team. Her mantra? Use technology to eliminate friction, empower people, and deliver a truly personalized experience—because no two prospects should ever get the same piece of content.