Five Ways B2B Marketing Will Change with Artificial Intelligence
Apr 5, 2023
Marketers are skeptical of the rhetoric surrounding artificial intelligence (AI) as a cure-all for business problems. The overwhelming notion that AI is the ultimate solution to data, marketing, and sales analytics issues can be confusing. Instead of approaching artificial intelligence as one high-level application, it's best to categorize them based on purpose.
The following are three types of AI that provide solutions for for marketers:
The automated integration of data, processes, and external event intelligence enables speedy and real-time decision-making.
Organizations can leverage actionable intelligence, supported by a robust platform for developing insights.
Augmented intent data collects various data types per market to ensure marketing and sales organizations can easily understand and use it.
It goes without saying, AI is gaining traction among marketers. McKinsey reports that revenue increases resulting from AI adoption are most frequently observed in marketing and sales, with other benefits including cost reductions, customer service analytics, and the ability to predict the likelihood of purchasing. With the global enterprise AI market projected to reach $53.06 billion by 2026, the transformative potential of AI and machine learning for B2B marketing is too enticing to ignore. As algorithms are constantly learning and self-correcting, AI is positioning itself to revolutionize work and offer a competitive edge.
It can feel intimidating at first when trying to utilize AI for the first time, but it's important to keep focused on the potential and benefits of AI for marketing. Standardizing the definition of AI, evaluating readiness for AI solutions, and setting measurable and transparent ROIs are critical steps for businesses and brands.
In the coming years, B2B marketers will utilize AI in the following five ways:
Enhance lead generation through AI.
At the heart of AI lies its capability to gather data and extract insights, including marketing and sales data using predictive analytics and machine learning. Furthermore, AI tools can offer valuable insights on prospects and customers, elevating the customer experience and increasing conversion rates.
Acquire actionable client insights.
AI plays a crucial role in gathering and analyzing information to enhance client and prospect engagement. Predictive analytics can assist in purchasing decisions based on buying patterns, which is particularly beneficial for B2B models, while AI relationship management tools like Ravyn can help build trust, especially for major sales agreements or large enterprise deals.
Hyper-personalization at scale.
Leveraging AI, marketers can create personalized messages across the entire customer lifecycle. By employing AI modules that customize experiences, anything from email campaigns to hand-written letters can be fine-tuned and personalized based on captured insights.
Improve targeting and segmentation.
Marketers can analyze customer data to create targeted segments, allowing them to tailor campaigns for specific groups. Additionally, AI will be integrated into location data, enabling advertisers, DSPs, and other users to evaluate campaign performance, improve operational efficiency, and make real-time decisions.
Leverage intelligent automation.
Using AI can improve the efficiency and performance of repetitive tasks. By automating tasks, businesses can accelerate revenue growth and enhance their ability to make accurate predictions. In addition, marketing automation tools can also optimize content creation and delivery, making the process more effective and efficient.
Unlocking Valuable Insights: What You Can Learn
The ROI of an AI platform has various layers, as it employs data science, deep learning models, and predictive analytics. In addition to reduced data preparation and integration costs, faster data activation time, and higher SLAs, marketers can also benefit from the potential for omnichannel conversions and higher conversion rates.
AI offers the benefit of dynamic regulatory compliance management, eliminating the need for costly compliance systems. Furthermore, marketers can leverage AI to accurately predict campaign performance and optimize data, providing recommendations to maximize ROI. As a B2B marketer, embracing AI is a no-brainer and can give you a competitive edge.