Artificial Intelligence is rapidly taking over the B2B landscape, and marketing is no exception. What was seen as a distant dream a few decades ago has become the standard of conducting business and creating effective marketing strategies and campaigns.
In this blog, we’ll discuss how AI Transforming the B2B marketing landscape and how you can leverage this empowering piece of technology.
AI Marketing Technology in B2B
AI marketing is not a new concept. B2B marketers use AI and ML to automate processes and create smart marketing strategies. The result? Personalized customer experiences with high engagement and improved campaign performance.
According to HubSpot’s State of Marketing Report 2022, 43% of marketers say that AI and automation are the most influential trends for their company’s growth. This figure is expected to rise significantly over the coming years.
With AI marketing tools, B2B marketers can find answers to questions like:
- What are the chances of converting a website user into a customer?
- What are the chances that a customer stops using their product or service?
- How many repeat businesses will a customer likely generate in the current year?
- What parameters should they consider to segment their customers or create a buyer persona?
With this data, B2B marketers can create hyper-personalized campaigns for better customer experiences.
Categories of AI Marketing
While AI might seem like a one-stop solution for all your marketing and sales challenges, there are different categories of AI marketing technology depending on the purpose they serve. When it comes to B2B, there are three categories that marketers should look out for:
- Automated integrations of external events, processes, and data for quick, accurate, and real-time decision-making.
- Actionable intelligence for generating insights and effective future planning.
- Augmented intent data that combines different data types for easy understanding.
Benefits of AI Marketing in B2B
1. Improve Lead Generation Capabilities
AI marketing automation tools might seem overwhelming when you’re just starting. But understanding its potential and benefits can help you make the most of this technology. Here are 4 ways in which B2B marketers can benefit from AI marketing campaigns-
The biggest challenge that B2B marketers face is generating a high volume of quality leads to meet pipeline goals. But manually analyzing customer data is time-consuming. Why? Because marketers need to obtain, analyze, and segment data before targeting prospects.
AI can optimize the entire process by easily capturing large data sets from multiple platforms like websites, contact databases in CRM, engagement data from MAPs, social media engagement data, and so on. It equips marketers with accurate data and improved visibility to identify potential leads, create detailed buyer personas, generate a predictable pipeline, and implement more comprehensive lead-scoring systems. With AI marketing, B2B marketers can spend less time collecting data and more time using it effectively to implement strategic marketing tactics and accelerate the sales cycle.
2. Personalize Customer Experiences
Similar to B2C, personalization is the essence of a successful B2B marketing campaign. And if you think AI marketing will dehumanize your brand’s message, you’re wrong. B2B customers have unique requirements and pain points. They want you to understand their preferences and meet their expectations. But with unique customer requirements, your generic pitch becomes redundant.
AI allows you to hyper-personalize client interactions. It gathers data about buyer behaviors and helps you create accurate buyer personas. This enables you to create targeted marketing content like emails, blogs, landing pages, digital advertisements, etc. For example, you can embed AI marketing tools like Chatbots into your website to ensure a seamless buyer journey and push leads down the sales funnel. They are also excellent for creating personalized customer experiences. So when a customer is looking for a specific product, the chatbot can also recommend them other related products.
3.Optimize SEO Strategies
Creating an effective marketing strategy requires a lot of time and effort. This includes optimizing content, identifying keywords for SEO, analyzing current market trends, creating backlinks, generating competitor insights, etc. AI automates these processes and generates data patterns, delivering high-quality and accurate information.
While AI can’t master the nuances of engaging writing, AI-powered SEO tools can help you create the right content by identifying trending topics and making keyword predictions. You can also use them to optimize old content for better SERP ranking and ensure your new content is ahead of the curve. With improved SEO, you’ll be able to focus more on customer experience and increase their engagement rate.
4.Boost Customer Engagement
So you’ve identified the right leads, created personalized content, and optimized the SEO. But if you share it at the wrong time or through the wrong channel, all your efforts might go to waste. AI helps you drive maximum customer engagement by ensuring the right delivery of your message.
AI marketing analysis tools help you discover exactly which platforms your customers are the most active on and at what time. It monitors your website data and customer behavior and takes away the guesswork. You can also use AI-powered scheduling tools to publish content automatically, increasing your globalization potential. When you reach customers through their preferred channel and at the right time, they are more likely to engage with your brand.
Embrace AI Marketing for Powerful B2B Campaigns
AI is revolutionizing the B2B business landscape, and marketers stand to benefit the most from it. Improved lead generation, personalized customer experiences, and optimized SEO strategies are some of the many incredible ways AI can transform your business. And as a B2B marketer, if you’ve not leveraged this powerful tool yet, you’re missing out on a goldmine of opportunities.
