Everyone wants a personalized, customized experience tailored to their needs and requirements. And with their demands being met by more than one service provider, people are increasingly choosing a service based on the level of customization that it can provide.
It might feel like this applies to B2C organizations, but it is very much true for B2B Technology companies. More and more companies are turning to Artificial Intelligence / Machine Learning (AI/ML) to meet the demands of their customers.
Let’s first understand the meaning of Artificial Intelligence and Machine Learning, two buzzwords you’ve probably heard being used substantially by industry professionals. In the last few years alone, AI and ML have seen a lot of growth and are often quoted as a new era in the industrial revolution. And true to their promising nature, both the technologies have not shown any signs of slowing down. Starting from Sephora to Tesla, Artificial intelligence and Machine learning have become a part of almost every industry.
Unsurprisingly, AI/ML is also becoming an indispensable part of b2b marketing strategies for many organizations. Let’s explore some of how AI/ML is revolutionizing the B2B marketing diaspora :
AI, a Powerful Tool in the Age of Hyper-Personalization
According to a 2020 Forbes article, marketers report that personalization efforts can boost revenues by up to 40%. Simply put, consumers want marketers to understand their needs and provide them with services tailor-made for them. And it is a win-win situation for marketers because they get better revenue and ensure consumer satisfaction.
But how can AI/ML help you achieve that? By implementing Machine Learning practices, you can detect various consumer patterns. This practice has become quite successful for ABM campaigns. Once you have gathered enough data from a single source, your team can sync with others to develop targeted and personalized messages addressing specific business needs. The advantage of creating a personalized buying experience for B2B customers is that it results in a shorter sales cycle. It also helps establish trust at an early stage and reduces the time spent on research substantially.
Improve Lead Quality
Generating B2B leads that don’t convert in the end is a waste of effort. Lead scoring can help with this as it helps filter out the leads that are unlikely to convert. With the help of AI, your lead scoring process can be better streamlined, as it allows you to monitor behaviour across multiple prospects and platforms. Using AI, you can use predictive analysis to comprehend consumer data better. AI tools also monitor major marketing trends, thus making it easier for teams to develop unique strategies for each lead.
Gain Access to Substantial Consumer Insights
Understanding your buyer persona is a must for every marketer; that is where the process of building and optimizing your lead generation funnel starts. Comprehending your buyer’s persona revolves around answering two questions; what are the pain points, and how can your service help them eliminate their pain points, all while adding value to their business?
With AI, you can adopt a more educated approach to outlining your buyer persona. With the help of social listening practices and AI, you can pinpoint relevant trends and keywords across social platforms. Some AI companies are also in the process of developing software to aid voice recognition patterns.
Improve Digital Marketing and Content Creation Process
With the help of AI, you can optimize many recurring tasks in the content creation process, thus saving the time and effort of your team. AI can also provide inputs about relevant subject matter along with optimizing your content piece. Furthermore, you can decide on a suitable format and the best time to publish your content. Insights about better-performing subject lines and CTAs are other advantages of integrating AI in your content creation process.
As far as AI/ML integrated digital marketing is concerned, you don’t have to go through the process of trial and error with targeting and optimization anymore. You can target relevant ads to the most pertinent consumers, hence reducing ad costs.
Much has been said of late, both good and bad, about implementing AI and ML technology in the workspace. While the idea of robots taking over humans may sound like it’s straight out of a Sci-Fi plot to some, many marketers have marvelled at the opportunities these technologies open up for them. All said and done; there is no denying that AI and ML are radically changing the B2B marketing diaspora by becoming an indispensable part of it and are here to stay.