5 Ways AI Is Impacting B2B Marketing

According to MarTech, 48% of marketing leaders say AI is making the most significant difference in how customers interact with them. 64% of B2B marketers consider AI to be valuable in their marketing strategy, and 80% of marketers in 2020 already had chatbots as part of their customer experience strategy.?

The wave of AI and transformation in marketing doesn’t stop there. In today’s edition of Engage, we’ll take you through five ways AI is making a massive impact in B2B marketing.

The Goal of AI In Marketing

If you find yourself overwhelmed by the huge scope of new and exciting applications on the market, remember the end goal for any AI marketing tool: to streamline sales and revenue. If a tool isn’t helping you towards this goal, then you don’t need it!?

To get started, Influencer Marketing Hub has a great resource that breaks down some of the top AI marketing tools, including Jasper.ai for content generation, Flick for social media, and Smartwriter.ai for email marketing.?

Now, let’s get into some of the ways AI can support each area of your marketing strategy.

#1 Ghostwriting/Copy?

Writing copy takes a lot of time, effort, and editing, and tools like ChatGPT have eliminated all of those items for us. (We promise ChatGPT did not write this, by the way. We’re out of free credits, sadly.)?

Give your preferred AI tool a prompt, adjust the tone and length, and go! AI will craft a beautifully written blog, webinar abstract, sales email, or research paper. Just remember to get a pair of human pair of eyes on it, too – GPT-4 is no replacement for a good copy editor.?

#2 Social Media?

Not only can AI write copy for you, but it can also predict the best times to post and give you valuable insights into your social media audience and their habits. There are tools that can help you create posts, optimize your copy with your preferred tone, and recommend the best hashtags to use for visibility.?

#3 Websites?

Pop-up chatbots have gained popularity on eCommerce sites in recent years and for good reason. They’re available 24/7 and can answer any preset questions by looking for keywords the user types in. This saves employees’ time to solve harder, more personalized questions customers may have.

In addition to chatbots, you can also enhance the user experience by personalizing your website based on information from the user, like personalized recommendations or separate landing pages for returning users. Think about each time you go to Amazon – different recommendations for products will appear on your homepage based on your previous browsing history. That’s AI in action, analyzing your behavior and pointing you to other products it thinks you may be interested in.?

There are even some AI tools that can build a website for you once you answer a few simple questions! Pretty incredible.?

#4 Advertising?

Targeting the right audiences in paid ad campaigns takes a lot of time and experimentation. AI is able to predict which users are most likely to click on your ads and take an interest in your product or service, helping you land more sales and better click-through rates. It also makes sure your copy is optimized for Google and any platform you are pushing content out on, saving you the headache of researching hundreds of keywords.?

#5 Sales Enablement

Last, but certainly not least, is that AI can support and facilitate Sales Enablement. It can craft whole sequences of emails, tell you who to send emails to, segment your audience, and predict who will be most likely to make a purchase. AI can help support your sales reps by automating tedious tasks and helping them focus on actually building relationships instead of wading through a sea of cold leads.?

?? New Blog! 2023: The Year Of Innovation

Curious about more information on AI in marketing? Check out our most recent blog on how AI is innovating the marketing landscape, including advertising, sales, SEO, and user experience.?

Summer Recipes ??

Since it’s officially summer now, here are some great summer recipes to keep you cool in the sun:

Cookie Dough Ice Cream Cake - for all of our cookie dough and chocolate lovers out there.

Homemade Popsicles - your guide to all things popsicles!?

Peach Cobbler - a classic during peach season.

Have a terrific Thursday!