7 Ways AI is transforming B2B Marketing

Dynamic capabilities from artificial intelligence in business are enhancing the B2B marketing landscape. Marketers may automate their marketing procedures and add more intelligence to their marketing plans by using AI technology like machine learning and algorithms. Some people's perceptions of "artificial intelligence" are apocalyptic, Hollywood-inspired visions of the human race being wiped out by malevolent robots. Others may experience a more subdued (but no less horrifying) picture of robots taking the place of people in the workforce. But as more companies adopt AI, it's becoming abundantly evident that rather than displace human intelligence, AI works to enhance it.

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It's undeniable that marketers are starting to use AI. According to McKinsey, revenue improvements from using AI are most frequently observed in marketing and sales, while additional advantages include the capacity to forecast customers' propensity to buy, cost savings, and customer service analytics. The revolutionary potential of AI and machine learning for B2B marketing is too intriguing to ignore, especially given forecasts that the worldwide enterprise AI industry will reach $53.06 billion by 2026.

With algorithms that are constantly learning and capable of self-correction, AI has undoubtedly progressed past the hype and is now capable of revolutionizing work and gaining a competitive edge.

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Understanding AI's potential and advantages will prevent you and your company from becoming overwhelmed by the technology and enable you to make use of it. Businesses should assess their readiness for AI solutions, unify their concept of AI, and develop measurable, transparent ROIs for AI efforts. Every industry's marketers are utilizing AI to improve consumer experiences as integrity and hyper-personalization penetrate client expectations.

The following 7 examples show how AI is transforming B2B marketing.

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1. Enhances Creating and scoring leads

The two largest issues facing marketers today are generating high-quality leads and then a large number of leads. The labor-intensive nature of data gathering, management, and analysis is a contributing factor to the issue. By incorporating AI into lead-generating processes, this problem can be resolved by automating data collecting and processing. The amount and quality of leads generated as a result will rise.

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For hyper-accurate, real-time dynamic data across channels and databases that may be inaccessible to or disregarded by human marketers, AI can go deep into sales funnels.

With this increased visibility and data accuracy, marketers can find more leads, develop more accurate target personas, and put more thorough lead scoring systems into place.

Because lead generation requires so much human labor and takes so much time, automation in this area is a potent business process optimizer. With AI, marketers can focus more on leveraging the data to apply strategic approaches than manually collecting it.

Improves Customer Insights

Making accurate buyer personas and ideal customer profiles (ICP) is essential for companies looking to implement personalized targeting as soon as a consumer enters the sales funnel. Social listening and analysis tools can aid firms in achieving these objectives when used in conjunction with AI. For instance, you might learn more about the problems your consumers are experiencing, their purchasing patterns, or the customers that your competitors are focusing on. The utilization of all of this can help to improve buyer personas and develop surroundings that are unique. Businesses are better equipped to reach out to both current and future consumers with the appropriate material at the appropriate time when they have accurate buyer profiles and ICPs.

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2. Improvements to customer experiences

Smart technology is where AI really shines at the consumer level. Voice-based technology was made possible by digital assistants like Alexa and Siri. Consumers are already using voice searches to do more than just browse the internet; they are also making purchases.

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In order to customize search results to their customers' tastes, AI digital assistants are constantly learning and becoming more perceptive of their users' speech patterns and browsing activities. Businesses are utilizing this by voice search-optimizing their websites. This helps with inclusive website design tactics that make websites more accessible to all users, in addition to putting their website in front of more potential clients.

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3. Customising B2B Marketing

You no longer need to be concerned that adopting AI may dehumanize your brand's content marketing approach. In fact, AI is a powerful tool for personalization that you should make use of. Customers are willing to completely reject a brand if it doesn't live up to their high standards because they want firms to understand their specific requirements and preferences. This indicates that while general pitches are always repetitive, customization might be challenging.

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The great majority of customers (66 percent), according to Salesforce's State of the Connected Customer survey, expect businesses to completely understand their specific needs and expectations. AI-driven marketing streamlines the process by assisting companies in gathering data on consumer behavior and developing precise customer profiles. Hyper-targeted marketing materials, such as landing pages, blog posts, emails, and digital adverts, can be created using this data.

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From there, B2B marketers may start timely, tailored discussions with clients, addressing their problems and foreseeing their needs. Even better, marketing automation with AI enables the scaling of these dialogues.

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4, Improves the efficiency of websites and apps

How frequently do you examine the performance data of your website to look for problems or potential areas for improvement?

It might be difficult to consistently evaluate website analytics since they can be so complicated. Machine intelligence is used by AI-powered applications (such as Google Analytics Intelligence) to distill complex data into insights that can be used immediately.

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One of the best aspects of AI in this regard is that marketers can be alerted right away if any unexpected or unfavorable data shifts occur. If there was a substantial increase in a critical metric, such as a website's bounce rate or the percentage of users who leave after viewing only one page, AI systems would provide real-time notifications along with any other essential data.You should pay close attention to this indicator because these surges can indicate technological faults that have the potential to harm your business.

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Mobile apps should be given the same consideration. In response to the growing B2B mobile usage, 65 percent of B2B organizations have a mobile app, which is widely regarded as the top future platform for B2B marketing. Mobile apps are discarded at an alarmingly high rate, whether as a result of bad UX or a lack of value. 43 percent of users remove a mobile app within 30 days of downloading it, according to Statista. 30 days after downloading a mobile app, 43% of consumers remove it.

Similar to website analytics, app analytics notify marketers of any potential difficulties, enabling them to conduct a rapid mobile usability test and address concerns as soon as possible.

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5. Streamlines SEO

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The time you save by finding relevant keywords is only one benefit of using AI-powered SEO solutions. They can greatly influence new content by seeing hot themes, forecasting keywords, and spotting market gaps for strategic targeting. By carrying out dynamic keyword and linking changes, they can additionally optimize outdated content for SERP. In essence, AI keeps your new material innovative and your old content current.

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The complexities of emotive, compelling copywriting are difficult for AI to fully grasp when it comes to actually create content. However, there are numerous marketing tools powered by AI that writers may utilize to improve their work. Consider the well-known AI-based writing assistance Grammarly, a tool that blends machine learning, deep learning, and natural language processing with grammar rules and patterns to assist writers in producing polished, error-free text.

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6. Customer Engagement Rises

Your material is now optimized and prepared for publication, but if you do it at the incorrect moment, all of your hard work could be for nothing. This is where AI again comes into play, ensuring that content is delivered at precisely the appropriate time to drive maximum client engagement.

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As a general rule, the afternoon or evening is the greatest time to post content to a blog or social network account. The morning is the ideal time to send marketing emails. AI tracks a company's particular website data and consumer habits to pinpoint to the minute the best publishing timings.

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The potential for globalization is unwittingly increased by scheduling tools powered by AI.

When posting content, marketers need to take other factors into account as well. They should also consider the platforms they publish to and the devices they optimize for. This is why AI is so helpful since analysis tools can be used to determine precisely which platforms and devices targeted clients are utilizing, as opposed to depending on speculation.

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7. Enhances customer relationships and service

Our top priority is building strong client relationships through excellent customer service. But how can you cater to the hundreds of accounts in your sales funnel with personalized, omnichannel customer service?

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Automation in customer service is now the most common application of AI in business. At both pre-and post-sale customer care touchpoints, AI applications like chatbots and interactive voice response (IVR) systems are available, and they are capable of handling transactional requests, order tracking, account updates, and much more. Agents are free to concentrate on consumer inquiries and services that demand more problem-solving and empathy by letting AI perform the easier chores. These clients thus encounter more attentive service, which greatly contributes to cultivating pleasant customer experiences. 39 percent of B2B businesses seek self-service solutions for another reason. Businesses can provide 24/7 rapid and convenient client support through a variety of channels thanks to AI apps. As a result, using AI has become recognized as one of the core best practices for businesses with corporate ambitions.

How to Choose an AI Platform

For all markets, a platform should be flexible, open, scalable, user-friendly, and secure. A variety of reusable and adaptable AI modules designed specifically for B2B settings should also be included. Turnkey AI is ineffective for B2B; it needs to be laser-focused. Finding an AI partner who offers speed, quality, and accuracy is also essential.

Consider the following qualities to be necessary for a perfect AI platform:

• The ability to process data at scale across all countries and languages;
• The ability to harvest data, enhance data in real-time, verify data security, and use strong SLAs (service-level agreements) that focus on 100% correctness.
• Constantly current, full, and secure data.
• AI algorithms that continue to add intelligence, such as deep learning methods to fill in blanks in data sets and scoring of information based on first- and third-party intent.
• A group of APIs that enable continuous data flows from licensed, proprietary, and partner datasets so that clients can simply incorporate their own data.

Conclusion:

Not just in the marketing sector, artificial intelligence is leading in the corporate world as well. One of AI's most effective applications is marketing, which affects both businesses and consumers. B2B customers may benefit from better brand relationships and experiences by giving businesses the tools and data they need to create value at every touchpoint. Although many AI systems are currently unseen, their importance is nonetheless known to the outer world. It will be fascinating to see how effectively AI provides an unmatched B2B experience to both clients and marketers as these anticipated AI marketing trends strive to make a splash in 2019. Higher conversion rates and omnichannel conversions are also possibilities.

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The ROI from an AI platform has a number of layers using a combination of data science, deep learning models, and predictive analytics. Reduced costs for data preparation, onboarding, and integration, as well as quicker data activation times and higher SLAs, will be advantageous to marketers. If that weren't convincing enough, the management of regulatory compliance is dynamic and doesn't require the creation of several, pricey compliance systems. Last but not least, B2B marketers will be able to provide recommendations for how to optimize campaigns and data to get the best possible return on investment. There's simply no excuse not to use AI today if you're a B2B marketer.