Is AI in B2B Marketing too risky to pull off?

Given the potential costs, technical complexities, and uncertain returns, it might seem like AI introduces more challenges than solutions to sales processes.

But in today’s data-driven market, leveraging AI is a non-negotiable.

Artificial intelligence offers undeniable benefits, from sophisticated AI algorithms to predictive analytics for sharper content and strategies. Without it, you risk falling behind competitors who can adeptly wield these advanced tools.

So, how can you leverage AI effectively?

The key lies in adopting a smart, strategic approach to AI that scales with your business needs.

This article will show you how to embrace AI and transform potential pitfalls into significant advantages for your business.?

Disclaimer?—?I have done these prompt exercises on Google Bard, it may not be the same results for everyone so please approach this carefully and tactfully that could work in favor of your campaign objectives.

I will be using the position of crafting a new B2B marketing campaign, and showcasing how we could use Google Geminito demonstrate the use of AI.

1. Create a brand or product story for the specific campaign.

Let assume that you are now planning for a new marketing growth roadmap of a new upcoming product to be released in the next quarter. Get some product factsheet or specs from your product team, which could be already uploaded on your corporate homepage or another unlisted hosting page. Key in this prompt:

“Prompt → Analyze this product page: (link) Create a product story for this new product using the StoryBrand 7-Part Framework.”

2. Create a content publishing plan for this product

Prompt → We want to promote this new product on Instagram, Facebook and Twitter. My audience are (describe you audience). Create a 3-week content publishing plan.

3. Optimizing the specific gated landing page and copywriting

Prompt → Analyze the landing page for this product: (link) Gives suggestions for improvement in copywriting, with concrete examples based on the “Hook / Story / Offer” model.

4. Creating an effective e-mail campaign

Prompt ?? Write an e-mail campaign to sell this product. Use the AIDA framework to write it.

5. Creating social media advertising campaign to promote

Since this is a specific B2B product that we are emphasizing, we would use Linkedin as the primary platform here.

Prompt → We’d like to launch an ad campaign on Linkedin to promote our brand at (link). Suggest 5 different ads, each with an image or video idea (without showing it to me), a description and a CTA.

While B2B AI solutions hold great promise for improving your sales process, they entail notable risks that marketers need to navigate carefully:

• Single-use Case Limitations: When confined to specific, isolated applications, you risk underutilizing AI’s potential. A broad, strategic application across the sales process is essential to unlock its full value.
• Impact on Trust and Expectations: Expecting an AI tool to perform tasks that it’s currently incapable of or promising outcomes that it can’t reliably deliver can erode trust among reps. It’s crucial to have realistic expectations about what AI can achieve.
• Over Reliance on AI: Although AI enhances efficiency by generating call insights and personalizing messages, overusing it for tasks better suited to human judgment can depersonalize the customer experience. Furthermore, a lack of human oversight may risk valuable relationships, so reviewing AI’s work is vital for ensuring accuracy and relevance.
• Risks of Overspending and Technical Complexity: The technical complexity of implementing and maintaining an AI system can get expensive, often requiring dedicated resources and expertise. Sales leaders must carefully plan and monitor AI investments, ensuring they align with strategic goals and operational capacities.
• Poor Data Quality: The effectiveness of AI is only as good as the data it processes. Inaccurate data in systems like Salesforce can result in unreliable AI insights, making high data quality standards critical for trustworthy AI outputs.

If you’re beginning to think about and plan for implementing AI in your marketing strategy, you might be wondering if the reward is worth the risk.

Luckily, these challenges aren’t insurmountable.

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