B2B Customer Experiences, Generative AI for B2B Marketing, and More
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In this week’s edition:
Marketing teams face mounting pressure from heavier workloads and rising customer expectations. To improve efficiency, they are increasingly turning to AI. Yet many use multiple apps that don’t work together, resulting in unusable data and wasted resources. Each organization must build a strategic and integrated tech stack for gaining clear insights that enhance B2B customer experiences. The good news is that there are ready-to-use B2B integrations available, which provide access to a unified source of reliable information to support marketers.
LinkedIn has outlined five key strategies for B2B marketing success in today’s fast-paced business world. One strategy focuses on driving agility with skill-building, emphasizing the importance of continuously cultivating skills and knowledge due to the industry’s ever-changing nature. Another effective approach involves establishing genuine connections with target audiences through human-centered B2B marketing strategies. Today, B2B marketers appear to rely on various methods, such as in-person events, video content, and thought leadership, to effectively reach their audiences.
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?? LinkedIn Debuts AI Tools for B2B Marketers︱The Drum
LinkedIn’s latest B2B Marketing Benchmark report has revealed an interesting trend: a majority of B2B marketers intend to invest in AI to either generate more content in less time (54%), increase efficiency (53%), or create optimized and engaging content (49%). In light of this growing demand, LinkedIn has introduced a suite of new marketing products and services, one of which is an ad copy suggestion tool powered by generative AI.
?? Survey Finds B2B Buyers Value Third-Party Interactions More Than Digital Supplier Interactions︱Gartner
A survey by Gartner has revealed that B2B buyers prioritize third-party interactions over digital interactions with suppliers, as they find value affirmation through customer references or reviews. However, industry analysts point out that B2B brands tend to underutilize their digital channels, particularly social media platforms, which still have a great impact on the purchase process. Analysts recommend that brands adopt a holistic approach to social, just as B2B buyers do.
?? B2B Marketers Need Content Personas︱MediaPost
B2B marketing strategies must evolve to establish emotional connections with customers at every stage of their journey. To achieve this, industry pros recommend that B2B marketers rely on content personas. Introducing a content mix with specific purposes, such as educating customers before promoting the product, enables marketers to provide more impactful experiences and foster emotional connections that extend even beyond the buyer journey.