Edition 4
Unlocking the Power: AI's Impact on Marketing Strategies
Everybody’s talking about AI
There’s a lot of noise around AI; it’s pretty much everywhere you look these days. In the context of marketing, what does this mean? Well, it’s likely AI will continue to increase efficiency - but the question to ask is, what about its ability to develop ideas? In other words, could AI mimic this intrinsically very human output, born from creativity, curiosity and leftfield thinking?
In this issue of our Not So B2B newsletter, we delve into the transformative impact of AI on B2B marketing and those deeper questions, highlighting the symbiotic relationship between humans and AI, explaining how to ensure we bring creativity and emotional intelligence into our marketing. We also explore how to use data insights to tailor content effectively, and the importance of personalised value propositions and in a continuation of our Cookieless theme, we talk Marketing Data Hubs (MDH)
Navigating the role of AI and its role in B2B Marketing
From the 'wild west' of initial excitement to the nuanced reality of integration, our resident AI enthusiasts Stu Andrews and Yvonne Torrent-Lim explore the role of AI in marketing today. In our podcast and blog, we debate the role of AI in various facets of marketing, explain how to ensure a continuous environment of ‘test and learn’ and discuss how we use AI to empower our people first. We’ll give you 7 key observations on the transformative impact of AI on B2B marketing, from crafting compelling content, decoding consumer desires with data-driven insights and exploring the continued importance of human decision-making in navigating complexity.
How to harness your data for better decision-making
In our previous newsletter, we explored the challenges organisations face around how to successfully harness the potential of their data. Our research found that although accessing data is not an issue, unifying it to enable a single view of their customer is. In this blog Liz Wood, our Head of Demand explains why implementing a system of organised and strategic data management is the answer. Here we give a practical guide to Marketing Data Hubs (MDHs), how they fit into your Martech stack and the how the right MDH is the key to streamlining operations and driving better results.
Giving your audience what they want – how to use data effectively to make content customers crave
Continuing to share our global research, we explore the challenges marketers face in using data to tailor content effectively and how using different data sources and regional approaches can support more thoughtful content strategies and personalized value propositions. Our accompanying tipsheet provides practical recommendations for leveraging data-driven techniques to enhance audience engagement authentically.
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Harmonising AI and human expertise for content
As a first-party data strategy becomes ever more important, the emphasis on creating the?right content for audiences (rather than just creating ‘enough content’) continues to be at the forefront of content strategy in B2B. With personalised value propositions and deeper audience engagement driving content strategies, what does the new partnership between AI and human collaboration mean for traditional approaches to content strategy. Find out what the practical implications of this innovative alliance are and how the integration of AI and human creativity is driving efficiency, creativity, and higher audience engagement in this latest Forbes article.
Martechopia 2024 – Why AI is a great tool, but it’s no replacement for human originality
Is AI out to replace us? Continuing our theme of how to leverage AI in marketing, we report back on Martechopia, an AI-focused event hosted by B2B Marketing which explored the trends and technologies in the digital marketing world. Taking place in London, with lots of interesting content moving from the creative to the practical, there was an overarching theme: AI makes a great tool to help support your projects but just don’t expect it to provide that marketing ‘spark’. We report here on the key takeaways.
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