Artificial Intelligence (AI) is making huge strides in the business world, and changing the way companies market and sell their offerings. When it comes to B2B marketing, AI can bring significant benefits such as improved copywriting, enhanced analytics and insights, and improvements to demand generation. In this article, I explore how businesses can use AI within their marketing strategies to see real growth, and why CMOs must embrace this technology to stay ahead of the competition.
Use Case #1: AI-Driven Copywriting
AI-powered copywriting helps b2b marketers create relevant content that resonates with their target audience at scale. The technology is now advanced enough to write replicable, human-sounding text. In fact, this article is half written by AI and you’d never know which half since I edit and manage it’s output. IBM’s Watson is another renowned example of an AI system being used to create flawless content that captures the essence of a product or service.
A corollary to AI-powered copywriting is using natural language processing (NLP) tools to analyze and optimize content for search engines. For editorial, audience development and content marketing, PR, SEO teams alike this a critical use case to deliver natural rankings for your content and thought leadership.
Use Case #2: Enhanced Analytics and Insights
AI is helping businesses to extract meaningful insights from data by producing visualizations, dashboards, and other reports in real-time. AI is the assist from two directions: helping us process large volumes of data from marketing campaigns, customer behavior, and social media; and helping us identify and visualize insights that can improve our marketing performance.
Another area that I’ve seen AI helpful is predictive modeling or scenario analytics. Since AI enables much larger data set analysis, our predictions can be more accurate and more granular in nature. Thereby delivering smarter insights that are more actionable.
Use Case #3: Improved Demand Generation
Most businesses face challenges in generating quality sales ready leads – this is another use case where AI can contribute. AI can assist a b2b marketer in optimizing targeting, improving messaging impact, and increasing lead quality. A key access point to this improvement is using AI to forecast audience interaction behavior. That is, understanding if audience interaction data by content type by message deliver more sales-ready leads. And if so, how do we create more of that working experience.
Lead quality also can be improved. Data enrichment is a huge area for Demand Generation improvement. If integrated into your CRM with the right strategy, data enrichment can deliver material improvements to conversion rates and sales-readiness of leads with far more precision.
As with most new technologies, there is always a hesitancy to adopt AI, admittedly given the implementation costs and culture changes that may arise. However, for B2B Marketers’s who are pushing their companies to stay ahead of the competition, they should embrace AI technology to attain significant competitive advantage. It will improve marketing’s contribution to the business.
What are your thoughts on using AI in B2B marketing? Share your thoughts on The Buzz Community.
