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AI and B2B: Setting Up New Marketing With the Help of GenAIby@julkordinova
48,258 reads
48,258 reads

AI and B2B: Setting Up New Marketing With the Help of GenAI

by Julia KordinovaApril 4th, 2024
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B2B marketing is evolving with AI, offering solutions for analytics, customer insights, efficiency, content creation, personalization, and creativity. AI aids in making data-driven decisions, streamlining operations, and enhancing content quality. Custom AI tools can further refine strategies, offering tailored solutions for unique challenges. The key to success lies in continuously integrating AI into marketing strategies, fostering a cycle of testing, analyzing, and improving, thus ensuring sustained advancement and a competitive edge in the market.
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The life of a B2B marketer is full of excitement. You are always on an endless lookout for tools to create brand awareness and set up the perfect conditions for a conversation to be held. You’ve got to be in the right places at the right times, become the visible option when your lead wants to solve their need, keep the outreach style authentic, and do all that while keeping an eye on the USP.


Also, you need to know your customers and stay up to date on their ever-changing needs. But they are not your regular customers, in fact, your customer is a blend of multiple stakeholders and decision-makers with different goals.

The good news is you can get an assistant. A digital one, in fact. And the better option would be to do it soon if you want to stay competing in your industry. When introducing AI into your work, the key to success is defining a clear objective, a goal of what you want or need to achieve. Once you have that, building a structure around that will be easy. There areseveral cases of documented success. What will be yours? Let’s have a look at the tasks and goals AI can aid you with on your B2B adventure.

Analytics

Adding artificial maxed-out brainpower to your B2B marketing practice has all the potential to become the savior of your strategy. AI can add oomph, structure, and pattern to the already valuable data you have gathered. It can analyze, predict, and suggest solutions to existing pitfalls.

Customer Insights

In the B2B marketing realm, having a huge set of diverse customers and needs opens up endless opportunities. But it is often the very thing that can stunt progress. Usually, the messaging is aimed at a mass of customers, since some groups can have very different goals when entering your space (website, media). Making your content relevant and highly targeted is the main goal here.


Platforms like Watsonx (made by IBM) offer integration into campaign automation platforms, providing you with the tools to apply your customer insights at scale. And if you think it’s not the norm just yet, think again since big players in the AI enterprise adoption market are making serious launches.

Efficiency

This one is simple. Remember all the Excel work, thinking up structures, creating frameworks for data collection–all done by hand. Now, AI can do that all for you; your job is to set a direction and refine results in the process. And that is just one of many aspects.

The content creation process can also be streamlined. Increasing content output and maintaining quality is a challenge with modern media. Here’s asuccess case that stood the test of time: in 2015, VMware needed to rapidly scale operations while also increasing its content creation. Having 120 technical writers and a constant flow of freelancers left no space for consistency and quality review.


Acrolinx AI became the solution. It offers live editorial support and automation, as well as thorough content analytics. This way, editors can be (and were) reassigned to more valuable tasks effectively integrating new team members and training better writers.


You can apply the same approach to your strategy, reassigning routine tasks to AI, while leaving more high-profile tasks to your valued colleagues.

Customization

If the ready-made tools no longer meet your requirements, consider collaborating with developers to create AI tools tailored to your specific tasks.

For instance, a Customer Data Platform can intake data from diverse sources, such as email, social media, loyalty programs, and systems such as enterprise resource planning (ERP) and customer relationship management (CRM) but has a relatively restricted capability in analyzing and categorizing an audience. Here, a bespoke model could integrate data from a broader array of sources, enabling finer-grained segmentation with more nuances, and preparing your strategy for scale.

Content Creation

Rumor has it that AI is not exactly the best at creating content. It’s true – it can come up with pretty generic content if you use generic prompts. Good prompts coupled with the AI’s ability to conduct thorough analytics and form predictions for customer intent can create irreplaceable content – creating a tool for your company.

Personalization

These days, the algorithms are getting better by the day, and seeing personalized offers on the internet doesn’t come as a surprise to many. This is where you can leverage AI to provide your customers with an experience that is up to par with modern standards, especially considering that AI can now even analyze previous media interactions, browsing history, and buyer patterns to create a highly tailored experience for your users. This approach builds trust which is exceptionally important in the realm of B2B marketing.

Creativity

From MidJourney to ChatGPT to the recently unveiled Sora, we’ve seen countless iterations of creative and powerful AI tools. The notion is the same – once you learn how to use them, creating highly personalized and unique content for your campaigns, websites, newsletters, and even sales, bots will become not only a breeze but also the thing that will set you apart from your competitors.


Video content, brief social media updates, personalized greeting cards, long-read articles, and even whitepapers can become the bearers of your fresh perspectives and the builders of new, quality relationships with your customers.

In Conclusion

While AI tools are readily available to everyone in B2B marketing, only a select few can truly harness their full potential. This is where your skills using these tools will increasingly determine your success in the market. However, mastering AI shouldn't be a one-time fun endeavor, it should ideally become a routine. Instead of simply integrating AI into your workflow on occasion, make it a habit of leveraging the latest technological tools and setting up a cycle of continuous testing, analyzing, and improving incoming data and suggestions.


This will ensure sustained improvement and adaptation in your operations, building a solid new-age AI foundation for future scaling of your strategies, optimizing your performance, and keeping you ahead of the competition in an ever-evolving landscape.