5 Ways How AI Is Changing B2B Marketing
You may not agree with the fact that B2B marketing and Artificial Intelligence (AI) are a match made in heaven. The truth is, Artificial Intelligence as it is today is changing a lot of things in our lives, and B2B marketing is no exception.
Artificial intelligence is all about equipping machines or computers with certain algorithms and cognitive ability that enables them to perform tasks that are usually executed with human intelligence.
Today, we see manifestations of AI technology already impacting our day to day lives. So many home appliances and children’s toys we see today are already leveraging AI technology. Thus, it doesn’t come as a surprise that AI is poised to change B2B marketing forever.
AI is already being used by B2B marketers to find solutions to the marketing challenges they face daily. Over 80% of B2B marketing executives already agree to the fact that AI will completely transform B2B marketing 5 years from now.
Moreover, a recent survey undertaken by a group of marketers recognized AI as the most likely technology to be utilized by marketing professionals in 2020.
So, how is AI changing B2B marketing? Let’s find out!
How AI is changing B2B marketing
1. Source Better Quantity And Quality Leads
Marketers spend a lot of time and effort sorting through their customer database in an effort to find quality leads that they can nurture. These tasks of sorting out leads are often done manually by most B2B marketing professionals, and they require a considerable amount of time to accomplish.
Artificial Intelligence can take this pressure off B2B marketers. With AI technology, the tedious process of obtaining, reviewing, classifying data can be automated.
Not only will Artificial Intelligence capture a large amount of data from numerous sources such as social media, CRM, contact databases, and websites, Artificial Intelligence will also review, analyze and qualify the leads that have the best potential to convert. More like separating the wheat from the chaff.
This will give sales teams as well as marketing managers more time to focus on more productive tasks. Mundane and repetitive tasks of qualifying leads in the sales process are taken care of by Artificial Intelligence.
2. Personalized B2B Marketing
In the business world today, the increasing need for personalized marketing campaigns cannot be overemphasized. AI technology offers B2B marketers an excellent opportunity to tailor their marketing campaigns to fit into the needs of each consumer or prospect.
With careful analysis of data, AI will be able to get meaningful insight into the behavior of customers, and it will use those insights to create customized, personalized campaigns to target those customers on a one-to-one basis.
Personalized messages offer great customer experience. When products or services are customized to accommodate the unique needs of organizations, prospects, and customers, there is a higher possibility for conversion. If you hire a good writer for writing these messages – on a review website like Online Writers Rating it is easy to get a good writer – you will be able to create successful personalized marketing strategy.
Market segmentation or targeting a specific sector or demographic is an approach that has been used by many business owners and marketing executives for a long time. Today, however, with AI’s sales intelligence, personalized marketing is poised to take the front seat in B2B marketing efforts.
Brands like Netflix, Spotify, and Amazon are examples of B2C companies that are already maximizing the power of personalization in their marketing approach. There is also a pressing need for B2B marketers to get on the personalization train with the use of Artificial Intelligence.
3. Accurate Analytics
Every marketer will agree that accurate data analysis is critical in efforts to optimize marketing and sales processes. Data obtained from previous marketing efforts need to be carefully and accurately analyzed so as to enable marketers to improve on weak areas.
Using human effort to accurately analyze all these data can be a daunting task, one that is almost impossible to achieve. This is where incorporating AI technology can really make things easy. When results from previous marketing efforts are carefully analyzed, marketers will know areas that are working and areas that they need to pay more attention to.
4. Improved Online Shopping Experiences
With voice search optimization and the use of online personal shoppers, a lot of B2B marketers are giving consumers better-improved shopping experience. Smart AI, technological devices like Siri, Alexa, and Cortana, is now used by a lot of consumers for voice-based online shopping.
Customers can shop online through the use of their voice without typing texts into search engines. A lot of e-commerce retailers today are re-optimizing their website pages to accommodate voice search technology and deliver improved shopping experiences for customers.
Also, online personal shoppers like Shoptagr and Mona are virtual personal shoppers that a lot of companies and marketers are already using to improve shopping experiences for their consumers. These AI technological devices achieve this by learning about online shopping habits and the personal taste of each consumer.
5. Chatbots and Virtual Assistants
Conversica, for instance, is a virtual assistant that is used to improve email conversions using the power and cognitive ability of AI to qualify leads so as to prevent leaks in the funnel. B2B marketers can leverage Conversica to engage prospects in two-way email conversations.
Conversica will follow up on 100% of potential buyers or prospects and engage leads by sending and replying to emails in a meaningful way that one would think those emails are coming from a real human being. This virtual assistant will continue to engage and follow-up with prospects, responding appropriately until your prospects are converted into paying customers.
Moreover, chatbots, like Drift, employs AI’s cognitive ability to improve customer experience in the sales process. They can respond to the questions and inquiries of prospects in real-time, they can book meetings with prospects, and they can also redirect prospects to the appropriate personnel that would meet their needs.
It’s no surprise that AI is set to revolutionize B2B marketing.
As a matter of fact, AI is already redefining B2B marketing in so many ways, and the only people who will benefit from this advancement in AI technology are business owners, marketers, and entrepreneurs who get ahead of the curve by harnessing the power of AI technology in relation to B2B marketing efforts.
Thankfully, a lot of B2B marketers are already incorporating AI into their marketing and sales processes, and they are already enjoying a good return on their investment.
Are you thinking of leveraging AI for your business 2020?
Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert at Writesquad in such topics as blogging, digital marketing, and self-education. He also loves traveling and speaks Spanish, French, German, and English.