AI: Transforming B2B marketing and supporting strategies

AI is continuing to act as a game-changer in the world of B2B marketing, and the developments are happening at speed. While this is exciting for us marketers, we must stay abreast of any changes and understand the governance and risks around adopting new tools. This ensures we have the perfect foundation to embrace the positive impact AI can have across your marketing strategy. 

By leveraging AI correctly, businesses can enhance their marketing strategies, improve customer engagement and ultimately drive better results and impact – but only if it’s understood and used in the right places. Yes, we have seen AI doing amazing things in the creative space which will continue to evolve, but there are far more ways to harness AI’s potential to deliver impact.

Here are four ways I am seeing AI transform B2B marketing and support marketing strategies.

1. Personalised customer experiences

One of the most significant impacts of AI in B2B marketing is the ability to deliver highly personalised customer experiences at scale. AI algorithms can analyse vast amounts of data to understand customer behaviour and their preferences. This enables marketers to create tailored content and campaigns that resonate with individual customers and include personalisation through certain fields.

Of course, this was possible before AI, but it was generally a highly manual process which in reality, was time consuming to fit in around wider demands. AI can support this at speed. This level of personalisation not only improves customer satisfaction but also increases the chance of closing business. Of course, delivering personalised experiences at scale relies heavily on the correct data being available in the first place. When it is, there’s an exciting opportunity to expand and improve your customer experiences.

2. Improved content creation

Content is at the heart of B2B marketing, and AI is providing new opportunities to create high-quality content and support a strategy which remains engaging and relevant to your audience. AI tools can generate content ideas, help write articles and even create the activation content to support. 

There is an obvious ‘caution’ note here – we must ensure AI tools are used in the right way to support delivery, and train tools in the correct manner to provide the output we desire. When used alongside human expertise, you can be quicker to deliver content into market and ensure you have a content strategy which serves the needs of your audience.

3. Enhanced customer support

AI-powered chatbots and virtual assistants are transforming customer support in B2B marketing. These tools can handle routine inquiries, provide instant responses, and assist customers 24/7. Of course, chatbots aren’t new, but using AI to power these technologies can provide a better user experience with more accurate and helpful responses in the first stage of a customer support journey.

We often have conversations with clients about ensuring the handover from marketing to sales is timely, and at the right point in a customer journey to ensure impact. If AI can support nurturing contact data into valuable pipeline data for sales, this also helps connect the two functions closer together.  

By automating part of this support, businesses can improve response times and free up human agents to handle more complex issues. Additionally, AI can analyse customer interactions to identify common pain points and suggest improvements to the support process.

4. Predictive analytics for future trends

Predictive analytics is another area where AI is making a significant impact. By analysing historical data and identifying patterns, AI can forecast future trends and customer behaviour which opens many opportunities. This enables marketers to anticipate market changes, adjust their strategies, and stay ahead of the competition by predicting future behaviour. 

For example, AI can predict which products or services are likely to be in demand and help businesses plan their marketing campaigns accordingly. This is not only helpful in supporting your content strategy and CX strategy for existing customers but also support prospecting and being on the pulse with potential behaviour patterns.

Conclusion

There are many ways AI is transforming B2B marketing. However, I found these strategies particularly interesting, and very aligned to the common challenges and conversations we are having with clients day to day.  

As AI continues to evolve, its impact on B2B marketing will only grow, so it’s important to consider and integrate AI as part of your strategy.