AI is a robust tool that helps organizations overcome various challenges, but adoption of this technology might impose other challenges that organizations have to overcome.
CMOs globally are embracing or exploring the opportunities of AI in their workflow to stay ahead of the competition. Even though AI-enabled marketing solutions are robust tools that are revolutionizing the B2B marketing landscape, they have some inherent challenges that they impose.
B2B enterprises need to be aware of the challenges they might face while embracing AI in their marketing. Determining the challenges beforehand will assist the CMOs in keeping a strategic action plan ready to overcome the bottleneck that might arise. Here are a few challenges that AI imposes on B2B marketing:
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Lack of robust marketing tech stack
B2B businesses need to have an advanced technology stack to successfully embrace AI-driven marketing strategy. AI-enabled marketing solutions are capable of processing a large number of data points which requires advanced hardware infrastructure to make the most out of AI. CMOs should consider evaluating the entire hardware in the IT infrastructure and ensure they are completely updated and running efficiently before adopting AI.
Insufficient budget for marketing technology stack is one of the biggest challenges in adopting AI in B2B marketing. Embracing cloud-based AI marketing tools is a perfect way for enterprises with minimum budgets or lacking robust IT infrastructure to integrate artificial intelligence technology into their presales tech stack.
Depending on irrelevant data
Inaccurate and irrelevant data is another challenge of AI, which might change the derivatives of the marketing campaigns. AI can have the ability to revolutionize B2B marketing strategy only if accurate and high-quality data is fed into it. CMOs should consider analyzing the accuracy and relevancy of data before feeding it to the system.
AI in B2B marketing is an efficient way to spot the patterns, but it is only achievable if relevant data points are used. B2B presales team needs to ensure they source data from reliable sources and evaluate its accuracy to make the most out of AI.
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Hyper-personalization in a way that freaks out clients
The core purpose of embracing personalization is to make the prospective customer feel valued. AI has the ability to interact with the customer at the right moment with the right message, which enhances the purpose of presales campaigns. However, hyper-personalization should not be in a way that freaks out customers because they might feel they are tracked.
B2B enterprises need to be vigilant that they do not overreach their target audience beyond necessary. Because in a professional space stepping over the boundaries by being overly personal can hamper the results of the marketing strategies. CMOs should consider taking necessary steps to ensure they do not overstep on personalization to ensure they do not lose customers’ trust and credibility.
Meeting privacy and compliance
The B2B marketing landscape is embracing AI to make the most out of their campaigns but has imposed challenges of data being unsafe and being used for malicious purposes. Furthermore, not adhering to GDPR and CASL laws can have legal implications and create a bad reputation in the market.
CMOs should consider designing a marketing campaign with a content-based approach to avoid penalties, legal implications, and fruitful relationships with their clients. They can also consider maintaining transparency while collecting data and its usage to keep themselves away from the unnecessary hustle.
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