ChatGPT has gained tremendous popularity in recent months, and businesses are exploring opportunities to leverage this tool in their technology stack to automate various processes.
This artificial intelligence (AI) based writing software will revolutionize the marketing landscape with automation. The B2B buying and selling process has become very complex, and buyers today have become more vigilant while making a final purchase decision. Most marketing teams are on a bandwagon to embrace this technology into their MarTech stack to get a competitive advantage and reduce their workload. CMOs should consider that ChatGP could replace the sales reps and offer their clients with sales rep-free purchase experience. Moreover, they must also consider the power this tool gives B2B buyers to improve their purchasing processes.
Ways B2B Buyers can Leverage ChatGPT to Streamline the B2B Purchase Process
B2B buying will increasingly rely on digital sources from AI models like ChatGPT. ChatGPT can consume more signals from a vendor’s website, peer review comparison websites, and user blogs that discuss products and can relay this information quickly with unbiased information.
“Buyers will now be able to complete 40-50% of their education by asking ChatGPT a question on a product or company, allowing them to become less reliant on the seller to answer feature-specific questions on whether the company can meet their needs,” says Parth Mukherjee, global VP of product marketing at Mindtickle.
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Since buyers will get more insights with ChatGPT, this will pressure the seller to turn up with new information, not just facts. These points must come from past experiences and institutional knowledge that an AI can’t capture.
“For example, sellers can give examples of how ten companies use the product rather than simply providing options. This is the type of prescriptive selling that sellers will need to pivot toward since fact-based selling will already be handled by AI as tools like ChatGPT become more widely adopted,” adds Parth Mukherjee, global VP of product marketing at Mindtickle.
A few businesses have or are considering leveraging ChatGPT as a productivity tool to make purchase decisions. One of the most effective ways companies can leverage ChatGPT in their B2B purchase cycles is by asking them more questions about their operational challenges, possible pitfalls, and the best ways to manage and mitigate risks. As the technology is nascent, getting more in-depth answers about the vendors might not be effective.
Ways to leverage ChatGPT In B2B Sales Or Marketing
Businesses that want to leverage ChatGPT for their B2B sales or marketing need to understand the right prompts to make the most out of it. Marketing teams unable to leverage this tool efficiently will not be able to get a competitive edge in the industry. Moreover, this AI-based writing tool is evolving significantly faster; hence, understanding all the necessary prompts is crucial. While leveraging this technology for B2B buying and selling processes, it is essential to use the right prompts to save time and get desired results. This technology probably won’t be able to offer an efficient keyword strategy but definitely will be able to provide a solid base for all the digital marketing efforts.
Efficient Lead Generation
B2B marketing teams can consider leveraging ChatGPT into their MarTech stack to draft an outbound email or text template to generate inbound leads. Additionally, this technology can qualify leads by asking them personalized, targeted questions. Moreover, based on the user replies, it can offer more accurate conversion rate forecasts.
Reply to Customer Inquiries
Business leaders can leverage ChatGPT in their marketing technology stack to reply to Customer service emails. It is one of the most effective ways to use this tool as a chatbot to respond to basic client queries and reduce the workload on the presales teams.
Creating User Manuals
Product training and development are essential in B2B buying and selling. Enterprises with complex products must offer guides, user manuals, and other training materials to improve user interaction with the tool. Leveraging ChatGPT to streamline the B2B selling processes will help businesses to offer text-based product guides with step-by-step instructions to use products.
Creating Content
One of the most significant ways to leverage ChatGPT in the MarTech stack is by maximizing its content creation capabilities. B2B buying and selling processes can be transformed by this technology’s ability to create relevant real-time content.
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Transform CX at Every B2B Purchase Stage
Not only will ChatGPT will help to transform the B2B buying and selling process, but it will also have an impact of revolutionizing every stage of lead generation. Leveraging this technology will deliver a top-notch customer experience for prospects in the awareness, interest, decision, action, and retention stages.
Will ChatGPT Transform the B2B Buying Process?
CMOs that want to implement ChatGPT in their MarTech stack needs to consider the ramifications of the digital strategies rather than leveraging them to draft mediocre marketing content. Businesses can leverage this tool to gather valuable insights into the total addressable market and make strategic marketing changes based on them. B2B marketers need in-depth research on their clients to improve engagement rates. Hence it is crucial to evaluate if the content created and delivered by ChatGPT helps them to overcome their buying and selling challenges. Businesses can make their final implementation decision based on the results they get from testing.
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