Influence of AI in B2B Marketing


    Technologies like Artificial Intelligence (AI) are increasingly garnering renewed in productivity and innovation.

    In any B2B marketing strategy, generating customer engagement is paramount. AI has demonstrated its utility in allowing marketers to optimize and simultaneously personalize customer experiences in running business analytics.

    Here are multiple ways AI can transform B2B Marketing:

    Revamps Lead Generation and Scoring

    The most common challenge faced by marketers today is generating high-quality and higher volume of leads. By integrating AI into lead generation processes, concerns like labor intensity of data collection, analysis, and management can be resolved. To capture hyper-accurate, dynamic and real data, AI can dig cavernously into sales funnels and databases, which might be beyond the reach of or overlooked by marketers. With improved data visibility and accuracy, marketers can pinpoint more leads while implementing a comprehensive lead-scoring system. Automation in this area allows marketers to spend a shorter time collecting the data and invest more time in using the data to implement business strategies.

    Also Read: Strategies to Develop an Optimized B2B Marketing Funnel

    Creates Finer Customer Insights 

    Creating precise buyer personas and ideal customer profiles is important for businesses aiming to accomplish personalized customer targeting. Social listening and analysis tools combined with AI businesses can achieve this goal. Gaining insights into the customers’ pain points, buying behaviors, and insights into the nature of the business competitors, can be strengthened with the help of AI. With this, businesses will be in a better position to offer existing and potential customers the right time and content.

    Boosts Customer Experience

    The voice-based technology made a mark where consumers are not just limiting themselves to merely browsing the internet but are also using it for other purposes like buying things online.

    AI digital assistants are learning and growing extremely instinctive. Artificial Intelligence acts as a boon for businesses and can be used to enhance their websites for voice searches.

    This plays a crucial role in the digital presence design strategy, which makes them accessible to everyone.

    Individualizes B2B Marketing

    Customers desire businesses to acknowledge their unique preferences and needs, which makes personalization marketing stand out amid general pitches that are commonly redundant. 66% of customers expect businesses to understand their needs and expectations, as reported in Salesforce’s State of the Connected Customer report. AI-driven marketing technologies not only help businesses to gather buyer insights but also create buyer personas  With AI, B2B marketers who have the power to commence timely conversations with consumers taking into consideration their pain points will be able to scale it through marketing automation.

    Escalates Customer Engagement

    AI-powered publishing tools play a crucial role in customer engagement by ensuring that the right content is posted at the right time. AI takes into consideration the business’ unique digital data along with customer behavior to schedule the optimal publishing time. By automatically publishing the content, AI-powered scheduling tools can increase the globalization potential unintentionally. When publishing content, time is not the only thing marketers need to consider, publishing platform and device optimization are also crucial factors. Hence, analytics tools can be used to discover exactly which platforms and devices targeted customers are using rather than rely on guessing.

    Also Read: Leveraging Artificial Intelligence (AI) to Optimize RevOps

    Refines SEO Strategies 

    When it comes to content crafting, AI-powered SEO tools simply save time by sourcing apposite keywords and also have the ability to inform new content by recognizing gravitating topics, making keyword predictions, and uncovering competitive gaps for progressive targeting, keeping old and fresh content ahead of the curve. By performing dynamic keyword and linking updates, AI can optimize old content for SERP.

    With a ton of businesses leveraging AI, it is understood that AI does not replace human intelligence; rather, it serves to complement it. Embracing AI is not just substituting the market space but revolutionizing the business world as marketing remains AI’s powerful user delivering value at every touchpoint with its impact felt not just by the businesses but also by its customers.

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    Apoorva Kasam
    Apoorva Kasam is a Global News Correspondent with OnDot Media. She has done her master’s in Bioinformatics and has 12+ months of experience in clinical and preclinical data management. She is a content-writing enthusiast, and this is her first stint writing articles on business technology. She has covered a wide array of crucial marketing industry insights like marketing technology, data-driven marketing, customer engagement, content marketing, branding and positioning, and social media marketing. Her ideal and digestible writing style displays the current marketing challenges with relevant mitigation strategies and countermeasures. Furthermore, she has delved into marketing automation, analytics and measurement, customer journey mapping, personalization and targeting, marketing ROI, multi-channel, voice search and influencer marketing. She has a keen interest in the latest marketing trends like AI and programmatic marketing. She looks for minute details, while her excellent language skills help her deliver a crisp-looking, niche-specific message through her articles. She is looking forward to exploring her writing styles and portraying her thoughts that can help encourage marketers to take smarter marketing decisions. Apart from writing, she enjoys spending time with her pet and reading oncology publications.