Artificial Intelligence (AI) is one of the most revolutionary technologies to emerge in 2018. The scope of the technology is immense, with many organizations developing critical tools to help in B2B marketing. From marketing automation to scaled advertising, there are various applications in the space.
Lead generation is also an area of emphasis for AI, as there are many tools available that focus specifically on that. AI has the capability to create unique efficiencies in the B2B marketing domain, while driving scaled marketing through the industry. Lead conversion can also be impacted when companies incorporate AI into their B2B marketing strategies.
Starting from B2B data analytics & research
It’s important to have a systematic approach when it comes to B2B marketing strategy. AI can help in analysing company data and customer insights, to create new avenues for lead generation. B2B marketing is all about having data-based decision-making capabilities. Companies that are able to leverage AI, see a rise in adoption and lead quality.
Through the power of AI, companies can review their leads closely and find the best lead targets to optimize further in. Lead optimization is positively impacted, with AI leading the way in the space. Data from Adobe suggests that 31% of companies will be incorporating AI in the year to come. It’s an important tool that is designed to provide research-backed insights.
Analytics are also enhanced using AI. When large quantities of data can be analysed at scale, B2B marketing is positively impacted as well. Clients can focus on how well their marketing is performing by using AI-empowered analytics. This helps in driving insights much faster, as the AI ecosystem delivers quality knowledge at scale.
B2B marketers that adopt AI today, are market leaders in the years to come. This is because AI creates a systematic shift from instinct to research-based insights. The tool is powerful enough to shape the way that we’re conducting B2B marketing in the future.
Adopting AI across outreach initiatives
The main goal for any successful B2B sales outreach program is to optimize the relevant channels. This includes digital marketing channels like LinkedIn, and SEO channels like Google & Bing. Companies are adopting AI to integrate distributed initiatives across the marketing landscape. B2B firms can start reviewing their outreach activities and fit in AI to their existing systems.
There are many tools available in the marketplace, that focus on creating value through AI. These tools can work within the existing framework of the B2B marketing strategy, as they’re based on a plug & play model. Companies can incorporate AI into their systems effectively through this mechanism.
Outreach activities that include traditional formats can also be enhanced. When it comes to tele-marketing or print marketing, AI can provide valuable consumer insights that can be integrated into the marketing system. For companies that are traditionally-bound, they can still leverage AI to create efficiencies. The technology can help them develop core competencies in lead acquisition.
AI & Content Marketing
Content marketing is another area of contention when it comes to AI. AI can provide a new look into how content can impact your business model. AI can create research-backed insights, that can be incorporated into the content marketing channels used.
Additionally, companies are using AI tools to create lead magnets fitted inside the content. These lead magnets are dynamically positioned to create maximum leads per content shared. These tools also analyse the content on the website to create better messaging and customized branding depending on visitor action.
Through AI and content marketing, companies can capture leads dynamically and in a systematic format. Leads can be captured via email marketing automation, and communication can be structured depending on what format of content was consumed. If a certain content genre appealed more than another, then all email marketing activities would be customized to reflect that.
Content can also be made SEO-friendly with automated tools within an existing B2B marketing strategy. From long-tail keywords to introducing optimized links, there is a wide scope in the content and SEO space. Content can also be used for thought leadership activities and SEM purposes as well.
Acquiring the right team
The right AI strategy involves having a robust team that understands the technology from the inside out. Not only the marketing applications of AI, but a coherent understanding of the technology itself is needed. This helps in analysing insights better and using AI as a core B2B marketing strategy. AI can become a value-add in every aspect of the marketing domain, giving efficiencies to traditional practices.
B2B marketers can start by having the right skillset in the domain, after which they can review their existing marketing practices. Through this, they can initiate a robust AI marketing plan which can help in generating leads and converting them at a higher-level.
Marketers can then expand their team, and add new members, tools and technologies. From analytics & dashboards to sophisticated learning mechanisms, B2B marketers can adopt AI at scale from the beginning. They need the right team to execute on the plan and ensure that there is success in lead generation.
AI incorporated into your B2B marketing strategy
Technologies like AI have existed to provide key insights in to B2B marketing strategy. What’s key is the need to have the right talent that works with AI to enhance lead generation. Not only that, AI also needs to be integrated in B2B marketing research & analytics for the organization. AI requires a quality team to understand the scope of the technology.