How Artificial Intelligence (AI) is Transforming B2B Marketing

By Madison Taylor
October 17, 2022

Artificial intelligence in B2B marketing is becoming more and more commonplace. AI technologies allow companies to pinpoint their target market and personalize their marketing methods. While AI doesn’t eliminate the need for the human side of marketing, it can reduce the need.

The Many Benefits of AI in B2B Marketing

How does artificial intelligence help companies improve their marketing between businesses? AI technologies work in several ways to help improve ROI and produce better results.

Increase Customer Response

Engagement is vital for reaching customers, and artificial intelligence is ideal for sparking more engagement. A key point here is reaching the correct audience at the right time. AI technologies can find the perfect time for engaging customers by providing unique insights. Any content, be it social media or blogs, can reach more people when it is published when the targeted audience is online. AI can also help determine where the content should be posted and which types of content work best for engagement. All of this is done automatically and only requires human intervention to create the content that will be presented.

Using Voice Search

Siri and Alexa are the most commonly known voice search technologies. This type of technology can be helpful when managing marketing campaigns. Half of all searches in 2020 were done via voice search, and 40% of adults use voice search every day, thanks to the fact that it’s faster than typing in a search. With such a large number of people leaning toward the use of voice search technology, it’s become an essential part of marketing today.

Generating Qualified Leads in Less Time

Every business needs leads, but the quality of the leads depends on how they’re found. Many marketing techniques require considerable time, money, and other resources to produce leads. Companies may spend more time and money than they wish to get the leads they need. In some cases, these leads are of poor quality.

With AI, it’s possible to automate nearly every part of the lead generation process. While human processing can only look at a limited number of factors in a sales funnel or surveys, AI technologies dig much deeper. The result is a more targeted market and more personalized marketing methods. The collected data allows companies to focus their time and energy on procuring the sale from these qualified leads.

Improve the B2B Experience

Whether a business deals with customers or another company, customer service matters; understanding customers’ needs and tailoring the offer to them is essential. Artificial intelligence makes this simpler. It can take a long time to learn everything necessary about a client to reach them. With AI technologies, the entire process is faster and easier. Since 66% of clients expect businesses to understand all their needs, AI is a must for any company.

With the correct information in hand, everything from emails to landing pages may be tailored precisely. This can even be automated if you have the proper artificial intelligence technology. AI technologies can also help track data and ensure businesses are alerted if there are changes in trends. The results may indicate an issue with the website, app, or search results, depending on where the changes occur.

Improve Mobile Apps

In today’s world, the smartphone is king. About 65% of B2B businesses use mobile apps for this reason, but apps tend to be uninstalled if they don’t work smoothly. Fortunately, AI can help track how these apps are used and pinpoint potential trouble spots. This makes it easier to resolve problems so the company can continue reaching its audience via the app.

For B2B apps to work as a marketing tool, they need to be functional and easy to use. When a problem arises, it should be fixed as quickly as possible. For many companies, their app is the best way to reach them and order. However, when it’s faulty or frustrating to use, it will rapidly get deleted. Since a lot of information comes in from an app, keeping it running and working for clients and businesses alike is essential.

When to Bring Humans Into the Equation

Artificial intelligence is a handy marketing tool, but it shouldn’t be the only way to interact with customers. There is undoubtedly a time and place for technology, but people do enjoy the human touch. Reaching out with a personalized email or phone call can be far more productive than any amount of ads and other types of marketing.

While AI technologies are helpful, a person in the company should manage the information collected. The data collected is essential to reaching out and allows the company to provide a person to talk to. People can become frustrated when they can only reach a chatbot or find that an AI persona provides all the help articles.

Sometimes, you need a human being. Therefore, AI and people should work together to provide the best customer experience. As more B2B companies venture into the world of artificial intelligence, they’ll find that a combination of the two works best.