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What does AI mean for your B2B marketing?

Friday 26 October 2018 AI

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Mike Wilkinson's picture
By Mike Wilkinson

When you hear “Artificial Intelligence” or “AI”, what does it mean to you?

Cartoon androids, sci-fi movie characters, champion chess computers or a sinister robot takeover of the world?

They’re all associated with the topic in the mainstream public eye. But a recent report in The Drum suggests that a majority of B2B marketers are “generally unclear” about what AI is and what it could do for their organisation.

There are many relevant and immediate applications of AI that are already playing a part in everyday commercial organisations. Is your organisation deploying any of them yet?

The AI bots we experience online or on customer service helplines are often deployed in consumer interactions rather than B2B. But in fact, there are already many invaluable applications of AI in B2B that could save your organisation time, improve productivity, reveal opportunities that subjective analysis can miss and help you respond faster to them.

AI doesn’t have to mean a chatbot or synthesized conversation. It’s about harnessing machine intelligence to help you get to know and respond to your customers better. As Bernard Marr explains in a recent Forbes article, with B2B buying cycles typically so much longer than in B2C, it’s even more important for firms in this market to equip themselves with AI tech, because the potential commercial upside of speeding up sales decisions and converting more prospects is so much greater.

There are many relevant and immediate applications of AI that are already playing a part in everyday commercial organisations.

Writing for cio.com, digital marketing guru Philip Kushmaro says, “AI-driven technology is set to revolutionize marketing, by presenting marketers with a vast amount of quality data at scale, through the use of deep learning.” He goes on to assert that businesses that don’t invest in AI as a top priority will be left behind in competitive markets.

Here are some ways your business could be using AI to support the sales pipeline and enhance customer loyalty through relevant engagement:

  • Monitor and evaluate online profiles and interactions to determine the topics of most interest to buyers
  • Continually assess internal interactions with your clients and prospects based on unstructured data like emails, calls and social media, to establish hidden opportunities and optimal moments for relevant contact from your team
  • Analyse organisation charts to find the right people to target in a purchase decision
  • Follow up initial contacts and interactions with a sustained campaign of contact, tailored to the individual’s responses and reactions
  • Review client sales histories to provide insight into customer profile types with the most potential to buy from you

Don’t miss the AI boat. Your B2B firm needs to get on board now with applications and technology solutions that will drive sales and growth and deliver a real competitive edge.

If that sounds expensive and daunting, think again. Simple but effective AI applications and tools to suit your business development model are available now and surprisingly easy to deploy. If you’d like to get an idea of what that could mean for your firm and how to make it happen, have a chat with one of our Business Intelligence experts.

For more on this, read 'What does AI mean for Marketing' from our Integrated Marketing Group.

 

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When you hear “Artificial Intelligence” or “AI”, what does it mean to you? There are many relevant and immediate applications of AI that are already playing a part in everyday commercial organisations. Is your organisation deploying any of them yet?

What does AI mean for your B2B marketing?

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