Artificial Intelligence (AI) is the process of programming a computer to make decisions for itself. This type of independent and self-learning system has a wide range of applications in modern business, including B2B marketing.
Although it’s still in the early stages of development and application, AI can already help B2B marketers in a number of ways. After analyzing dozens of use cases, we picked the ones that proved to be most efficient.
In this post, we will explain the basics of B2B marketing and show you seven tips and tricks on how to use AI in this field of business. Let’s take a look!
B2B Marketing: Definition and Key Stats
Business-to-Business marketing includes all actions and processes aimed at promoting and distributing a product or service to another company. This basically means that B2B marketers target other businesses instead of individual consumers.
AI plays a major role in B2B marketing, but early adopters still expect it to grow and thrive. Here are the most notable stats related to AI in B2B marketing:
Almost 60% of B2B marketers expect AI to help identify prospective customers, while 53% of them expect AI to improve effectiveness in driving revenue. 84% of B2B buyers would switch to a competitor if their existing supplier’s digital channels couldn’t keep up with their needs and expectations.
However, studies also show that more than 60% of B2B marketers are not using AI in their tech stack. This means there’s a lot of room for progress in this field. If you are still not relying on AI to power your B2B marketing strategy, keep reading to learn how to do it.
7 Ways to Support B2B Marketing with AI
AI obviously has a lot of potential in B2B marketing, but how do you use it in practice? Here are seven ways to do it properly.
1. Use AI to identify and qualify leads
Lead qualification is a process of sorting out all the potential leads that come in and determining which ones are worth pursuing. This is usually done through a series of questions about the person or company, such as their budget, needs, and timeframe.
AI can help with lead qualification by automating this process. By analyzing data about potential leads, such as their website visits, social media activity, or purchase history, AI can quickly determine whether they are worth pursuing. This allows B2B marketers to focus on the most promising leads, saving time and money in the process.
2. Use it to personalize emails
Personalized emails have a much higher chance of being opened and read than generic ones. AI enables users to personalize emails. It can automatically add relevant information about the recipient, such as their name, company, or product they’re interested in.
In addition, AI can also help you choose the best time to send an email. The system interprets the recipient’s previous behavior, so it can determine when they are most likely to open and read your email. It’s a game-changing feature because AI enables you to send the right message to the right person at the right time.
3. Improve SEO with AI
Search Engine Optimization (SEO) is a process of optimizing your website and content to rank higher in search engine results pages. This is important because it helps you get more visibility and traffic to your site. AI can boost your SEO strategy in a number of ways.
First, AI will help you research and choose the right keywords to target. By analyzing data about your competitors and the search habits of your target audience, AI is going to find the right terms and phrases to focus on.
Second, AI makes it possible to create better content – it analyzes data about what people are searching for and what is popular on the web. That way, AI will assist you in creating content that is more likely to rank high in Google searches.
4. Advanced audience targeting and segmentation
Audience targeting is the process of figuring out who your target audience is and what they want. This is a difficult task, but it’s made much easier with the help of AI.
AI can help you target your audience by tracking data about their interests, demographics, and online behavior. This information is useful for creating targeted ads and content that is more likely to resonate with your audience.
In addition, AI can also help you segment the audience into smaller groups so that you can tailor your marketing efforts to each cohort. This is important because it allows you to focus on the needs of each group and create a more personalized experience.
5. Improve customer experience with AI
Customer experience is the way customers feel about your company and B2B products. It’s highly relevant because it impacts everything from customer loyalty to sales. But what does it have to do with AI?
For one, AI can be used to create a more personalized experience for each customer. The program processes data about their preferences and behavior, so it can provide each customer with content and recommendations that are tailored to their specific needs.
At the same time, AI can also automate customer service tasks. This includes things like answering frequently asked questions, resolving customer complaints, or providing live chat support. By taking care of these tasks, AI can free up your customer service team to focus on more complex issues.
6. Build better relationships with B2B clients
B2B marketing is all about building relationships. And AI can help you do just that. Advanced data analytics systems examine each of your contacts, thus helping you understand their needs and interests. That way, it is possible to create more personalized and relevant communications.
In addition, AI can also help you keep track of your relationships with contacts. AI can help you keep track of who you’ve talked to, what they’ve said, and how you can follow up.
7. Use AI to analyze B2B marketing performance
Finally, you can take advantage of AI to analyze B2B advertising performance using marketing reports. You can now monitor data about campaigns, website traffic, and sales. Thanks to AI, you can understand what is working and what isn’t.
This information can be further exploited to make adjustments to your marketing strategy and improve your results. For example, if you find that your website traffic is low, you can use AI to help you analyze the reasons why. Then, you can make changes to your website or content to improve your traffic.
AI has a lot of potential for B2B marketers. With the help of AI, you are able to improve your SEO strategy, target your audience more effectively, create better content, and improve customer experience.
Perhaps it sounds too good to be true, but it really isn’t. AI gives you close to unlimited B2B marketing potential, but it’s up to you to make the most of it.