March 18, 2020
Many forward-thinking B2B marketers have already invested in the development of artificial intelligence (AI) to help accelerate business growth and improve sales, but it’s still a fairly new playground for this community. This year, B2C environments have challenged B2B business to provide the same level of intelligence in their offerings, opening doors to blockchain, predictive analysis, lead scoring, and more.
One of the most recent adoptions has been around predictive marketing analysis. In layman's terms, this type of data analysis allows marketers to look into a potential customer’s data and determine their future value to the company. It’s a simple, effective way to convert leads, but it requires data enrichment.
Rich, personalized data is what B2B marketers need to be able to improve their lead generation strategy. With the General Data Protection Regulation (GDPR) having come into effect, marketers need to look beyond emailing and cold calling as their primary sales techniques and maximize the data they have, which they have received permission to use, to give their business a competitive advantage.
The insight gathered from the sales cycle will help you to predict information and make smarter decisions going forward. Here are 4 ways the development of artificial intelligence will help improve B2B marketing:
By using machine learning algorithms to effectively analyze the value of existing leads and that of potential prospects, you’ll be able to pursue opportunities based on the rich data gatherings you’ve received. Be it immediately or for pipeline projects, lead scoring will allow sales teams and marketers to reach their targets and improve their client relationships. Now you can pay attention to the hot prospects which seem more promising, as well as eliminate the effort spent on unsuccessful client accounts.
The B2B business field is starting to allow marketers to generate more in-depth insights and behavioral information beyond the traditional data such as title, location, and company. Marketers can now go a step further and evaluate a prospect’s interaction with their site, which over time, will enable marketers to strategically develop content that is hyper-targeted to meet those site engagements. The development of artificial intelligence solutions will help you to create a more personalized experience based on these interactions.
Having access to the data you need means that you’ll easily be able to adjust your campaign approach accordingly. Not only will you be able to design an email or digital marketing campaign around these needs and preferences, but you can also improve your content, calls to action (CTAs), and sales tactics faster. Machine learning programs are able to automate content quicker than any human could hope to achieve. This speeds up your sales and marketing process by recommending specific content that works and highlighting content that doesn’t. If there’s something you keep doing that doesn’t work at all, you’ll easily be able to suggest solutions, implement software and, ultimately, optimize your approach for a better result.
AI can assist sales teams with the actionable insights they need, in real-time. Gone are the days where sales representatives and email copywriters sit writing pitches and trying every trick in the book to land a couple of warm leads. Nowadays, marketers and teams can make use of the development of artificial intelligence to help guide their marketing efforts. Whether you’re trying to develop content to pitch to a specific type of profile or are spending hours on Google trying to identify the relevant decision-makers in a particular company, AI resources will be able to generate this information for you. And quickly. Now, you’ll be able to create customized, personalized information that generates leads and makes an impact from the beginning.
As a B2B business, it’s worth investing in an AI solution to help reap better results. This way, you’ll be able to significantly improve efficiency and deliver a personalized experience to your customers at any point in the customer journey or sales cycle. Learn more about how AI can simplify B2B commerce and B2B communication in our recent article on the topic.