The following article is a guest post written by Atomic Reach.
New technology is always creating opportunities for businesses, giving them new, exciting and more effective ways to reach and convert their audience. One of the most disruptive technologies of our generation has been AI (Artificial intelligence) and its applications are being applied in all kinds of sectors – including B2B Marketing.
You may have heard your colleagues taking over the watercooler about how AI is the latest trend in marketing but just how is it impacting the B2B marketing space? Here are 5 ways:
Michael Jordan said, “Talent wins games but intelligence and teamwork wins championships.” While AI might not be able to do a great deal for team building it can certainly help you with your intelligence, specifically with your B2B content.
Content intelligence comes from asking yourself questions about your audience such as:
- Who is your audience influenced by?
- Where does your audience “hang out” online?
- What content is your audience sharing?
- What problems is your audience experiencing?
- What is your buyer personas?
And using the answers to these to guide your content marketing decisions. Finding answers to these questions can be a little more difficult for B2B than B2C as you are not targeting individuals and there are often multiple executives within a company who are making buying decisions together.
Content intelligence helps B2B marketers steer away from using gut instinct and can guide them to create content based on what is actually working.
The content intelligence platform we created at Atomic Reach uses extensive analysis of text-based content to provide insights on how B2B businesses can improve their content based on audience engagements and other factors. Using data-driven insight has been shown to drastically increase contents performance, with business who use Atomic Reach seeing on average:
- 83% increase in page views
- 193% increase in time spent on page
- 23% increase in click-through rates
- 75% increase in leads generated.
Personalization is becoming more and more important in B2B marketing with Accenture finding that 73% of B2B buyers want a personalized, B2C-like customer experience. It’s no surprise then that when we asked marketing agencies how they were using AI within their marketing one of the most common answers was personalization.
Most consumers these days avoid spam emails and marketing messages, buyers have a “spam radar” now, and without even opening emails they can just send them straight to the trash. AI-driven marketing is helping B2B businesses avoid this outcome.
Consumers in the B2B space have always been picky with the brands they interact with, usually because the price point of B2B products and services is far above B2C, so much longer buying cycles are needed to convince your audience that they should use your business. This selective nature means that your audience expects your brand to closely understand their preferences.
AI is assisting B2B businesses in meeting their audience’s expectations for personalized content by creating bespoke content for segmented audiences and delivering tailored content to a buyer at the right stage of their journey.
Content is created on a thorough analysis of the behavior of the buyer helping you anticipate their needs and have more confidence that your content will deliver results.
3. Assemble and Organize Data
Data-driven marketing is a term we keep hearing but just how are teams supposed to sort through the streams of data to find the parts that are actually useful?
AI is making this whole process much simpler. B2B marketers can now easily sift through and analyze huge swaths of data in seconds as AI can analyze data at a much faster rate than a human ever could. Fast paced analysis leads to marketers more easily being able to pull out useful data and armed with these insights they can improve campaign performance and ROI.
It’s not just historic data that can be quickly analyzed either, AI is able to review real-time feedback from clients. Thanks to platforms like Twitter and Facebook, clients share their feedback instantaneously with the world. Savvy marketers can use AI to monitor this data and adjust their messaging to get maximum reach and engagement.
A lot of marketing practices require manual time and effort but AI is helping to free up your marketing team from doing some of the more tedious or basic tasks in their day-to-day. Sales and marketing teams can then take more time to bring impactful and interesting new ideas to the marketing process and further innovate as their time-consuming tasks are automated.
Automated email marketing is one of the areas most affected by AI. In B2B marketing, email has always been a powerful tool and now AI platforms are allowing businesses to automate every stage of their email sales funnel.
By sitting down with your team and asking “What repetitive tasks are taking a lot of time?” you can start looking at areas that can be automated. You can then start the search for AI platforms that can help you achieve automation.
Whether is manually following up with your best leads or nurturing new prospects there are likely a tonne of great candidates for automation within your current marketing process.
5. Search Versatility
Consumers are becoming more familiar with voice search. Instead of just using basic text-based sear, consumers now also seek quicker voice search, often powered with AI assistants such as Siri and Alexa.
AI assistants are only going to become more powerful in the future and they are giving B2B marketers a chance to enhance buyer experience by creating accurate and insightful answers to voice search queries.
Like any new technology, AI has been met with a certain level of skepticism. However, most marketers, especially those in the B2B space, are recognizing that it has great potential to solve a lot of the problems they have been having. From removing repetitive and mundane tasks to providing greater insights for marketing campaigns, AI is not here to take anyone’s job, but simply make a marketers life easier.
B2B businesses that see the impact AI is having in marketing and embracing the new technologies available are seeing greater results from their campaign. So if you’re not already incorporating AI into your marketing strategy it’s time to get started and jump in the deep end!