AI Will Be an Unprecedented Part of B2B Marketing Strategies in 2019
Marketing is getting more and more challenging with the availability of technology and massive data. The challenge gets tougher for B2B marketers largely because the target groups are very narrow and the buying cycle is very long. Digital Marketing has always been very dynamic and this characteristic only makes it more exciting. Technology at the same time has evolved with the introduction of machine learning, automation and artificial intelligence (AI). This evolution was not only the need of the hour for marketers but also was a necessity for the customers as well. AI technology smoothen the customer journey and brand experience by reducing the volume of irrelevant advertisement.
AI has suddenly gained the attention of many high-end businesses and is expected to grow stronger in 2019. And there are valid reasons for brands adopting the technology. AI has shown improved performance and efficiency throughout the customer journey which is a significant part of a successful business. Here are some of the powerful features of AI technology which will make it an unprecedented part of B2B marketing:
1. Smart Targeting
AI refines your targeting options. Instead of selecting a target group on the basis of anticipation, now you can do smart targeting . AI-powered tools are able to filter the target audience on the basis of past trends, behavior and content preferences.
2. Relevant Content Distribution
AI has made personalization extremely easy. This has made marketing even more impactful since now you can deliver contents and offers that resonate with the respective customer. The result is you provide higher value to the customer and increase the chances of converting the potential customer to a customer with a high lifetime value. The selection of creative, ad text, ad formats and even placements is very easy with automation.
3. Integrated Data
Complete data integration has been possible with AI technology. For a very long time, the marketing and customer data has been in silos. Therefore, the true value was never been extracted. AI has made the 360-degree integration of CRM, marketing platform and automation possible. Now marketers can get complete user information to come up with a smarter approach.
4. Real-time Data Analysis
With the availability of numerous data points and channels, it was not possible for humans to process the huge amount of data these days. AI has made it possible to synthesize massive data from various touch points, process them in real-time and come up with valuable insights for marketers to take immediate decisions.
5. Automated Follow-ups
Importance of timely follow-ups especially in case of B2B marketing has been emphasized enough. With the help of AI and machine learning the follow-up, timings do not need an additional reminder. Automated timely follow-ups have reduced the manual task of the marketers. Also, the details like a previous response, whether or not the last email was opened, contact person's designation and business, etc.; the messaging is personalized to be more impactful.
Furthermore AI continuously churns the user data and behavior to improvise the responses and marketing communication. AI learns from the data it is fed and therefore is said be only as good as the data you feed it. B2B has immense data that if used correctly can provide a boost to the business. AI, therefore, is for sure a martech which more and more brands will continue to adopt in 2019.