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Artificial intelligence, which is the rave of the moment and bedrock for the future, is currently reshaping almost every industry from finance to Agriculture; and transforming the socio-economic relationship in every part of the world, from Europe to Africa. And of course, B2B marketing is caught up in this revolution.
As a B2B marketer or company, you shouldn’t be asking if AI can help your business grow. Rather, your question in 2019 should be how you can leverage on AI to grow your business.
Recent research finds that AI marketing increases customer engagement by 7x and revenue by 3x. In another survey, 80% of B2B marketing executives suggest that AI will revolutionize the industry in 2020. I think that the revolution has already begun.
As an evolving and adaptive automated process, AI enables you to reposition your marketing strategies as and when due. So, this article will help you learn about 10 ways AI will transform the future of B2B marketing.
1. Lead Generation
One major factor that determines how successful you will be as a B2B marketer is your ability to maintain a consistent customer base. Prior to the advent of AI, lead generation was a cumbersome process that wasn’t quite straightforward.
Modern AI can scour for potential customers using relative set-points and bring them to your desk without much stress, enabling you to focus on what is important and who is important to your business. Technologies like this will save your sales and marketing teams countless hours along with precious company resources.
2. Lead Conversion
Every business thrives on the ability to convert prospects into clients. It’s one thing to generate leads, and it’s another to convert those leads into paying customers. Your campaign may be generating over 5000 potential customers monthly, but none might actually spend on your product.
Utilizing AI gives you insight into the core wants and needs of your potential customers, enabling you to act and structure your marketing campaigns to meet their needs and demands. One method through which B2B marketers have used AI in this manner is by sending personalized ad campaigns and messages based on demographic and behavioral data.
3. Effective Communication / Automated Conversations
This is undoubtedly the most popular and utilized AI tech in today’s business world. The use of AI in this regard gives you the advantage of keeping the communication line open 24/7 by making use of chatbots and other AI-powered communication systems.
From answering questions to delivering scheduled messages, AI has you covered. Recent development has shown that AI can also be employed conversationally, keeping your audience engaged as if they were speaking to a real person. Not only does this save time for sales teams, it can also reduce the time needed to qualify potential leads.
4. Personalized Messaging
Research has it that people tend to be more receptive towards messages they can personally relate with. Personalized messaging is one of the most effective marketing strategies as most consumers tend to avoid a generalized message.
AI will help curate data and other necessary information that will aid you in creating effective personalized messages and ad campaigns. This granular targeting capabilities will mean more contextually relevant marketing communications and a better overall customer experience.
5. Content Creation
This is an aspect of AI that has not been sufficiently developed. However, several innovative technologies along these lines have emerged in recent years. With tools like these becoming more and more accessible, the prospect of having a robot as your content writer.
AI may not yet be able to write fully-convincing ad campaigns or excellent Blog posts just yet, but with the use of content tools which are sometimes AI-powered, the lines between manual and automatic content creation are becoming increasingly blurred. For now, content writing services like The Word Point still offer more appropriate alternatives for commercial use.
6. Content Delivery
To keep up with your audience in today’s fast and extremely competitive world, you must be able and willing to provide content at regular intervals to remind your audience of your presence and deliver value, building a positive reputation for your brand.
Doing this manually can be close to impossible, especially with a busy schedule and having other important company functions to manage. But AI is rapidly making it possible to send out contextual messages and deliver relevant information 24/7, even without human input.
7. Behavioral Analysis
This is one important aspect of marketing that would almost be impossible to implement without the use of AI. AI has the potential to transform B2B marketing by predicting consumer behavior by relying on available consumer data and historical actions.
If effectively utilized, you as a B2B marketer would have the advantage of tailoring your products and services to fit in your customer changing needs in real-time. This means more relevant message, more accurate reporting, and a host of other benefits thanks to AI’s data analytics capacities.
8. Simplifying and Analyzing Data
Business is all about data and how you process and analyze it. Not being able to interpret data correctly could wreak havoc on your business and probably lead to its demise.
Humans are prone to errors, and that’s why they use of AI in this area is a welcome development that would ensure efficiency to a large extent. Also, AI has made it possible to solve complex problems in a much shorter time. Importantly, the storage and retrieval of data and marketing-related information has been made easy.
9. Analyzing and Measuring Efforts
You can’t know where you’re going unless you know where you’ve been. This is true in business and especially in marketing. As a B2B marketer, you should always analyze past results and measure them against historical benchmarks to gauge your true performance.
The AI-powered apps built into the vast majority of smartphones are a great example of how AI makes things much easier. Not only can they analyze and recommend improvements based on your data, they can also analyze their own data through machine learning to improve their own decision-making on a continual basis.
10. Optimizing Send Time to Deliver Emails
You can create a noteworthy piece of content with great information, but it would be worthless if your customer can’t find it amongst the mass of clutter in their email inbox. With AI, you optimize send time by calculating the optimal time to send emails to your audience.
More timely email communication means more relevant messaging and a better overall experience. This means more conversions and lowering your cost-per-acquisition (CPA), making your marketing campaigns more efficient, taking each dollar of your budget even further.
