This article could have been written by Artificial Intelligence (AI). And, if it was written by AI, anyone would be hard-pressed to know. For now, anyway. It would be logical, it would be interesting, it would be accurate (for the most part), and if you ran it through anti-plagiarism software, it would show that it is humanised. With the launch of ChatGPT in November 2022, the world finally realised that advanced AI is no longer something for science fiction but is in the here and now.
Of course, AI is about more than being able to compose an intelligent piece of writing in a matter of seconds. The role of AI in B2B marketing, for example, is rapidly evolving and expanding; and AI-powered tools are becoming increasingly essential for marketers looking to stay competitive. Through AI, B2B marketers can improve customer targetting, lead generation, personalisation, and sales forecasting, allowing them to drive better results and stay ahead of the curve.
Just some of the recent developments in AI include advancements in:
- Deep Learning – Algorithms that use neural networks to simulate the structure and function of the human brain, allowing them to learn from large amounts of data and make more accurate predictions.
- Natural Language Processing (NLP) – The ability of AI systems to understand and interpret human language, used in chatbots, voice assistants, and other AI-powered language tools.
- Computer Vision – The ability of machines to interpret and analyse visual information from the world around them. Used in facial recognition systems, self-driving cars, and other AI-powered visual tools.
- Reinforcement Learning – Reinforcement learning is a type of machine learning that involves an agent learning to make decisions by interacting with its environment. Recent advances in reinforcement learning have led to breakthroughs in robotics, gaming, and other fields.
Any B2B marketer can instantly see the immense potential in any one of these advancements. B2B marketing is reliant on intimate and genuine connections, and AI is facilitating this on a grand scale.
Customer Targetting
AI-powered tools can help B2B marketers better understand their customers and prospects. AI can analyse customer data to identify patterns, preferences, and behaviours, allowing marketers to tailor their messaging and targetting strategies. AI-powered tools can also help B2B marketers identify new customer segments and markets by analysing large volumes of data from multiple sources. By leveraging AI, B2B marketers can identify new opportunities and expand their reach.
Lead Generation
AI can play a significant role in lead generation by identifying and scoring leads based on their level of engagement and intent. AI-powered lead scoring tools can analyse customer data to identify prospects who are most likely to convert based on their behaviour and engagement with marketing campaigns. AI can also automate lead nurturing, allowing B2B marketers to deliver personalised content and messaging to prospects at each stage of the buyer’s journey. This can increase the efficiency and effectiveness of campaigns.
Personalisation
Personalisation is an essential part of B2B marketing, and AI-powered tools can help B2B marketers deliver personalised experiences at scale. AI can analyse customer data to identify patterns and preferences, allowing marketers to tailor their messaging and content to each individual customer. It can also power chatbots and virtual assistants, providing customers with personalised support and assistance. All of which help to improve customer engagement and loyalty.
Sales Forecasting
AI helps B2B marketers predict sales outcomes more accurately. AI-powered tools can analyse large volumes of customer data, sales data, and market trends to identify patterns and predict future sales outcomes. This enables marketers can make more informed decisions about resource allocation, sales strategies, and product development.
Technology has changed the very fabric of our society, and it is continuing to do so. From influencing our behaviours through data gathering and analysis to directing our knowledge and opinions through algorithms and beyond, technology has a profound impact on what we do, how we live and the decisions we make.
This influence gives holders of technology immense power and, as a consequence, immense responsibility. As marketers, it is incumbent on us to use the tools of AI with respect for the target market. We need to ensure transparency by being open about how AI is being used, and respecting privacy. We must work to avoid bias and discrimination by using representative data and continually evaluating the performance. As a marketing tool, AI must be used to enhance the customer experience, not just manipulate it. If we do that, we can build trust, insight and genuine connections with those we wish to reach.
While AI has been around for several decades, it is only in the past few years that it has started to transform our world. And it’s only just the beginning.
