6 Ways to Use AI for B2B Marketing


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Artificial intelligence, or AI, is the ability of computers or computer-based robots to perform tasks usually done by humans. It is one of the greatest technological innovations to date, and it has helped companies open channels to communicate and connect with their potential customers.

The global AI market is expected to grow from $58.3 billion in 2021 to $309.6 billion in 2026 for a compound annual growth rate of 39.7%, according to MarketsandMarkets.

Here are six ways AI can be used by B2B marketers to provide excellent service and grow their business.

1. Combining online and offline customer data

Customers can buy products and services both offline and online, and whatever their preferences are… each customer’s buying behavior is valuable to a business.

AI helps combine all customer data – online or offline – creating a 360-degree view of each customer. It helps you understand customers better and communicate with them more effectively.

Examples of AI-based customer data platforms (CDPs) that can be used by B2B companies include: Flowering rangetealiumand Segment

For example, Bloomreach helps you improve the customer experience by enabling you to capture, store and manage your customer data and provide the insights needed to better understand customer behavior and improve your marketing strategy accordingly.

2. Customer Segmentation

Customer segmentation refers to dividing your customers into different groups based on their needs or other characteristics. However, manual segmentation can be a daunting task.

AI can help you with accurate and more targeted segmentation of customers and channels by demographics, location, previous buying behavior and buying persona, allowing you to deliver tailored marketing content to a specific group of customers.

AI-based customer segmentation tools such as: Baremetry and Optimove have built-in customer segmentation dashboards that allow you to personalize and study every aspect of your customer segment and easily track your customers’ activities.

Baremetrics dashboard comparing customer segments

Source: Baremetry

3. Identify convertible and non-convertible leads

In B2B sales, it is often difficult to distinguish between new and repeat customers, and between convertible and non-convertible leads.

AI-based lead management tools such as: monday.com can help you with lead capture, lead management, lead database integration, lead nurturingetc. With such tools, you can identify a lead’s purpose and learn which ones are easy to convert and which aren’t by analyzing those leads’ past buying patterns, social media activity, trends followed, online searches, and more.

monday.com dashboard with lead management

Source: monday.com

4. Social Media Insights

There will be almost 4 billion social media users worldwide in 2022. With social media reaching such a large audience, it can contribute enormously to business growth

However, because social media is so popular as a marketing platform, the competition is fierce. It’s important to analyze the market, track trends, schedule your posts, compose content according to your audience’s preferences, follow your competitors’ strategies, and manage social media advertising.

But what if all this could be done with software?

Many AI-based technologies can be used to collect and analyze data and use it to: improve your social media marketing strategyShoot Socialsmartly.ioand SocialBakery are just some of the AI-based social media management platforms that you can use to optimize your social media marketing.

SproutSocial dashboard with insights and analytics

Source: SproutSocial

5. Customize content

Businesses everywhere are using many forms of written content such as blogs, case studies, testimonials, web pages and social posts to reach their audiences.

However, it is difficult to customize content for customers without investing a huge sum of money in research, surveys, campaigns, etc. And for B2B companies, the problem is more common.

Many AI-based tools can help you plan and generate custom content for your customers based on their needs, preferences, behavior, demographics, etc., so you can save time and focus on building relationships and converting leads. wordsmithArtioloand Quillbot are AI-based content generation tools. Such tools can be used to write texts and slogans for email or PPC campaigns, headlines and titles for your blogs or articles, product descriptions and calls to action. They can also check your content structure, grammar, etc.

Example of an Articolo topic

Source: TNW

6. Efficient Email Marketing

AI-based tools can help B2B companies improve their email marketing† They can help you optimize subject lines, write automated and custom content that uses keywords necessary to get noticed by the target audience, segment your customers based on their requirements, determine what time an email should be sent, retarget customers and more. They can also help you determine which email strategy worked for you and which was just a waste of time.

sentenceZetaglobaland Seventh Sense are examples of AI-based email marketing tools that optimize content for subject lines, email text, calls to action, etc. so you can get more click-throughs and ultimately more leads and conversions.

The advancement of AI technology has given B2B companies the opportunity to provide their customers with tailored services across multiple communication channels.

AI-powered tools can help companies collect customer data, track customer activity, provide insights and analytics, upgrade their services, increase customer satisfaction, and improve ROI.

More resources on AI in B2B marketing

Three reasons why marketing leaders are turning to AI [Infographic]

Reduce churn and maximize revenue: it’s time to let AI do the work

How To Implement Artificial Intelligence In Marketing: Rajkumar Venkatesan On Marketing Smarts [Podcast]

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