A practical guide for senior marketing specialists, CMOs, and the C-suite, on the benefits of using AI for B2B organizations.
What are the big challenges of Ai for organizations
The rise of artificial intelligence is transforming business. For B2B chief marketing officers and senior marketing specialists, AI presents game-changing opportunities to increase efficiency, insights, and results. However, and here is the big point, effectively implementing AI requires strategic thinking and expertise. This practical guide will look to highlight the key benefits of AI for B2B marketing and provide actionable recommendations for leaders ready to embrace this emerging technology.
What are the big challenges facing B2B CMOs?
B2B CMOs face immense pressure to deliver results with limited resources. According to Harvard Business Review, 27% of CMOs believe they are unprepared to leverage data and new technologies.**
Additionally, B2B organizations often have complex sale cycles, niche target audiences, and customers focused on value over brand. In the face of these challenges, here are three solutions AI offers –
Firstly, a more personalized marketing at scale. For example, AI tools can analyze customer data to segment audiences and tailor messaging. A Salesforce study found that 67% of marketing leaders believe AI enables them to deliver more personalized experiences.*
Secondly, an improved campaign optimization. So AI can continually test campaign variations and allocate budget to the highest performing content and channels. In some personal experiences, CMOs report seeing 10% or greater performance improvements from optimizing with AI.
Thirdly is the enhanced ability to demonstrate a return on investment (ROI). AI tools can track detailed attribution to report exactly how marketing activities impact pipeline and revenue. Documenting marketing’s impact has become a top priority for the vast majority of CMOs.
We all know about ChatGPT and Google’s AI but can you share some top AI Tools to help CMOs achieve better B2B Marketing Results
As a snapshot, here are a few related to each marketing challenge. Most are established and have built in generative AI into their platforms. To make it easier, I have also provided links to their websites.
- Marketing Strategy
Tools like 6sense and Drift analyze buyer signals across the web to identify high-intent prospects and model customer lifecycles. These insights allow CMOs to target ideal customers and tailor messaging for each stage of the buying journey.
6sense
6sense Revenue AI™ eliminates the costs of missed opportunities and mistimed deals by pinpointing the accounts that matter most.
Drift
Drift makes it easier for site visitors to start a conversation with your sales team.
- Video Content
With generative AI like Vidnami or Descript, marketers can automate video creation such as social media ads, testimonial videos, and more. This improves video output while freeing up human resources.
Vidnami
Vidnami is an awesome online creation platform that helps to grow your business by using the power of video marketing. https://vidnamipro.com/
Descript
Descript is an all-in-one editor that makes editing as easy as a word doc.
- Blog Content
Writing assistance tools like Jasper and Grammarly allow humans to collaborate with AI to produce high-quality blog content faster.
This helps solve the problem of producing consistent thought leadership content.
Jasper
Jasper AI offers the ability to scale for enterprises as well with unlimited project folders.
Grammarly
Grammarly helps you write mistake-free in Gmail, Facebook, Twitter, LinkedIn, and any other app you use. Even in text messages!
- SEO
AI-powered SEO tools like Surfer SEO and Frase analyze keywords and model topics to optimize content. As a result, B2B brands can improve website visibility in organic search.
Surfer SEO
Surfer will give you an SEO workflow to boost your organic traffic, increase your visibility, and improve your rank.
Frase
Frase is the fastest and easiest way to create content that ranks on Google.
- Social Media Content
Tools like Publer and Hootsuite use AI to recommend optimal posting times and relevant content. This allows brands to improve social media reach and engagement with minimized manual effort.
Publer
Publer is a social media management platform that allows you to collaborate, schedule, and analyze your posts on Facebook, Instagram, TikTok, Twitter, LinkedIn Etc.
Buffer
Buffer helps you build an audience organically.
- Social Media Management
Similar to content curation, AI social media management tools like Sprout Social can save time scheduling posts across platforms and responding to common customer inquiries.
Hootsuite
Schedule and publish content to all of your social profiles, track effectiveness in real time, and crank the volume on your top-performing content.
https://www.hootsuite.com/en-gb
Sprout Social
Our all-in-one social media management platform unlocks the full potential of social to transform not just your marketing strategy—but every area of your organization.
- Marketing Attribution
Machine learning platforms like NeuraLegion and LiveRamp use statistical modeling to uncover marketing’s influence throughout the sales funnel. This provides critical visibility into marketing ROI.
NeuraLegion is now Bright Security
Bright Security is an AI -powered application security platform that integrates application security into SDLC.
https://app.neuralegion.com/login
LiveRamp
LiveRamp provides a full suite of collaboration tools to improve customer intelligence. Remove boundaries with appropriate access and control.
- Predictive Lead Scoring
Tools like Hubspot and act-on help score inbound leads based on AI-driven analysis of past customer behavior. Higher quality leads can be prioritized for sales teams.
Act-on
Act-On Software provides solutions that empower marketers to engage marketing targets at every step of the customer lifecycle.
HubSpot
Predictive lead scoring software is a machine-learning-assisted system designed to help replace or supplement manual lead prioritization.
https://www.hubspot.com/products/lead-scoring
When should companies adopt these great AI tools?
Quite simply, the time to adopt AI is now. As AI tools gain predictive capabilities that were once only available to data scientists, marketing teams stand to benefit immensely from faster analysis and insights without needing deep technical expertise. According to Tomer Simon, General Manager for Marketing at LinkedIn:
“AI removes the need for marketers to be statisticians or programmers to leverage data. Democratizing these capabilities enables every marketer to make smarter decisions and create more effective campaigns.”
For CMOs who integrate AI thoughtfully, the competitive advantage and performance lift can be substantial. Now is the time to start testing AI capabilities and building the skills to utilize AI as a core element of B2B marketing strategies.
How can you help and advise companies to make the most of AI now?
As the old saying goes, there is no point owning a Ferrari in you don’t know how to drive. It’s the same in business, it is vitally important that you choose a strategic partner to help you achieve AI success
To successfully adopt AI, partnering with experts in AI consulting and implementation is highly recommended. As Bill Schley, author of The Micro-Script Rules, advises:
“The future belongs to those who see the possibilities before they become obvious.”
I advise and consult CEOs, CMOs as well as curious board members and investors through my company Digital Clarity which you can read more about here – interview with Regie James, B2B Marketing Specialist.
With the rapid pace of change in AI, working with an experienced partner maximizes results and learnings from initial AI projects to create a foundation for long-term success.
The future of marketing is undeniably AI-driven – forward-thinking leaders who embrace AI today will be best positioned to leverage its full potential and transform their organization.
Sources:
* https://www.salesforce.com/uk/news/stories/generative-ai-for-marketing-research/
**https://hbr.org/sponsored/2023/08/how-ai-can-scale-personalization-and-creativity-in-marketing
