A decade ago, AI was more of a buzz word and many couldn’t contemplate its potential across industries, in particular, B2B marketing. It’s altogether a different scene today. There are enterprise-grade marketing automation tools which are completely based on AI.
This blog explains various scenarios where AI in marketing especially for B2B brands can be implemented and how it greatly benefits both businesses and their target consumers.
Predicting website visitors’ intentions
A global B2B eCommerce store attracts different potential customers from various sectors seeking specific information. It is a tough challenge to design a single website that can cater to the information sought by diverse visitors. This is where AI in marketing and machine learning can help. Known as ‘reinforcement learning’, machine learning algorithm uses the visitors intent signals, their business role and manages to predict or understand the visitor’s intention and try to provide the best site search experience. It can reduce bounce rates while increasing page visits and product demo requests.
Making informed recommendations
Customers including prospects and partners, chat with the site’s AI chatbots to get relevant answers to their sales queries. Instead of auto-replies, the latest AI chatbots are capable of providing genuine replies recommending the right products and solutions to boost sales. In the background, AI learns the opportunities and risks and recommends the most-relevant products and solutions to their queries. With a combination of AI in marketing and machine learning in customer data (conversations) analysis, AI can derive sales insights and recommend products to increase lead generation, site traffic and ultimately ROI, multifold.
Automated content editing
AI for content strategy can ensure quality and accuracy. Businesses announcing frequent product releases, support solutions, instruction kits, and updates have to edit a large volume of content frequently. Despite having editors, during the busiest times, it is difficult to edit all of them effectively. With AI assisting in grammar and correcting repetitive errors, editors can focus on complex editing tasks and ensure quality without any compromise even while editing large volumes. Automated editing solutions can help writers to improve content quality and increase their efficiency while reducing the burden of editors.
AI-powered responsive marketing campaigns
Responsive marketing campaigns are the need of the hour. Creative content is crucial for making a mark in a highly competitive market and this is where predictive capabilities of AI comes handy. AI-powered marketing can reduce the time consumed for market analysis, customer segmentation and creating hyper-customized content for specific audiences. Through real-time data analysis and by deriving deep insights from historical data, AI in marketing tools can deliver responsive and personalized marketing campaigns.
AI for increasing lead quantity & quality
With analytics and data science, AI marketing tools can recognize and categorize leads for both inbound and outbound marketing efforts. It can source, qualify and execute many sales opportunities. Rather than relying on intuition, sales professionals can now bank on AI-driven data to make informed decisions like whether the prospect may be interested or not. AI marketing and ML tools can automate tasks like responding to emails, gathering customer data, accepting product orders which helps sales professionals to focus more on strategic decision making, managing exceptions and maintaining relationships with customers.
Conclusion
Artificial Intelligence and Machine Learning have to be adopted by marketers if they want to get the most out of their marketing campaigns. AI marketing tools can create unique experiences to customers while helping marketers to evolve in their mission of getting close to their customer preferences. The earlier businesses apply AI in various stages of their marketing, the sooner they’ll see the results.
