AI for B2B Marketing: Roadmap for 2020

AI for B2B Marketing: Roadmap for 2020

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The scope of artificial intelligence & machine learning (ML) is vast & when it comes to the implementation of AI for B2B marketing, there is so much of it being discovered & tested every day. Technological advancements have always helped the B2B industry. Artificial Intelligence (AI) ever since its inception, has taken the industry by storm by infusing the data-driven insights with marketing.

The data-driven insights have
always been a mark of authenticity for the marketers & the prospects alike
& they crave for it.

Data-driven storytelling infuses
an element of trust in the minds of the marketers & positively drives the
singularity of customer experience management (CXM), which will be more vital
than ever before in the coming year 2020.

Authenticity & building trust
amongst the prospective & existing customers are essential elements of B2B
marketing & help in building brand equity & omnichannel reputation.
They also inspire positive Word
of Mouth Marketing (WOMM)
by reflecting on the customer-centric approach of
the marketers rather than a sales-driven perspective.

Read more: How
Omnichannel Reputation Management Assists in B2B Branding

In the words of the ingenious marketing leader Philip Kotler:
“Authentic marketing is not the art of selling what you make but knowing what
to make.”

Decidedly, employing AI for B2B
Marketing assures that clear brand value is projected so that every interaction
via emails, conversations, websites, social media & events is optimized
& businesses operate from an inherently cohesive & consistent digital
space to provide the customers with tailored & relevant solutions to their

Here’s a list of the several
facets of the overarching umbrella aimed at implementing AI for B2B marketing
wherein AI can be put use to for enhancing the agile business core after
researching, piloting & adopting the technology:

Read more: 13
Ways Agile Content Marketing Benefits B2B Enterprises

1. Artificial Intelligence Assists in Improving Personalization:

Personalization has been an integral part of B2B marketing.
Think of this, customers want to be spoken of within a conversational tone.
Keeping the basic Ps & Qs of personal conversation intact assures that the
craving of the customers to be spoken of within a personalized tone gets

Implementing AI for B2B marketing assures that the
marketers are able to create personalized offers for them with the help of AI.

According to a study by Accenture, 73% of the customers prefer doing business with brands that take their personal preferences into consideration.

Furthermore, research from McKinsey surfaces that brands
that excel at personalization deliver 5 to 10 times the marketing ROI &
boost their sales by as much as 10% as compared to companies that don’t

The business can use AI for B2B marketing in the following
ways to scale-up their business revenues by hyper-personalizing the
user-experiences (UX):

  • Using AI for B2B marketing assures that data can
    be used to find patterns in what
    customers prefer
    & accordingly precise clusters can be established for
    targeting. The more data the company receives, the better recommendation is
    framed leveraging targeting based on demographics, technographic, firmographic,
    'fit-data' as well as the data fetched from the first & third-party intent
    of the prospects across omnichannel

  • Using AI for B2B marketing assures that many personalized learning videos can be
    produced to improve customer experiences by inviting customers to learn more
    about the value proposition of the products or services through video
    marketing. This technic also works in bridging the gap between sales &
    marketing departments as several personalized as well as cross-functional video
    pieces of training can be articulated for employees based on their
    subject-matter knowledge

  • Using AI for B2B marketing, brands can be
    providing personalized experiences to the customers. With the Natural Language Processing algorithms,
    hyper-personalized emails
    can be delivered to the customers

  • Personalized recommendations can be framed for
    the customers in accordance with their past
    buying behavior
    & according to their browsing histories & emotions
    displayed across omnichannel

  • AI algorithms can be used to display similar products & pricing patterns

  • Another effective way of using AI for B2B
    marketing is the implementation of dynamic content to enhance users’
    experiences (UX)

2. AI boosts the Email Marketing Strategy:

Businesses can use AI for B2B marketing can help brands
learn about the elements of their email strategy that work & the ones which
need to tweak. AI can also assist in blocking unwanted emails & in
cleansing the email lists to improve the lead generation efficiency &

According to research from HubSpot, email marketing is a
preferred way of business communication & the year 2020 holds immense
possibilities for growth.

Employing AI for B2B marketing & the B2B machine
learning algorithms positively impact email marketing in the following ways:

  • Optimizing Email Subject Lines with Artificial Intelligence:

According to research
from Chadwick Martin Bailey, almost 40% of the users choose whether or not
they’ll open an email solely based on the subject line.

Employing AI for B2B businesses can help establish what
type of content & copy are most effective.

  • AI establishes the best Email Send Times:

AI can be used to test-run & optimize the best times of
the day when marketing emails will generate maximum open rates &

A study conducted by
MailChimp from 50 different industries established that average open rates are
only 21.33%.

The problem can be resolved by using
dynamic content & AI, making email marketing more useful than ever before.

  • Framing personalized emails using  AI for B2B marketing:

Personalizing several elements of your email can
significantly boost the click-through rates (CTRs). One can segment their email
lists in several groups so that customers can receive relevant messages
leveraging the principles of artificial intelligence.

3. For Optimizing the Content marketing Endeavors:

Employing AI in B2B marketing can help the brands optimize
their blogs, articles & video-content by assimilating predictive insights
& virtual reality.

According to a report by Search Engine Watch, Google
prefers ranking video content higher than text-based content.

Furthermore, according to different pieces of research by
HubSpot, 70% of the B2B buyers research their potential purchases by watching
videos & 45% of them plan to add YouTube to their marketing stock by next

The trends clearly implicit that investing in videos,
virtual reality, augmented reality & interactive content will pick up from
the year 2020 onwards.

According to a report by Statista, many businesses are expected to start using video through virtual reality (VR), augmented reality (AR) and film to convey their brands’ story, causing the industry to grow to a $160 billion industry by the year 2023.

Furthermore, a report by Vrfocus substantiates that 93% of
the surveyed enterprises that adopted virtual reality (VR) had a positive
impact on their business, while 82% of the companies using AI for B2B marketing
are satisfied with the use of AR & mixed reality.

4. Refining Your Social Media Strategy:

Using AI for B2B Marketing ensures that all the social
media channels are designed to help the cause of brand recognition &
solidified authority across omnichannel.

According to a report
by LinkedIn, 94% of all marketers publish content & as a result, 80% of all
the business leads are generated.

Therefore, finding proper social media channels for
promoting the content is a must.

At times, the marketers need to learn how to make the most
of the untapped
social media channels
to promote brand resonance.

5. Employing Chatbots for B2B Lead Generation:

Leveraging AI for B2B marketing has yet another advantage.
It can transform the catboats into effective tools for resolving generic
customer queries & raising the index of customer experience (CX).

Business Insider ascertains that 80% of the enterprises will want personalized chatbots by 2020 which will help them save a cost of $38 billion in the process.

According to research by Opus Global businesses will invest
$400 million in chatbots by the year 2021.

Wrap Up

B2B marketing is about authentic, tailored &
personalized communication. Content created has to abide by the principles of
E.A.T (expertise, authoritativeness & Trustworthiness) & hence,
investing in & implementing AI for B2B marketing research & audience
targeting becomes an absolute imperative.

With 2020 round the corner & authenticity being the key
differentiator for B2B businesses competing for audience attention &
customer experience management (CXM), employing AI for business marketing will
drive real business results.

Valasys Media qualifies as a well-known company for
leveraging a holistic & full-fledged spectrum of B2B services including lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.

The scope of artificial intelligence & machine learning (ML) is vast & when it comes to the implementation of AI for B2B marketing, there is so much of it being discovered & tested every day. Technological advancements have always helped the B2B industry.

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