Integrating AI in B2B Marketing Can Scale your Business

By CIOReview | Wednesday, May 2, 2018
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In recent times, technologies such as artificial intelligence (AI), machine learning and predictive analytics have become popular buzzwords in the B2B domain. After observing the impact these tech innovations made in IT, healthcare, fintech and many other sectors, enterprises have started implementing them in marketing. Influenced by digitalization, marketers are moving away from traditional means of marketing such as billboards, television and radio advertising, and are adopting digital means to publicize their brands.

Digital marketing has successfully doubled online sales and generated more revenue in the last five years when compared with the conventional tools of marketing. As such, global enterprises have started investing an influx of money into developing powerful strategies to leverage new opportunities offered by modern day technologies. Many brands already use AI and machine learning to derive vital data from online campaigns, consumer engagement, and customer service. However, businesses are facing issues interpreting consumer data due to lack of intelligent machine learning systems and high costs involved in analytics.   

Although the new arsenals of marketing would require a lot of investment in the beginning, they are known to cut costs and bring in high ROI after they are implemented. These systems not only enhance human powers but also surpass them in many cases. With the right algorithms and strategies, enterprises can use AI in products such as digital assistants, predicting potential customers, differentiating between buyers and visitors, and most importantly smart decision making.  Apart from the primary uses, companies also plan on using this smart technology to identify trends, generating leads and personalizing online campaigns.

Looking ahead, the B2B arena is expected to use these tech innovations to increase their efficiency and drive more sales and revenue. According to recent studies, over 80 percent of B2B marketing executives predict that AI will completely revolutionize the field within the next five years.