What will the Impact of Artificial Intelligence be on B2B Marketing?
artificial intelligence b2b marketing

Artificial Intelligence (AI) is technology built to be able to mimic “cognitive” functions that are associated with human minds, such as learning and problem-solving. It is the biggest commercial opportunity for companies and industries in the next few decades and latecomers will find themselves with a serious competitive disadvantage. Over 80% of companies are currently interested in AI to obtain a competitive advantage, while 63% are keen on using it to reduce costs.

When combined with big data technologies, AI can help to better understand your audience by analysing data to predict customer behaviour. This creates the opportunity to improve the user experience and provide the audience with better, more tailored marketing material. It can also increase productivity through the automation of repetitive tasks, which will free up human resources to think, create and add value. 

While the technology is still in its infancy, research from Adobe found that AI is already being used by many large B2B companies for data analysis, on-site personalisation and automated campaigns; while video recognition, automated offers and creative work are all areas of rapid growth.

To truly test its ability to be creative, Lexus revealed an ad that was entirely scripted by AI. Data points were inputted; including 15 years of award-winning ads, 10 years of the best ads in the ‘luxury’ sector, as well as data which related to ‘intuition’ and how people make decisions. The script specified precise details, such as the main character is to cry when the car drives away and that trees should be on the left-hand side of the shot. The European General Manager at Lexus explained that while parts of the ad did not make much sense, it proved that AI should be treated as a teammate that complements and augments the creative process. This demonstrates the paradox of AI – the more robots tell us what to do, the more we need internal experts to create and share that content. 

While there are clearly gains to be made by implementing AI, there are some cultural and technological challenges that companies face. Michael Brenner (CEO of Marketing Insider Group lists the 6 biggest challenges to AI marketing success as:

  1. Insufficient IT infrastructure
  2. Lack of data / poor data quality
  3. Lack of trust in AI software
  4. Insufficient budget for implementation
  5. Lack of in-house talent
  6. Privacy and regulations

Despite these teething problems, AI will be at the forefront of solutions behind the hardest marketing problems.

12th September 2020

Email marketing continued...

From webinar invitations to sales promotions, use our email marketing services to convert prospects. 

We can help you develop an effective email marketing strategy using an automation software, getting the right content to the right person at the right time. 

By identifying the stage of the buying cycle that your customers are at, we will drip timely and relevant content to their inbox based on this. Whether you want to nurture leads until they are sales ready, or keep current customers engaged to retain them, our marketing specialists will take your email strategy to the next level.  

Email has started to get a bad reputation as a pushy sales tactic, but by using it as a tool to help your customers, they will be happier to receive content and will be tempted to find our more by visiting your website or contacting you directly.

Website Optimisation continued...

Turn your website into a customer generating machine with our website optimisation services. 

Whether you want to sell products on your website or use it to attract new clients into your business, we will develop bespoke website catered to your needs. 

Our expert web designers use website optimisation techniques to ensurthat your customers have an excellent experience, enticing more conversations with them.  

Google looks for valuable content that will benefit the user, and with our SEO techniques we will help you get to that notorious first page on google. 

Marketing Analytics continued...

Put data at the heart of your company with our marketing analytics services 

From campaign analytics to a market analysis, we will highlight interesting insights from data and make recommendations to improve your decision-making.  

Our marketing analytics services include: 

Campaign performance analysis – we will crunch the numbers and listen to your audience to understand the impact of campaigns 

Social media analysis – Learn the type of content that your audience finds interesting and engaging – keep testing content! 

Website analysis  Is your target market behaving how you would like on your website? We will use data to help improve performance 

Market analysis  We will help you to learn more about the competitors in your market and how they are behaving online.  

Data analysis – Do you have lots of data but not the time to make the most of it? Our analysts will find insights that will inform your decisions.  

Content Marketing continued...

Establish yourself as a leader in your industry with our content marketing services. 
We can help you create, publish, and distribute engaging content that will put you on the mapdifferentiate you from your competitors and generate leads.   

Our content marketing services include: 

Social media – we will develop a social media strategy based on your business’ goals and manage the platforms selected.  
Promoted posts – Be seen by more potential customers by promoting a post on your social media channels. 
Blog writing  we will work with you to develop relevant and interesting blog content that will cement your position as a thought leader in your industry. 
Marketing collateral  from one-pagers to PowerPoint decks, we can make sure you are always on brand.  
SEO  By keeping SEO in mind, we can make sure you have a high rank on Google, so your customers find you instantly. 
Pay per click  We will identify keywords and develop a PPC campaign to make sure you are at the top of Google’s rankings  
We can put this together in one streamlined content marketing strategy that will build a loyal audience, keeping your company at the front of mind as an authority in the industry.  

who we are continued...

We are B2B Optimise – an exciting B2B digital marketing agency, offering a fresh perspective and innovative solutions to a traditional marketplace. Gregory Hustler and Matthew Barker founded the agency having recently graduated with marketing and IT degrees from The University of Huddersfield. We felt our passion, experience and skills combined perfectly to help B2B companies improve their digital marketing performance to acquire and retain customers.
We offer a range of digital marketing services including:
– Marketing Analytics
– Social Media Coordination
– Email Marketing
– Lead Generation
– Content Marketing
– Website Design & Development
– Search Engine Optimisation (SEO)
We understand that for many B2B companies it can be difficult to know exactly what your customers want to hear from you online. By fusing data insights with a spark of creativity, we can develop a strategy to engage your audience and work towards achieving your business goals.
Showcase the genius of your business with B2B Optimise!

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