Artificial Intelligence in B2B Marketing

by David Jones Digital Marketor

It never ceases to amaze us when we think about the role of technology in marketing and how it has steered the ship to where we are today. And among the many writings is artificial intelligence, which is still in its infancy but still powerful.

If you lost it, artificial intelligence is going to be big things when marketers realize and understand its great potential to change the customer journey. Read on to know what the statistics have to say about the future of artificial intelligence.

Forrester predicts that by 2020, companies with data-insight-driven Teams will grab $ 1.2 trillion on their peers without this culture.

According to Gartner, 30% of companies worldwide will use artificial intelligence in at least one sales process by 2020.

In 2019, IDC shared that 40% of digital transformation projects and 100% of IoT initiatives support artificial intelligence.

Clearly, artificial intelligence and machine learning offer a huge opportunity for marketers and other organizations. In fact, companies have already adopted it, which will ultimately make their marketing efforts more effective. Netflix has said it has saved billions of dollars in annual revenue by avoiding canceled orders - thanks to personal AI content. Amazon was able to reduce “click to shop” time by 225% by leveraging automation.

Still, most marketers out there find themselves in the neck area with a huge amount of information that needs more clarity and re-architecture. And one of the main reasons for this is the separation of MarTech (marketing technology) and AdTech (advertising technology) along with other tool variations. All teams need to work in an integrated way, rather than following the usual tacit approach. To implement advanced marketing programs and sales games, organizations need to invest more time and effort in sales and marketing teams that include architects, data scientists, and data managers; not to mention the core group of marketing communications. In addition, the challenge faced by sales and marketing teams in the absence of resources to automate and identify the buyer’s journey successfully must be addressed.

Pascal Bensoussan, CEO of Repascation.com, believes that the holy grail of marketing experts has always been on the scale of personalization at affordable customer acquisition costs, and to achieve this goal, artificial intelligence and machine learning are becoming table inputs in all core marketing components / advertising technology stacks.

The fact is that artificial intelligence has been around us for some time, but it is only coming in the last couple of years. And with rapid development in an ever-changing marketing landscape, it’s safe to say that along with technology, it affects not only our insights but also our overall commitment to each other.