When it comes to Artificial Intelligence (AI) technologies, the applications go beyond voice-activated electronics and self-driven cars. AI can be widely used in the B2B market, and the technology has been improved greatly in recent years.
While it is important to have a brand persona and a plan to answer consumer searches accordingly, the most important and urgent concern in B2B marketing is how decision making and data analysis can be improved in quality and efficiency. This is described as “automation-plus”. B2B marketing will play a crucial role in machine learning and automation-plus. B2B marketers may use the same machine-learning technologies as B2C marketers, the priority would always be serving the existing customers more efficiently and effectively while converting strangers into new customers by serving them the content they need.
Account-based marketing (ABM): This is the marketing method that personalizes messages that specifically target individual accounts rather than casting a wide net. Software such as Nudge and Demandbase can help a company sort through publicly available data to identify potential clients. The software then generates personalized comms to pass down to the salesperson and even select the most-qualified candidate for the job.
Innovative customer relationship management (CRM) systems will try to understand which accounts are more valuable than the others so they salesperson can target them specifically. Such data can be predicted from web browsing behavior, opened emails, and content downloads. One software that's often used by B2B companies is Salesforce.
CRM and ABM software can help a company target lookalike audience and optimize for the best chance of success with customers. Not only the software can decrease the amount of time to locate the most valuable customers, but it can also increase the company's overall efficiency greatly and help the company maintain healthy and long-lasting relationships with its customers.