We live in interesting times. The 21st century has thrust upon us machine capabilities that were the stuff of fiction only yesterday. Now machines can analyze human behavior and accurately do so, thanks to artificial intelligence (AI).
With global business and most other human activities digitized, there is a need for artificial intelligence to help marketers reach people as a brand. We look at how AI and machine learning are changing B2B marketing, especially in eCommerce.
Content creation and delivery
Content marketing establishes the first point of contact with a prospect. Content introduces you and your products or services to the customer and to achieve this effectively, you need specific insights about the target audience.
Good content marketing is a reflection of user data, manipulated to touch on the core values and needs of target audiences. Without knowledge of customer preferences and insights into their behavioral traits, no marketer can create relevant content for effective marketing. The next important action after creation is a structured content delivery.
To create relevant content and deliver it promptly and consistently to the target audience, B2B companies can now deploy AI-powered tools for efficiency and accuracy. Marketers can incorporate AI in their marketing tools to help collect and analyze user data to gain valuable insights to use in personalized content creation.
Automated AI simplifies the data collection process, saving on time and resources for the marketing team. The high accuracy removes the element of assumption and estimation in content creation, making it more relevant and personalized.
Consistent content delivery is another area AI can help through automated dispatch of contextual messages round the clock, including B2B email marketing with minimum human effort.
SEO and email marketing
The success of B2B businesses on the digital platform depends on prominent brand visibility online. This wholly depends on content keyword optimization for search engines. So how do you design your content marketing strategy to address this aspect to gain an advantage online?
You need to incorporate smart technology that includes machine learning and AI to assist. Machine learning technology can use natural language processing to recognize your essential keywords and redirect users to where you want them. Along the same lines, AI technology is poised for image searches that will use your graphic content to enhance your brand visibility.
B2B companies are currently enjoying the convenience of an AI-powered emailing system. The automation of this crucial marketing tool has ensured efficiency and consistency while at the same time, saving on cost and human resources.
Emails are integral and key to marketing as they offer a medium by which you can communicate with customers directly at an individual level. This is where you can personalize your content for more effect.
Accurate data and automation through AI can give you an edge in understanding and manipulating past customer behavior to personalize email content. AI analytics provide automatic email schedules.
Lead generation and lead conversion
The old way of lead generation depended on past data and the CRM software to create customer profiles and then use this as a template for new leads. While this could give you a correct picture of your current customers and, to some extent, their category, it failed to address changing trends when applied to prospects.
AI-powered tools can produce real-time customer profiles while isolating those with a higher probability of purchasing so that your marketing efforts are precise. This helps the marketing team to group prospects in categories for better outreach efforts.
The science and technology research writers at academic paper writing services say that to further help in lead generation, AI can assess specific parts of an advert that carry greater effect and leverage this to attract leads. One way is to assess how your CTA is worded as a tool to entice contact with your prospect while a more interactive solution is using AI chatbots to field customer queries on the website.
When you operate globally, have a dynamic website, and your content marketing is spot on, leads that need qualification can easily overwhelm you.
AI provides the best automation yet that can qualify leads online in real-time to increase conversion rates. With AI incorporated in your systems, you get reliable and dedicated assistants to serve you 24/7 at minimum cost.
Predictive analytics
AI and machine learning are now central to predictive analytics for B2B businesses. With advancing technology and the creation of super-efficient AI software that is self-learning, marketers have a high percentage accuracy in marketing projections. To start, AI and machine learning tools mine data from multiple points of the business structure.
There is a trove of customer data on websites, point-of-sale, supply chain systems, mobile apps, in-store sensors, loyalty cards, and even CCTV cameras that machine learning tools can collect. The data is massive and its collection and analysis beyond available human resources at your disposal.
The challenge may appear insurmountable, but your business needs this to succeed. The best option is to spend a little on machine learning and AI tools to take over this process. These tools are fast and accurate, providing you with vital information like customer segmentation and churn prevention to help you improve your customer experience.
AI predictive analytics will also provide you with up-selling and cross-selling options, pricing decisions, in-store customer behavior, and much more to help you understand your customer better.
AI also assesses customer lifetime value and sentiment analysis of your brand and products. The predictive model of AI and machine learning is a must-have for B2B marketing teams.
