As the abilities of artificial intelligence continue to evolve, more and more business owners are finding ways to use AI to help combat business challenges, improve efficiencies and decrease costs. If not already onboard this forward-thinking train, marketers may find themselves at a disadvantage as we predict three ways AI will change B2B marketing in the decade ahead.

1. Scale Operations

One of AI’s greatest benefits is its ability to scale operations by making use of high-volume and high-quality data. In fact, the more data AI processes, the better it can make predictions about that data. For example: most current marketing automation tools can only manage a certain number of logic workflows before they reach capacity or become ineffective (ie: too complicated and confusing!) to manage. However, this is where AI excels: by processing hundreds or thousands of data points to create a personalized, complex campaign strategy, increasing your reach and lead generation.

B2B marketing teams should look at what they are trying to do with their current marketing technology and see how AI can help scale operations and ease complexities either on its own or in tandem with the systems they’re already using.

2. Content Delivery

While we are skeptical that AI will ever be able to generate the type of unique and creative content that will stand out in customers’ email inboxes or within their social media feed, it doesn’t mean it’s not the perfect tool to help deliver it.

For example, AI can process historical email marketing campaign data to capture which content each of your customers prefers to receive in their inbox, and when, based on their email activity. In addition to content delivery recommendations, AI can also help tailor content to personal preferences for each customer, create efficiencies by writing email subject lines, inform keyword research and segment customers to help you find the most receptive audiences for each specific campaign you run.

B2B marketers can also use AI to scan their website and content library to categorize content and make sure the right content (offers, emails, social media posts, landing pages) are personalized and delivered to the right customers during the right interaction. This gives marketers the freedom to continue focusing on creating unique and relevant content, while leaving the targeted delivery work to AI.

3. Campaign Forecasting

As mentioned above, AI works best when processing large volumes of data. But while processing this data, it also analyzes it much more efficiently and thoroughly than any human data analyst could. Using AI, marketers can much more quickly understand which strategies and campaigns are working, and what adjustments might be made to improve results and further return on investment.

By analyzing historical campaign data and results, AI can make future predictions such as campaign outcomes, performance, conversions and revenue. All of this analysis is invaluable to help B2B marketers plan their annual marketing strategies and increase lead generation.

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In a recent report published by Demand Metric, 75% of B2B marketing and sales professionals reported that they found real value from the implementation of their AI solution in less than 6 months, and another two-thirds of the AI users in the study reported 20% or more expected revenue growth within the next two years.

The same respondents also detailed the top benefits that they expect from the implementation of AI in their sales and marketing departments:

• 67% Higher quality leads/opportunities
• 56% Better engagement with prospects and customers
• 52% Better understanding of buyer intent
• 50% Higher conversion rates
• 50% Higher quantity leads/opportunities
• 40% More efficient ad spend
• 38% Pipeline acceleration
• 27% Better omni-channel attribution

These results show that B2B marketers are starting to recognize that AI is a legitimate solution to the problems or challenges they are currently facing, and can prove to have impacting results on lead generation and revenues.

If you’re part of a B2B marketing team and have been wondering what to do with the masses of client and website data you have access to, consider an AI application and the opportunities it may enable.

Photo Source: Franck V. on Unsplash