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3 Ways AI Can Help Scale B2B Marketing
In the world of B2B marketing, AI is revolutionizing how companies engage with potential clients, streamline operations and enhance decision-making. As we delve deeper into AI and marketing, AI's role in B2B marketing continues to expand, underpinned by its ability to help marketers be more efficient, automate workflows and transform customer interactions through predictive analytics and personalized content.
The truth is that AI can do many things for marketers: content creation, image generation and even help with presentation outlines, just to name a few. Basically, early AI adopters are already harnessing the full potential of AI with regard to writing and image generation.
So what else can you explore with AI to augment your marketing strategies?
Pam Didner #5_Long Form from Sprinklr on Vimeo.
Marketing plans and campaigns
Brainstorming and ideation can be greatly enhanced with AI on your side; you can consult AI about your marketing plans and campaigns, and you’ll almost always get some valuable information. In the past, marketers would brief agencies or work with dedicated internal teams to come up with creative campaign ideas. Now, you can also do that with AI tools.
Write a prompt describing your campaign objectives, as well as your target audience, success metrics, messaging, product offerings, calls-to-action and other relevant parameters to see what ideas AI can forge. Better yet, brainstorm with your team first and then compare your ideas with AI's.
Often, I’ve found that there are overlapping ideas, but there are also some completely new (AI-generated) ideas that my team and I would never have thought about on our own. Ultimately, it’s a great way to generate more ideas and further drive discussion within your team. That way, you can also check if you're on the right track in terms of your strategy.
But be sure to review AI’s responses and refine them several times by iterating on your prompts. Hopefully, you’ll end up with a solid marketing plan (that requires minimal fine-tuning) and get to the finish line.
Remember you can brainstorm any topic with AI, so don’t limit yourself to only marketing plans and campaign ideas.
Here's a great example of brainstorming with ChatGPT to develop a marketing plan for a commercial bank:
Screenshot I: Prompt, executive summary and marketing objectives
Screenshot II: Target audience, USP and marketing plan #1
Screenshot III: Marketing plans #2 and #3
Screenshot IV: Budget, KPIs and timelines
Repurposing content for different purposes
Although many of us use AI bots to help us create first drafts of content, you can also use AI to write about similar topics but for different channels. If you create a blog post on how to leverage CX as a competitive advantage, you can input the blog post as a prompt and ask AI to create a video script. Or even come up with a list of questions to ask guests on your podcast along with the intro and outro. By doing so, you can easily expand one topical text-centric piece of content into video and audio formats.
Blog or e-book content writing are completely different from script writing for videos and audio. For blog posts, you can go on and explain your topic at length. For video and audio, you need to have a stronger hook in the opening, and then get to the points quickly. If you have a longer video, you can also prompt AI to condense the existing script into a shorter one to create a YouTube Short for instance.
While AI-generated content often serves as a starting point, it requires human insight to edit, refine and align that piece of content with your brand voice, ensuring authenticity and relevance. Writers can also expand their AI use for screenplay writing, plot development and dialogue enhancement.
Virtual events and AI-enhanced webinars
Events and webinars are another area to gain an AI boost. For instance, you can use AI before, during and after virtual events and webinars. When attendees download and log into your event app, AI can help push out tailored welcome emails based on their title, attendance record and the type of passes bought by them.
Before and during an event, many event platforms can dynamically tailor native or sponsored content to match participants’ interests and behaviors, suggesting sessions and networking opportunities that resonate most with each attendee. The personalization features ensure that participants are served with relevant content, session recommendations or even interesting people to meet and network with. AI, if leveraged well, fosters a richer online event experience.
AI also streamlines the operational aspects of these events. From scheduling sessions to collecting real-time survey feedback, AI tools enhance audience segmentation and management, making it easier for organizers to deliver targeted and effective communications.
Interactive features as part of event apps such as AI-enhanced Q&A sessions, live polls and personalized content recommendations keep the audience engaged, transforming passive viewers into active participants.
You can also use AI for post-event engagements. Using APIs, you can connect attendees’ information on the event app to your CRM. By analyzing engagement levels throughout the event, AI can score leads and provide actionable insights, allowing marketers to prioritize and tailor their follow-up strategies effectively.
Thus, incorporating AI into virtual events and webinars not only optimizes logistical execution but also significantly enriches the participant experience. This way, B2B marketers can achieve higher engagement rates, improved lead quality and greater overall event success.
In summary…
The transformative power of AI is unmistakable. The strategies discussed here represent just a glimpse into AI's vast potential in refining marketing efforts. AI's ability to analyze data and predict trends offers unprecedented precision in targeting and engaging potential clients, while its role in content creation and event management opens new avenues for scalable, personalized marketing. As these technologies continue to evolve, they will undoubtedly unlock even more innovative ways to meet the growing demands of the digital-first business environment.
The journey towards AI-driven marketing excellence is both an exciting and essential path for any business looking to thrive in a modern competitive market landscape. So start dipping your toes in now if you haven’t already.
