There are various AI applications marketing departments can use, including AI chatbots. Here are five ways marketing teams can start using AI to transform B2B marketing.
1. Lead-scoring and predictive analytics
AI tools can help spot good leads and predict imminent sales. This involves looking for signals to find out where customers are in the buying process and determine their intent. Are they ready to make a purchase or are they still in the consideration phase?
Marketing can then be targeted based on where customers are in the buying journey. OpGen Media, a B2B demand generation agency, helps B2B SaaS and Tech companies to scale revenue through targeted marketing campaigns.
AI enables companies to follow the behavior of prospects and monitor it across various devices, including mobile phones or tablets. Prospects may visit the company website, read a marketing email or watch a webinar.
AI lead-scoring services can track employee behavior and give marketing teams an idea of the place of the organization in a buyer’s journey.
2. Automated email solutions
Automated email solutions are available that allow companies to reach out to inbound leads via email and engage them in two-way conversations. The emails sent by the software read as though they are written by a real person.
Leads reply to a humanlike automated sales assistant who will keep the conversation going and follow up. Once the lead signals intent to buy, the marketing team passes the lead along to the sales team.
3. Customer insights
AI is increasingly able to analyze unstructured data such as video, audio and images. For example, AI software is being used to transcribe and analyze audio of sales calls content and provide insights on how to serve customers better. Marketing teams using tools like this are able to design messages based on insights from conversations with real customers.
Some AI companies are working on solutions that are able to measure the tone of a person’s voice. This kind of solution would help marketers to know when prospects were interested or disinterested when making calls.
4. More personalization
Using AI products means being able to gather and analyze a large amount of data. This means that marketing teams are able to deliver messages that address specific customer needs instead of only being able to segment them into broad categories.
For example, when prospects click on links in marketing emails, they are directed to landing pages specifically designed to appeal to them. AI can evaluate all the content created by the marketing team, from blog posts to landing pages, and indicate what material to display to each prospect at every point of the journey.
5. Enhance SEO
As AI is able to extract insights from large amounts of data, it is perfect for SEO, which generates plenty of data and is driven by insights from it. SEO practices can be very time-consuming and it helps to integrate AI into the SEO process.
There are a number of manual tasks that marketers do every day, such as coming up with topics and keywords and machines are able to do this better and at scale.
When it comes to keyword research, AI tools are able to help figure out what phrases to optimize for and help to optimize existing content to better rank for queries. Using AI with marketing project management software can help companies to maximize the returns on their content strategies.
