Marketers are using AI to improve their businesses. That’s because your target market is much more specific than that of most B2C companies. Even if you’ve identified the types of businesses you want to target, you may not always be able to find them. Plus, if you find a potential client, they may not be currently in the market for your products, services, or solutions. Artificial intelligence and machine learning can help your company enhance the customer experience during each stage of the customer lifecycle: As you can see from the graphic above, there are ways to implement this software throughout the entire buying process, including the post-conversion phase. Studies show 68% of B2B marketers are personalizing their content: Artificial intelligence will streamline this process and make it much easier for you to appeal to current and prospective customers. AI solutions can help you tell these customers apart so they can be targeted accordingly. Generate high profits from top accounts As I just finished explaining, you can use AI to help you identify the difference between customers based on how much they spend. By enhancing the buyer’s journey with AI, you will make it easier for yourself to get those customers to continue converting and spending more money. It will improve your lead generation strategy and increase the ROI of your marketing campaigns.
Artificial intelligence has created a lot of buzz lately, and for good reasons.
Whether your company has adapted or not, this technology has already penetrated our world. Marketers are using AI to improve their businesses.
I know what some of you are thinking. Sure, some companies use AI, but you don’t need to yet, right? Wrong.
I see this mentality far too often when I’m working with business owners.
The reality is machine learning is reshaping marketing. Think about the marketing strategies you were using ten or even five years ago. I’m willing to bet they have changed over the years.
Well, those strategies will continue to change and evolve based on new technology. AI is the next big wave.
If you do some research on AI in marketing, you’ll see lots of information geared toward companies targeting mass consumer audiences. But what about the B2B industries?
AI is penetrating the B2B world as well. In fact, 80% of B2B marketing executives believe artificial intelligence will revolutionize the industry by 2020.
Even though the majority of these marketing executives know how much of an impact AI will have on their industries, only 26% of respondents say they are confident in their abilities to use AI for marketing.
That was my inspiration for this guide.
Artificial intelligence is a broad term with many different aspects. I’ve already shown you the marketing skills you need to survive in the age of AI.
Now, I’ll explain what B2B marketers are expecting from AI as we close out 2018 and enter 2019. You can find ways to leverage AI by applying the same strategies in your own business.
Anticipate prospective customers
Artificial intelligence makes it much easier for businesses to collect data.
As we continue through this guide, you’ll see multiple examples of how this information can be put to use.
With B2B marketing, it’s not always easy to find new customers. That’s because your target market is much more specific than that of most B2C companies.
Even if you’ve identified the types of businesses you want to target, you may not always be able to find them.
Plus, if you find a potential client, they may not be currently in the market for your products, services, or solutions. Maybe they already have existing relationships with another vendor they’re unwilling to break, or their budget could be too tight to afford what you’re offering.
I’m sure every phone call you make and every door you knock on doesn’t land you a customer overnight.
I am sure you can relate to this struggle as a B2B marketer. That’s where AI comes into play.
By using data to find patterns, AI software can help you create a predictive analysis model.
As a result, your marketing efforts will be much more efficient. Using these prediction models will increase your chances of getting a potential customer to convert because you’ll be aiming at qualified leads.
These are B2B consumers who have a need for what you’re offering and have the ability to pay for it as well.
If you want to take advantage of it, you should check out Zilliant. What separates Zilliant from other AI solutions is this software is specifically designed for B2B marketers.
Distinguish visitors from buyers
I’m sure you’re closely monitoring your website traffic. But you can’t assume that everyone who lands on your website is a customer or prospective customer.
AI will help you tell the difference between actual customers and people who are just visiting your site. You can target those people accordingly.
By anticipating prospective customers, which I previously discussed, you can tell whether a site visitor has buying potential or if they are navigating to your site for another reason.
AI software can monitor browsing behavior to tell you which category each unique visitor falls into.
If someone, who is not a B2B buyer, visits your site after finding you from an organic search, you don’t want to waste your marketing efforts targeting that person.
If you’re running banner ads on third-party sites by using cookies to target anyone who ever visited your site, those impressions are a waste of money if they’re seen by an irrelevant audience.
On the other hand, you can’t assume that those who didn’t convert on your website are not qualified leads.
Other factors could have prevented a visitor from converting. Take a look at the top pain points in the B2B ecommerce shopping process:
With artificial intelligence software monitoring browsing behaviors and patterns, you’ll be able to tell whether consumers with buying power are converting.
If you discover that only a low percentage of actual buyers are spending money, you could conclude certain changes need to be made on your website.
Clearly, the right people are finding your business and navigating to your site. Those are the people you want to target moving forward.
Increase ROI
I’m sure you’re all familiar with this old business expression:
“You’ve got to spend money to make money.”
Artificial intelligence software isn’t free. So yes, you’ll need to…
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