Every year, new advancements within the technology space have assisted businesses by creating new opportunities for customer outreach. One of greatest technologies of our time is Artificial Intelligence (AI) which has been creating quite the buzz in the B2B arena. Even though marketers have tested the waters when it comes to machine learning algorithms, there is still major ground to be covered when it comes to predictive analytics, personalization, statistical analysis as well as lead generation. Given its potential, Artificial Intelligence in B2B sales and marketing is here to transform the way people interact with brands, information and services.
A good handful of enterprise giants dread the idea of automating their marketing functions with the use of Artificial Intelligence, however, by measuring the effect of AI in the customer service industry, one can affirm that understanding customer nuance and deriving insights from relevant customer data will not be entirely manual or managed by humans alone.
This article takes a deeper look into how Artificial Intelligence in marketing is doing and how effectively AI scales up B2B sales and marketing in today’s scenario beginning with the digital marketing industry that is steadily incorporating Artificial Intelligence for marketing automation.
Digital marketing as we know it
Top marketing influencers find it unlikely to see advertising regress back to ancient days of marketing with print media, vivid billboards, and repeated ads on radio and TV channels or even physical appearances from door to door. Digital marketing is growing by leaps and bounds and online sales have more than doubled in last five years.
Research shows that, approximately 70% of US citizens prefer to shop online. Additionally, total revenue generation from online ads has exceeded that of TV, desktop and newspaper ads.
Such real-time statistics highlight how customers are open to making their online presence an indivisible part of their lives. This is also a vital indicator of how marketers urgently need to shift their focus on developing more powerful pre-sales strategies to leverage the potential opportunities offered by modern methods of B2B marketing.
However, all online marketing campaigns and efforts revolve around how much business value is drawn from the data related to their everyday customer interactions and engagements. Certain factors involved in the data management process make or break the final outcome. So how do you go about manipulating data that offers insights into your customer journey?