AI in B2B marketing: from tool to transformation

Despite the fact that we continue to be amazed by the possibilities of AI on a daily basis, the novelty has worn off a bit. AI (yes, Artificial Intelligence) is here to stay and is well on its way to fundamentally changing the marketing discipline as well.

What started with handy tools for content creation and automation is now developing into a gamechanger at a strategic level. However, many organisations still linger in the first phase. They ‘do something with AI’ and are already working somewhat more efficiently here and there, but they hardly utilise its strategic value. And that is where the key to success lies.

It’s high time to look beyond all the wonder and examine the adoption of AI in B2B marketing; the development from tool to transformation. How do you grow from ‘doing something with AI’ to ‘AI as a partner in the organisation’?

The first steps: practical, accessible, impactful

For many, ChatGPT was the first real introduction to AI. You began to find out what the answer was to your first question and marveled at the speed and accuracy of the result. Slowly but surely, you refine the prompts and become more creative and efficient with all the ‘cheat sheets.’ You quickly create content, analyse your environment, and write your plan. You now use AI as a creative sparring partner or to generate a first draft.

Lead scoring

Broadly in the organisation, the already older marketing automation is now assisted by AI. Where previously only automated emails were sent as a follow-up, leads are now tracked based on behavior and interest, and then linked to sales for personal interaction. Campaigns thus become not only more efficient but also more effective.

Chatbots as lead generators

In the past, the ‘customer service’ department was sometimes allowed to provide input when customer satisfaction was discussed. Nowadays, chatbots take over this role. Chatbots record questions, complaints, and provide answers. They meet the growing need of customers to find answers themselves. But it goes further with AI. AI-driven chatbots also identify and qualify leads through the conversations they have. Thus, they are increasingly playing a prominent role in enhancing customer engagement and in the sales process.

From efficiency to strategy

AI systems learn independently from data and base their decisions or suggestions on it. In marketing, this mainly means: working smarter and more efficiently using technology that supports you in the analysis, creation, automation, and optimisation. Our creativity increases as we better understand the role AI can play in existing often operational and tactical aspects but also in new more strategic applications.

The next step: AI as a partner at a strategic level

The power of AI at the strategic marketing level lies primarily in its predictive value. Deeper insights based on data allow the marketing focus to shift from reacting to proactively taking the important first step. This proactivity can soon provide a significant competitive advantage in the market.

Predictive analytics

Predicting customer behavior gives organisations the ability to optimise their strategy. Deeper insights into trends, purchase moments, triggers, counter arguments, and attitudes toward competitors provide valuable input for the company’s focus. It answers questions such as: where do we find new opportunities, what product adjustments are necessary, and how do we optimise our target communications.

Hyperpersonalisation

Personalisation has been a trend in B2C marketing for years, but in B2B it is becoming increasingly crucial. It is becoming the new norm. AI makes it possible to create hyper personalised experiences that align with the specific needs of each customer. For example, website content can be dynamically adjusted based on the behavior and preferences of individual customers. This significantly increases the relevance and effectiveness of marketing efforts.

Account Based Marketing

Account Based Marketing can be elevated by AI through providing in-depth insights into the needs and behavior of specific accounts or small segments. AI can help identify the most promising accounts by analysing data such as company size, industry, previous interactions, and buying behavior. This allows marketers to focus their efforts on specific accounts with the highest likelihood of conversion.

Transforming: adapting to the new reality

To make optimal use of all possibilities at a strategic level, structural changes will need to take place. AI will become an integral part of business operations in these cases. This not only requires attention to the technical integration between the various IT systems, but often also necessitates a new way of working and good, sometimes new, collaboration between different departments. This new way of working often relates to the shift from gut feeling to the use of data, and from reacting to what you see happening to acting based on predictions. Insights become broader and actions become more specific.

The result is a different discussion within the marketing ranks, with sales and with the board members: are the observations and predictions recognised, how do we deal with this, and what is the impact in the short and long term?

But even before implementation, cross-functional collaboration is necessary. AI will become a partner for everyone within the organisation, so think together about, among other things, the goal, the conditions, usage, implementation, impact, reporting, evaluation, and further development. It is therefore not just a topic for marketing and sales, but also for IT, Data Management, and even for the legal department and the board.

AI is shifting from a sideline to a necessity

The first steps are relatively straightforward. AI for content creation, optimisation, or automation delivers quick results, saves time, and helps you operate professionally with limited resources. Especially for the younger companies, this is a no-brainer: efficiency and effectiveness go hand in hand here.

But those who linger there miss the strategic acceleration.

The value of AI truly unfolds when it becomes intertwined with marketing and growth strategies. The next generation of successful small and larger companies is efficient, strongly data-driven, hyper-customer-focused, and agile. AI is no longer a sideline; it is the necessary partner in strategy and execution.

This calls for more than just tools: it requires vision, data-driven thinking and the courage to reorganise your organisation. From predictive analytics to hyper-targeted Account Based Marketing, from real-time customer insights to streamlining sales and marketing through AI-driven dashboards, the possibilities are overwhelming and already within reach.

The essence

Start small, think big. Don’t be discouraged by technical complexity, but let your growth goals guide you.

First, build a reliable foundation: ensure clear positioning, good data hygiene, and a solid marketing strategy. Set goals, experiment, measure the results, evaluate and improve. And don’t forget: AI brings clarity, deepens and accelerates, but human creativity and connection remain essential. Don’t take anything at face value, stay critical.

Then, it’s possible to elevate marketing efforts to a higher level and achieve sustainable growth. With AI as the turbo for growth.

Do you have ideas or questions about AI in B2B Marketing? Reach out at danny@do3l.nl and discover how marketing can drive your growth!