Seemingly indispensable since 2022 and scandalous in educational institutions – we're talking about ChatGPT. This has soared since late 2022, and with it, the concept of AI (artificial intelligence). This is a technology that gives computers the ability to solve tasks using data and algorithms, understand problems, and make decisions. Within B2B business, AI is playing an increasingly significant role in marketing, as it is used to analyse purchasing and customer behaviour and to make predictions. Aside from the well-known ChatGPT, we encounter the system daily through facial recognition, automated cars, customer support, and even in our own email inboxes. Even though AI has existed for decades, we are only now beginning to tap into its full potential.
More than just text and images
Perhaps the best-known function of artificial intelligence is the generation of text and images, but its capabilities extend far beyond that. The technology is already an integral part of many industries, such as mechanical and plant engineering, automation, and healthcare. It is also gaining increasing relevance in B2B marketing. Among other things, it is used in the following areas:
Lead generation
By analysing various behavioural data and interactions, AI can identify potential customers. The time and resources saved in this selection process can instead be used specifically for the needs of prospects and customers.
content creation
Content is the be-all and end-all in marketing and it can often prove to be a challenge to make content attractive yet informative. For this purpose, there are various AI tools such as Text and image generators. If applied correctly, they can be used by B2B companies to create text content, images, videos, or graphics. However, it is important to provide a well-crafted prompt.
Marketing automation
Recurring activities, such as email marketing, content management and social media management, can also be taken over by AI. The tool records user behaviour and interacts, for example, via email, to directly address recognised needs and encourage purchases.
Predictive Analytics
Predictive analytics (English: Predictive Analytics) enables companies to predict future trends and behaviours using collected data and algorithms. This allows opportunities to be exploited and risks to be minimised.
Advantages of AI in B2B Marketing
Measurable results
Through regular monitoring and analysis of the collected information and figures, B2B companies can optimise their marketing strategy, make changes, and ensure they achieve their business objectives.
Trend and behaviour forecasts
Early detection of trends allows companies to gain a competitive advantage by offering solutions that meet the ever-changing needs of their customers.
Target audience identification
With the help of AI, B2B companies can identify their target audience more precisely and thus adapt their strategy to the specific needs of the target audience.
Personalised content
Based on behavioural data and preferences, artificial intelligence allows for faster and more efficient targeting of consumers. This can increase campaign effectiveness and help a company increase its market share.
Challenges and concerns
Privacy Policy
At the very top is a major issue: data protection. And rightly so. Data protection is a sensitive topic, especially for B2B companies that handle sensitive customer data. Before entering confidential information into an AI tool, it is important to ensure that data protection policies and legal regulations are complied with.
Quality
The quality of AI-generated information depends entirely on the input. The various tools generate information based on the data provided; if it is flawed or incomplete, misinterpretations can occur. Therefore, one should not assume that the content is automatically usable, but should check and revise it again.
Creativity and Emotions
Technology is just… technology. It doesn’t have the ability to be creative or understand emotions on its own. While it can understand the characteristics of an emotion with the necessary input (e.g., blue is sad, smiling is happy), it will never be able to understand and represent them to the same extent as a human.
The proper use of AI in marketing
Even though there are many dangers, AI ultimately only does what we instruct it to do. So, instead of avoiding it out of fear, it makes more sense to engage sufficiently with the topic. Among other things, one should ask oneself where and how one wants to use the technology and what goals one wants to achieve with it. Once that is clear, appropriate training for the affected employees would be the foundation for actually using the technology profitably. One should also consider in advance which tools and platforms are suitable for the company and how/where they can be used. After that, AI in marketing can be continuously integrated into existing strategies, analysed and improved.
If uncertainties arise or if you don't have the time resources for such onboarding processes, you can turn to AI experts or consultancies and enter into a partnership.
Did you know…
… that the foundation for artificial intelligence was already laid in 1950?
… that AI will probably reach a comparable level of intelligence to us humans within this century?
… that worldwide 59% of digital marketers are already using AI to enhance their content?
… dass sich 37% der deutschen Unternehmen nicht mit dem Thema der KI auseinandersetzen?
