AI has been heralded as a game-changer for B2B marketers in terms of providing more personalized customer experiences, streamlining processes and delivering real-time insights. But it’s also a tool that’s only as good as the data (and recency of data) that it’s been fed, the answers can be inconsistent, and it likes to make things up, as if it’s the world’s smartest three-year old.
AI, like a good Pokemon, must be trained. With training, a Pokemon levels up, and even a Magikarp can turn into a powerful Gyarados. Same with the varying flavors of AI. Right now, they’re only as good as the data they’re fed, both for quality and recency. Although the developers are working hard to train up the AI, marketers really have to examine the results and proofread the work.
It’s important for B2B marketers to familiarize themselves now on its potential or risk being left behind. From chatbots powered by ChatGPT technology to predictive analytics tools that can help inform strategic decisions, AI promises powerful solutions. But this will take working with the tools to maximize their effectiveness, and frankly, make them useful on a regular basis.
Voice-based AI tools are becoming increasingly popular in B2B marketing, allowing marketers to create more interactive and engaging customer experiences. ChatGPT technology is a prime example of this trend, giving B2B marketers the ability to converse with customers on their terms by understanding natural language and providing automated responses. With this technology, B2B marketers can deliver helpful, tailored advice that resonates with customers and helps to drive conversions, provided it’s properly trained, lest your AI fall in love with you.
SEO and UX can really benefit from AI. As time-intensive as SEO can be, smarter tools and more automation will make the marketer’s job easier. With AI’s ability to quickly analyze site and content data, marketers will get feedback very quickly and be able to make adjustments much sooner than before.
AI-driven predictive analytics is also beginning to revolutionize B2B marketing. AI algorithms can help B2B marketers identify customer behavior patterns in real-time, allowing them to anticipate customer needs and provide more personalized experiences. This technology can also help B2B marketers to target particular customer segments and create tailored campaigns that are more likely to resonate with their audience.
AI-powered B2B marketing automation is increasingly being used by B2B marketers to automate mundane tasks such as data entry or analysis. By utilizing this technology, they’re able to save time and focus more on creative, higher-value activities that can help drive success.
For example, personalization. We know that the more personalized the message, the more likely it is to be read. Recently, I received a cold sales email that referenced a restaurant in the area, as if the writer knew my town or that I love Indian food. Too bad the writer inserted the entire address of the restaurant, which tipped their (its?) hand.
The other thing that made the pitch fall flat (besides the fact that I did not need the service) was that the email itself came across as a stiff-form letter, possibly written by AI.
In this case, referencing the name of the restaurant and the street it’s on is going to feel more colloquial and doesn’t advertise the fact that it was written by a machine. You can pull the data, but you have to stick the landing.
As we test different platforms, we’re discovering nuances and issues of working with AI for various deliverables.
If you have any questions about using AI in your marketing, give us a call so you don’t end up like Team Rocket.