Artificial Intelligence in B2B Marketing: Ways to Work Smarter, Better, Faster and Stronger

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In almost every use case, AI is known to improve efficiency, speed up optimization, reduce costs, and increase ROI. Want to see for yourself? Here are some of the best ways to use AI in B2B marketing to improve your day-to-day operations.

The Current State of Artificial Intelligence in B2B Marketing
According to the study, marketers use AI to get ideas kenya b2b leads and inspiration (22%), conduct research (48%), and learn how to do something (32%).

75% of marketers surveyed say AI and automation help them spend less time on manual tasks, meaning they can spend more time on the creative aspects of their job that they enjoy most. And another 68% say AI has actually helped them advance in their careers.

The best way to prepare for any outcome is to learn as much as you can about the current state of AI in B2B marketing.

How to Use AI in B2B Marketing
1. Create content and resources.

With a variety of different tools available, anyone can create a variety of content using only written prompts.

It’s no surprise that 83% of marketers say AI helps them create significantly more content than they could otherwise. One of the most common uses of generative AI in B2B marketing is to help with copywriting. But the key word here is help.

AI-generated content is derivative by the very nature of how it is created. Yes, it may be quick and easy, but it lacks the quality, originality of thought, and expertise needed to stand out from the competition.

2. Expand conversational marketing.

In the age of push notifications and constant connectivity, consumers have come to expect quick responses from brands. Unfortunately, answering questions and communicating in real time is not always scalable, especially in a small team.

Chatbots on your website or social media can help. Conversational marketing and chatbots are some of the oldest uses of artificial intelligence in B2B marketing, but that doesn’t mean they’re outdated. In fact, 74% of consumers prefer to communicate with a chatbot when looking for quick answers.

3. Repurpose content.

Repurposing content for different audiences or media is one of the smartest ways to get the most out of the work you've already done. But it can be very time-consuming.

How can AI be used to repurpose content?

Turn blog posts into videos or video scripts.
Turn podcasts or videos into blog posts.
Transform long-form content into short, educational social media posts.
Add visuals to your longform content to share on social media.
Create landing pages based on email newsletters or podcasts.
Start localizing or editing content for new regions or audiences.
Turn product content into marketing promotional materials.
Use raw data and create data visualizations and reports.


4. Manage and analyze marketing/customer data.

Another way B2B marketers can benefit from artificial intelligence is through data management.

But AI's capabilities aren't limited to data management. It can also analyze and interpret data faster than humans can, to:

Provide and analyze analytics data
Segment your customers
Identify customer trends and preferences
Create datasets for training purposes
Create dashboards and reports (and even automatically email you a report).
5. Make marketing more interactive.

If you have the knowledge and resources to develop it, AI-powered interactive content can be an extremely valuable B2B marketing tool.

A self-selection tool is essentially any type of interactive feature (e.g., a button, form, etc.) that customizes the user's experience on a website. For example, it might direct the user to information that answers their question or to a product that meets their needs.

Some of the most common are pricing or cost calculators, builders/generators or “finders” that help you find the right product or solution.

6. Automate everyday marketing tasks.

Another way in which artificial intelligence can help improve the effectiveness of B2B marketing is through marketing automation.

Marketing automation uses technology to automate monotonous marketing work, such as sending emails or entering data.

7. Improve SEO search.

AI can help here, too. 84% of bloggers and SEO professionals reported that AI and automation have impacted their SEO strategy in 2023.

What AI helps with:

Monitor search data to identify trends.
Search keywords based on the topics you select.
Identifying opportunities for content optimization.
Creating structured data and schema markup.
Finding link building opportunities.
Identifying and fixing technical issues such as broken links.
8. Personalize the customer experience.

In a traditional business, this means remembering a customer’s name or sending them a birthday note. These details can be difficult to remember. The same can be said about creating these services in the digital age, especially as your company grows.

But again, artificial intelligence can help.

Use artificial intelligence to address people by name or create content tailored to a buyer's unique interests, past activity, location, and other characteristics.

The key is to take what you know about who you're trying to attract and find ways to incorporate it into your marketing.

9. Do your research.

If you're in marketing, you're no stranger to research.

Whether it's finding information about a character's shopping habits, a competitor's latest product launch, or keywords for your next blog post, research is likely part of your weekly routine.

Artificial intelligence can significantly speed up this process.



Conclusion
The potential of artificial intelligence can be scary. Millions of people feel that way, too, but artificial intelligence is not really new. The AI ​​available to B2B marketers won’t replace you, but it will save you time and level up where it matters most.