AI Use Cases for B2B Marketers

In the world of B2B marketing, there’s an artificial intelligence (AI) arms race. The pressure is on to find AI-driven solutions that enable B2B marketing teams to do more with less. 

But, identifying where and how to integrate AI into your B2B marketing strategy is easier said than done. With so many AI tools hitting the market, where should you start? To help you navigate this challenge, we partnered with the Marketing AI Institute on the AI for B2B Marketers Blueprint. In the guide, we cover tons of insights on and examples of how B2B marketers can get started with AI today. 

To give you a sneak peek of what to expect from this comprehensive guide, we’re offering up a handful of the AI use cases outlined in the AI for B2B Marketers Blueprint. 

Keep reading to learn about different ways you can start incorporating AI into your B2B marketing strategy.

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Conversion Rate Optimization (CRO)

For thriving B2B businesses, a high-converting website is essential. To create an engaging and profitable website experience, many B2B marketing teams prioritize conversion rate optimization (CRO). AI has ushered in a new era of CRO, enabling marketers to move away from traditional A/B testing and toward more innovative solutions.

Here are three AI use cases that B2B marketers can use to improve their CRO programs:

• Experiment with various elements of your website, such as design, color, text, size, and placement, to enhance customer satisfaction.
• Target diverse audience segments using firmographic, technographic, first-party, or third-party data, enabling dynamic delivery of tailored content to each specific audience.
• Customize website messaging, ensuring a unique and engaging experience for every visitor.

Here’s how conversational marketing company, Drift, uses AI to convert more traffic into revenue.

Account Based Marketing (ABM)

Account based marketing (ABM) is a foundational strategy for many B2B marketing teams. Unfortunately for B2B marketers, ABM can be time-consuming and tedious. AI-driven tools can help to ease many of the challenges associated with ABM. 

Here are three AI use cases that B2B marketers can use to elevate their ABM programs:

• Predict the accounts that will buy based on your existing customers.
• Create hyper-personalized assets including content, creative, format, number of touchpoints, etc. for each of your target accounts.
• Generate digital assets at scale. Transform one core landing page into an ABM campaign by customizing it using AI, whether it’s 1:1, 1:few, or 1:many.

Check out how Business Spend Management (BSM) company, Coupa, executed a dynamic ABM strategy with AI.

Analytics and Reporting

When making strategic business decisions, data is key. But sometimes, crunching the numbers and turning them into actionable next steps can prove difficult for B2B marketers. Fortunately, AI can now do some of the heavy lifting when it comes to analytics and reporting.

Here are three AI use cases that B2B marketers can use to augment their analytics and reporting:

• Track and report on the full customer lifecycle across different stakeholders, channels, and devices.
• Measure the full funnel impact to see which marketing channels are the highest converting. 
• Scan social media for mentions of your company and products, allowing you to identify influencers and analyze brand sentiment.

There are countless ways to incorporate AI into your B2B marketing strategy. We hope the ones listed above help point you in the right direction when thinking about where and how to leverage AI. If you’re interested in learning about even more AI use cases for B2B marketers, be sure to download AI for B2B Marketers Blueprint!

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