As part of Solutions Review’s Contributed Content Series—a collection of contributed articles written by our enterprise tech thought leader community—Bjoern Sjut, the Managing Director of Productivity and IT at Front Row, explains how generative can (and is) changing the landscape of B2B marketing.
Generative AI in B2B marketing is leading to a proliferation of more targeted, nuanced, and personalized content for audiences. This explosive combination of more content with more personalization creates conditions where marketers can focus their time on engaging specific accounts in deeper, more memorable ways. The real power of AI in B2B marketing is the ability to carve out greater ROI while getting closer to consumers.
Generative AI’s impact on business is no passing fad, either. When asked about AI technology’s impact, 60 percent of marketers said it would transform their roles, and 51 percent were already experimenting.
Top Benefits of Using Generative AI in B2B Marketing
Generative AI will—and, in many cases, already does—have a powerful impact on the B2B landscape. For example, it can transform the connection between marketing and sales, making selling more efficient by allowing both teams to personalize their approaches to individual target accounts. This makes it easier for representatives to meet them wherever they are in their customer journey and send them targeted, relevant messages to help them move forward.
Additionally, this emerging technology can enhance the efficiency of B2B marketing teams by equipping them with thoughtful automation that minimizes time-consuming and simplifies content creation. Teams can produce larger varieties of content through strategic automation, which includes the ability to generate personalized presentations, craft product descriptions, curate catalogs, and address customer inquiries, all while reducing operational costs.
Generative AI is a valuable resource for B2B marketers, particularly when dealing with complex content projects. It streamlines the creation of detailed and intricate content by catering to the unique requirements of more complicated industries, like the automotive or industrial manufacturing markets. This technology simplifies the process, allowing marketing teams to produce in-depth narratives, data sheets, and presentations at scale.
Managing complexity at scale is also essential for B2B audiences, who are themselves experts. B2B marketing technology, like generative AI, can help activate expert knowledge within an audience, transcribe and scale those voices, and turn that information into long-form, relevant, unfluffy content, such as public relations pieces and whitepapers.
Best Practices for Using Generative AI in B2B Marketing
With the promise of more personal, less costly content-making, marketers can be tempted to leap onto the generative AI train without plotting their approach. However, B2B marketers must consider how (and why) they will adopt and use generative AI in their companies. These strategies can help:
1) Empower human experts.
It will be important for B2B companies to bring their teams along for the ride with generative AI. Automation isn’t about replacing human work but enhancing human productivity. Marketing leaders will have a responsibility to reassure team members and empower them to use AI in their own ways.
Without human oversight, generative AI content tends to trend toward the average; it can lack creativity and surprise. The goal of using AI in B2B marketing should be to amplify expert voices—both on your team and your clients’ teams—to help them reach their target audiences.
2) Use AI generatively
Generative AI is a tool, but it is also a way of working. To reach its full potential, it must be combined with human creativity. The primary business function of AI may be to automate, but some of its highest-value use cases are creative ones. For example, use AI to brainstorm, investigate potential ideas, or generate marketing briefs tailored to a particular audience segment. Because AI can navigate massive datasets, it can connect your team’s creative thinking with behavior patterns and make your choices more likely to succeed.
3) Put clients first
Generative AI can make your company more efficient and creative, but only if you use it to improve your clients’ businesses and offer them something worthwhile. B2B audiences need highly relevant, carefully crafted, educational, and entertaining content; deliver this value, and you will benefit from their trust and loyalty. You also need to make sure that you’re using generative AI ethically. Stay transparent and prioritize clients’ privacy and safety as you explore; no innovation is worth alienating or harming customers.
The impact of generative AI on business is yet to be fully realized, but it can already be seen. B2B marketers need to produce high-quality, expert, engaging content at scale—and in ways that reflect the true complexity and originality of their products and services. This has been challenging in the past, but we’re now entering the generative era where what once seemed impossible is possible.
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