10 Ways B2B Companies Can Use AI for Marketing

Artificial intelligence, or more commonly known as AI, has been a hot topic over the past few months. And, it is changing the way we do business. Using AI can help improve business operations, increase efficiency, and enhance customer satisfaction. In this article, we dive deep into how you can use AI for marketing, and enhance your company’s digital presence. But, first let’s go over what AI even is.

What the Heck is AI?

AI is a newer form of technology that can perform tasks that normally require human intelligence. It can scan resources available to make decisions, improve content, and learn from experiences in order to enhance its knowledge base. AI technology can include machine learning, robotics, language processing, and more. Recently, AI has been taking the industry by storm as new technologies are constantly being developed. Many of us are wondering, how can B2B companies use AI for marketing?

1. Personalization

One of the best ways to use AI for marketing is personalization. With the help of a website personalization software, like Visitor Queue, you can show a custom version of your website based on visitor firmographic information. As an example, you can show SMBs a different case study that you show enterprise companies on your landing page, to ensure they are seeing content that is the most relevant to their own needs. This can enhance customer experience on your website and help to speed along your sales cycle. Check out this article if you want to learn more about website personalization.

2. Predictive Analytics

Another way that AI can help B2B companies improve their marketing is through predictive analytics. Predictive analytics uses machine learning to analyze your current website metrics, customer data, and customer behavior to predict future trends in your data. This can help your team predict what your customers are going to respond best to and improve business decisions. Without predictive analytics, some decisions could be made blindly. One of the best examples of predictive analytics is forecasting demand for a particular product in a specific time period. So, your company could use this information to ensure you have enough inventory available.

3. Written Content

Most of us have dabbled in ChatGPT by now, and messing around with the platform to see what capabilities it has. This can be a great tool for writing social media posts, getting ideas for blog content, and even helping to reduce your writer’s block! It has quickly become content creator’s right-hand man. But, ensure that you are not taking advantage of what it has to offer, social media channels and search engines are already punishing AI-generated content. But, we will talk about that a little later on. 

4. Chatbots

We all know how difficult it is to constantly have a team of customer support staff online at all times. It can cost a lot of money to keep that many employees on. By using AI, you can program your chatbot to handle customer inquiries and provide real-time support. This technology works by looking at frequently asked questions, past questions, and resources that you input, and compiling an answer based on past experiences. This can significantly reduce the workload for customer support representatives, who then only have to handle urgent requests that the chatbot cannot answer effectively. 

5. Lead Generation

We are always looking for new ways to generate leads. And, not only generate leads but generate high-quality leads who are actually going to be interested in what you have to offer. That’s where AI comes in. AI can be used to analyze customer data and ad engagement to identify potential leads based on behavior and interests. This information can be used to create targeted marketing campaigns and lookalike campaigns that are more likely to convert into paying customers. 

6. Email Marketing

Have you ever created an email campaign, and the email platform tells you that sending the email at 10am will have the highest open rate? Based on past email performances, the software you are using has decided that this is the best time to send the email. You can use AI to optimize your send times, content, subject lines, and other aspects of your email. This can increase your open rates, click through rates, and help you personalize email content based on what your subscribers actually want to see.

7. Website Development

Whenever marketers hear that they need to do something involving code, their eyes roll. It’s not easy to code, and it can be very confusing for those new to it. So, using AI to help can be a blessing to those of us who are not developers by trade. You can pop in a script and ask what’s wrong with it. Or, you can even ask certain software to code an entire page if you input what you want it to say, brand colors, and other assets that go along with what your company represents. Tabnine is a great example of an AI powered development software.

 8. Automation

If you are looking to speed up repetitive and redundant tasks (I mean who wouldn’t!), then you’ll love automation. With various marketing tools, you can automate emails, populate reports, answer common questions, and even analyze reports. This can help boost your productivity, as you won’t be stuck doing boring tasks. And, it can help increase happiness, as the typical tasks that we automate are not enjoyable to do.

9. Content Moderation

As a marketer, there might be certain things that you don’t want to see on your social media channels. This could be certain keywords, a string of keywords, hashtags, or even spam tags. With the help of a tool like Levity, you can remove unwanted interactions with your social media content. A great example of this could be removing comments automatically that have prolific language, hate speech, and other topics that are not safe for work. By doing this, you can increase trust and boost reputability online.

10. Search Engine

We all know how annoying it can be to try Googling something, and you can never find the right answer. You can end up scrolling through pages of search results and adjusting your search multiple times before you find what you’re looking for. With the help of AI, you can ask it questions, stats, and more. As a result, this can speed up your search and boost productivity. But, remember to fact-check before you publish any content. 

Be Careful…

I couldn’t write an article about AI for marketing without a little warning. Every day there are new articles and people sharing their horror stories about how AI is negatively affecting their marketing efforts. If you are straight coping and pasting content from an AI platform like ChatGPT onto your website or social media channel, then it may result in less traffic and impressions, which can result in fewer conversions. Instead, use AI as a starting point and put your own twist on things. Plus, infusing your brand voice into your content will help personalize your content and keep search engines happy. 

Final Words

Did you know that this entire article was written by AI? Just kidding! But, you’d believe it with how many individuals are using AI to write their content these days. As I mentioned before, be careful if you are writing content with AI without making the necessary changes and personalizations to the article to make it more custom to your brand voice. Using AI for marketing can be amazing, but you need to be genuine. If you have any questions about website personalization with the help of Visitor Queue, don’t hesitate to reach out.