How To Succeed In AI-Powered B2B Marketing -
Focus on Behavioral Data
Impact of AI In B2B Marketing
B2B marketing’s AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern martech. The data that powers this machine-driven marketing — and delivers the experiences today’s B2B buyers expect — comes in many different forms.
Understand The Significant Differences In How Data Is Sourced And Refined Like the fuel for your car, the data that powers an AI-powered marketing engine comes in many different “grades,” depending on how it is created, sourced, and refined. Assigned data describes static attributes; observed data describes behaviors; and inferred data describes a hypothesis drawn from assigned and/or observed data.
Pay More Attention To What Customers Do Than What They Say Definitive statements of buying intent, such as when a prospect posts that they are planning to buy, are valuable — but also rare. To succeed with AI-powered marketing, B2B marketers should focus on the actions of their customers, from the first anonymous touchpoint to post-sale product usage.
Collect More And Complementary Signals
To create a comprehensive view of buyer behavior — and feed the creation of the most accurate and relevant AI-powered experiences. B2B marketers will need to collect behavioral signals from numerous ďŹ rst- and third-party sources.
Create A Single Source Of Truth
B2B marketers should invest in an internally developed data management solution or a packaged application such as a customer data platform (CDP) to improve data quality and create uniďŹ ed proďŹ les that incorporate all the data they gather.