Artificial Intelligence has been playing a helping advanced technique role that has made marketing filled with extensive reach and valuable outcomes in less time. The magic of AI is not limited to live chat or automated phone calls but has reached beyond that. From SIRI to Google lens AI has indulged itself in every sphere of life. This much AI engagement of AI in daily life has not deprived the reach in the business marketing world. Let us invade information on how AI has influenced demand generation strategy to make B2B marketing more successful.
- Landing Page self-nurturing
As per sources, 57% to 90% of the purchasing journey of the buyers finished alone without any interaction with the B2B team. No emails, no messages, or calls over the phone. Wondering how is this possible?
My mates! this miracle is all because of the incredible Artificial Intelligence that has been available for the buyers even when the company’s employees are sleeping. All this 90% of buying journey without personal interaction is run through AI-driven personalization software that navigates blogs, services, information, product to the buyers at their convenient time.
These self-nurturing landing pages are navigated by artificial intelligence offering leads to invade as much information they want to be educated at their own pace and will. For example, a lead who visited your site read the content at odd hours, and had a query but was left with the dead-end as there was no one available to interact available without registration. Now what they would do? Wait for your suitable working hours to get the query resolved? No, he wouldn’t. Instead, he would close the site and move to the other sources and your company will lose the interesting good lead that could be the bigger opportunity for you. But because of the lack of assistance available, all your efforts to made by you would go in vain.
But if your company has adopted AI personalized software, it has nurtured the landing pages itself that would have kept the conversation flow enduring by recommending similar content assets based on the several data pieces got based on the previous reader, time spent, keywords used topic categories and more.
This AI assistance would trace the spending time, keywords, etc, and a personalized experience to the visitors in a unique way guiding B2B visitors down towards the sales conversion funnel. The AI algorithm would work as the escort suggesting leads pieces of content based on the stage at which lead in the buying cycle making every interaction purely 100% optimized for the conversions on every front.
Adding AI-driven chatbots to the website could be your gap-filling move that would let leads FAQs and have the desirable conversation. It is sometimes considered better than live chats as it assists with instant responses and improves answers over time through machine learning. This addition of AI in Demand generation strategy considers optimizing Facebook, WhatsApp, and LinkedIn messengers as well.
Gartner stated in his research that B2B spends 27% of their time in independent online research and only 17% contacts the sales team, so the probability of missing a good lead because of the lacking AI-driven software in your website is much high.
- B2B Marketing Adaptive Content Hub for AI
With the infinite access to the information at their literal fingertips, it has spoiled humans that create tough competition for the marketers to run in the race. There are millions of content are available on the internet on single topics because of which the reader just browse the latest four or six pieces of content that become more important for the marketers to make their content adaptive so that it ranks higher in search engines to get noticed by the readers to increase their demand generation to get the leads down to the sales funnel.
Burning sparks for readers’ interests to make them continue to read your content until they reach the sales funnel, marketers need their content to be highly optimized and available for the readers who are seeking the relevant content and all this could be done by AI. The artificial intelligence leads the way for the visitors about their requirement to what kind of knowledge they and looking for and how your service is the appropriate one and sometimes the customer is not aware of their needs specification but through AI-driven data, it navigates leads to know what they want and how can they get it.
Brian Stolis, Altimeter Group believes that the line between the B2B and B2C is getting hazy as even B2B buyers are looking for personalization and this could be done by including AI in your B2B marketing strategy that will increase demand generation as it optimizes the data having information such as whats the public demand, how well your content is working, what your competitors are doing so that you can make your content strategies effectively. Artificial Intelligence work doesn’t end here, by grabbing previous readers’ data it suggests them with other related content that is present on your website bringing them more closely content is to the sales funnel and these suggestions of content are known as adaptive content hubs.
Brian says- “ More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities.”
The adaptive content hub collects information from multiple sources considering visitors’ queries also, previous visitors’ feedback, and third-party data sources for a better true one-of-a-kind experience creation. The Buyer doesn’t want to spend small time on random content that why 68% of the buyers seeks companies to organize content by pain point while 58% would like to see it organized by industry or vertical.
The collaboration of AI with your website would drive adaptive content hub to your website and let you organize content strategy based on industry, content type, pain point, importance and much more making it highly interactive and interesting for the buyers because of its cruciality 58% of buyers are willingly compelled to spend up to 20minutes consuming interactive content.
- In B2B Marketing AI needs fascinated Exit Intent Pop-ups
As per the Google analysis, it is estimated that each day up to 3 hours are spent by B2B enterprises in search of the content through smartphones and approx 70% of the B2B searches are derived through mobile devices. So making your website mobile user-friendly is very much important but making it more useful is a big task as mobile visitors hate lead magnet forms on their path of accessing more content of your website. On average 61.04% of the B2B face higher bouncer rates than their consumers. So it is concluded that odds are already stacked against the company in that field.
The Exit-intent pop-ups would be your savior from irritating visitors because of the lead magnet forms. Artificial intelligence incorporation in b2b demand generation strategy would assist in using exit-intent pop-ups that would be a merit for everyone and if used personalized exit-intent popups it would use data from several sources to offer personalized content recommendations.
Studies grabbed insights concluding that visitors spend more time on a website when companies’ websites offer them more relevant content than clunky forms and Exit-intent Pop-ups driven by AI succeed but face nurture leads more and not drive them away from the site.
- Creating Personalized Buyer’s Journeys
The purchasing process usually comprises 6 to 7 team members who assist purchasers in keeping the track of every movement of the buyer but it is hard to do so manually. If Artificial Intelligence is not added to your B2B marketing, then it would be next to impossible to analyze, track and create content as per the visitors’ preferences at each stage of the sales funnel with accuracy under a limited marketing budget.
According to the research, effective personalization strategies have been adopted by 20% of the organizations, and by 2025, 80% of organizations will abandon their personalization efforts citing poor ROI. Adding AI increases the ROI expectations as it creates a unique user experience at every level of the sales funnels minimizing the uses of technology for maximum ROI.
The AI guides the entire conversation from start to finish that the sales team doesn’t have to guess and retroactively offers halfway personalized content. The benefits of AI do not end here, but it also develops an Account-based marketing strategy as 84% of B2Bs agree that ABM strategies extract higher ROI than the traditional one. The incorporation of AI with B2B marketing speeds up the working process as it removes the guesswork and closes the information gap making ABM strategy relevant at high from the title of the content down to each juncture of the sales pattern.
Conclusion
Artificial intelligence has revolutionized the marketing and sales process of B2B and works in enhancing the demand generation strategy in B2B by eliminating people’s needs to finish tedious tasks. AI is assisting b2b marketers by extracting every single piece of information of every single website visitor, creating a personalized experience for them whether known or unknown in real-time. The AI spots the potential leads and helps B2B buyers with the hyper-personalized algorithms and navigates them to your site, generating demand for your services.
