Margo Conrose, chief marketing officer at omnichannel marketing platform Skai, says generative AI is a particularly useful tool for creating the type of sophisticated communications and messaging that B2B marketers typically deliver at scale.
"In software and technology, the stories and product offerings are often complex, and these roles can be difficult to hire and scale with growing knowledge gaps," Kanrose said. "B2B buying decisions are typically more practical than emotional, and data-driven responses are where generative AI shines. Generative AI can help streamline functions like content creation, SEO, and corporate communications and accelerate production, allowing knowledge workers to focus on input. Like strategy and quality control.
New channel
Artificial intelligence is helping B2B marketers expand into new media channels they might not have tried otherwise, including connected TV, podcasts and digital out-of-home, Felsten said.
"A few years ago, if we said to one of our B2B marketers, 'We think you need to be on the connected TV platform,' we would have been met with resistance because they just didn't understand the space or how it does not actually apply. B2B sense,” says Felsten. “But with AI you can process data and target beyond CTV and digital home. That's where we can bring more of these innovative solutions [to our B2B clients], and they're willing to invest more in these types of channels. .
Marketing Experience helps B2B companies, for example, retarget audiences who work from home on their laptops and CTV platform looking for a B2B service or product, he said.
Many CTV platforms, including NBCUniversal's Peacock, Hulu and Roku, have introduced new audience targeting and recommendation tools that deliver better results.
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"We know you're reaching the same families and the same people who are part of your target market," said Felsten. "Historically, you didn't know the impact of buying so much linear TV and CTV outside of your reach and data, but now you can actually measure the traffic impact of your site."
He said the same strategy applies to podcasting and out-of-home digital broadcasting, two other mediums B2B companies haven't tried before. Now with artificial intelligence they can target specific audiences there too.
Felsten advises B2B marketers to start expanding their media buys before the space becomes crowded.
"As it recovers over the next two years, [the market] will become more saturated," Felsten said. "Companies that start testing this now and enter this market will begin to demonstrate value and be ahead of the curve in terms of optimization and pricing."
'Start with Why'
When Accenture launched its massive branding campaign in 2020, the first example of a marketing campaign was "Make a Change" by advertising agency Droga5, part of the Accenture Songbook. Mandatory B2B across linear and digital channels. Television, display, programmatic video, social networks and search.
