How To Use AI For B2B Personalization

AI is a powerful technology, and personalization in B2B marketing is essential. Why not combine them?

Today we are talking about five different ways to use AI for B2B personalization. Follow this advice (and use the tools we link throughout) if you’re interested in B2B marketing with a more tailored approach.

Why Personalization Matters In B2B Marketing

Before we dive into advice, let’s first answer one question:

Why is personalization in B2B marketing so important?

Personalization will always result in more effective marketing, but it’s even more essential in B2B. Here are four reasons why:

1. Longer Sales Cycles: B2B sales naturally deal with expensive and complex products. This makes the sales cycle much longer. Personalized marketing makes it easier to build trust and quality relationships over time, allowing you to move prospects through the sales funnel.
2. Multiple Decision-Makers: There will usually be multiple stakeholders making the decisions for a B2B product purchase. Each one naturally has their own needs and priorities. Personalized marketing, then, allows you to tailor messages to different decision-makers within the same organization. This speaks more directly to whatever unique concerns they have.
3. Complex Products and Services: Regardless of the B2B product or service you are selling, it most likely requires a detailed explanation or demonstration. This is simply the nature of more complex offers. One major purpose of personalized marketing? Addressing the particular challenges and pain points of each prospect… and showing them how your product can help.
4. Higher Customer Expectations: The modern-day buyer has higher expectations than ever before. They want a buying experience that meets them where they are. And for good reason: they have more power (and access to other options) than ever before. Personalization is one way to meet these expectations. It’s relevant, timely, and usually more valuable than marketing that simply appeals to the masses. 

At this point we’ve seen four reasons why personalized marketing is so essential in the B2B industry. Let’s now cover five ways that AI can help.

5 Ways To Use AI For B2B Personalization

1) Predictive Analytics For Targeted Campaigns

What if you knew with certainty which kinds of prospects were the most likely to convert? What if, simply by using the right data, you could segment your audience as effectively as possible? With predictive analytics, you can.

By analyzing factors like past interactions, industry trends, and purchasing behaviors, AI tools can create highly targeted marketing segments. This makes just about any of your promotions or sales outreach more effective. The result? A more engaged and profitable audience.

2) Dynamic Content Personalization

Imagine this: your website automatically updates its content depending on who is visiting it, ensuring that it’s as relevant as possible. Sound like a dream? Well, with the right AI tool, you can actually do it. Dynamic content (content that changes depending on who is consuming it) is becoming more popular, and it’s made possible by AI.

But it doesn’t stop there. Everything from the emails you send to the blog posts you create are great candidates for personalization. This makes it possible to deliver different content to people based on their preferences, behavior, and stage in the buyer’s journey. The possibilities, truly, are endless. 

Of course, this entire process is much easier said than done. Make sure you keep best practices in mind.

3) Chatbots For Personalized Customer Interactions

Every company can benefit from more personalized customer service and support. But how do you find the time? With people on your team busy with their own responsibilities, a more personalized approach to customer service can often fall by the wayside. 

The answer is (or at least can be) chatbots. It’s important here to understand that chatbots have become much more advanced and nuanced than the ones of just a few years ago. Gone are the days of irrelevant answers and frustrating delays. Chatbots now are better than ever. Here are just a few things they can do accurately and efficiently: 

• Answer common queries
• Recommend products
• Guide prospects through the sales process

Plus, when combined with AI, chatbots become even more sophisticated. By analyzing past interactions and customer data, chatbots can give responses and suggestions tailored to the individual. This is one of the best examples of using AI for B2B personalization.

4) AI-Driven Content Creation

We have written many times about how important good content marketing is. Done right, content educates your audience and builds brand awareness. Perhaps most importantly, it’s also a chance to introduce your offer as the solution to your prospects’ problems. And wouldn’t you know it: content marketing in the B2B industry is every bit as important.

AI can assist in creating personalized content at scale. This might include tailored emails, reports, or proposals to existing clients. By using data on the prospect’s industry, company size, and past interactions, AI can help you create content that is truly personalized. 

The big caveat here is to not to rely too heavily on AI for content creation. People can spot AI-made content quite easily. Always remember that the human touch is still essential. 

5) Account-Based Marketing (ABM)

We recently suggested account-based marketing (ABM) for a more profitable B2B sales process. As a reminder, ABM is a personalized approach to marketing in which your efforts are focused on specific high-value accounts. This can be anything from the emails you send to the product features you focus on.

Of course, this all sounds good in theory. Doing it at scale and for multiple clients? Much more difficult. Thankfully, AI makes it feasible when used correctly. 

AI can enhance ABM by providing deeper insights into target accounts. This makes it easier to predict which accounts are most likely to result in repeat business. It also gives you a general idea of the lifetime value of any one individual account. The end result is an overview of the clients you should focus on and the kind of messaging most appropriate for each one.

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