Latest AI Enablement Trends for B2B Web and Marketing

In today’s fast-paced world, it’s imperative to stay ahead of the curve when it comes to digital marketing and customer experience (CX). With customer behavior and expectations changing constantly, that means dialing into the latest technology trends that are both driving and driven by that behavior — particularly for highly competitive industries like B2B tech. In 2024, AI is the tech trend having the biggest impact on the way customers and businesses interact.

New, advanced AI-powered tools are enabling companies to make experiences more personalized and engaging, improve lead generation efforts, and enhance the overall effectiveness of digital marketing. By taking advantage of AI enablement to power advanced analytics, chatbots, and content creation,  companies can tap into deeper audience insights, streamline customer communications, and turbocharge efficiency when it comes to content creation — without sacrificing quality. Put it all together and you get better customer relationships and a sharper competitive edge.

Benefits of AI enablement for B2B tech brands

Better personalization and customer interaction

The days of a one-size-fits all approach to CX are long gone. No matter what you’re selling, customers today expect experiences that are tailored to their precise needs, desires, and preferences, making AI-powered hyper-personalization a key customer engagement strategy.

Hyper-personalization goes way beyond the kind of basic personalization that seemed cutting edge not so long ago — greeting a customer by name, for example, or remembering that they’ve visited your site before. Now, it’s about combining AI and machine learning (ML) technology with customer data to customize every aspect of CX, from tailoring content, messaging, and creative to recommending relevant products or next steps.

In the digital-first era, businesses have an abundance of customer data available. AI can deep dive into that data efficiently and effectively, creating a 360-degree view of customers based on past behavior, purchases, and preferences, which you can use to customize interactions at every stage of their journey. Treating customers like individuals helps to boost engagement and satisfaction, driving long-term loyalty.

Work smarter, not harder

Another smart use for AI is to uncover emerging market trends. The same AI-driven analytics that allow you to identify individual preferences can surface insights into broader customer behavior, which can be used to fine-tune digital marketing strategies. With new AI tools significantly increasing efficiency and effectiveness in automated customer support, adding an AI-powered chatbot to your website or platform not only enhances self-service, it provides a rich pool of data you can mine to find out what your customers are asking about and how they’re behaving.

Many businesses are pulling back on spend in the current economic landscape, making competition in the B2B tech sector tighter than ever. AI tools are beneficial in researching keywords and conducting SEO planning to bring more traffic to your site. An AI-powered chatbot can help you identify and qualify leads, and drive conversions through highly-personalized interactions and recommendations — without driving up costs.

Infusing data analytics into your marketing strategy helps you make smarter decisions that drive better results. Plus, AI and ML can help you identify what’s working and what isn’t, so you can continually iterate and optimize your digital marketing strategy.

Create quality content—quickly and easily

Relevant, engaging content is critical to customer engagement in the digital age. Sharing good content with your target audience can help you generate leads, nurture them through the sales funnel, and drive renewals and retention by providing ongoing value for existing customers. But producing high-quality content regularly takes a lot of time and resources. That’s why many organizations are looking to generative AI (genAI) to automate content creation.

Whereas previous AI models relied on predefined rules and algorithms, GenAI uses large language models (LLMS) to generate new content based on user prompts. This is a game-changer in terms of content creation. GenAI tools can help you come up with and refine content ideas, create outlines, or even put together a rough draft for you to pass along to your marketing team to complete, saving hours of valuable time.

With GenAI in your toolkit, you can turbocharge productivity and keep creating fresh, relevant content that will keep your customers coming back.

To maintain a competitive edge in the current landscape, you have to take advantage of every opportunity to improve the customer experience and optimize digital marketing outcomes. Let’s talk about how we can help you leverage the latest AI enablement tools to power smarter, more strategic customer engagement and digital marketing efforts.