ools to create personalized marketing experiences

B2B Marketing can be particularly challenging for many reasons. You are talking to more people who make decisions. You are on a longer sale cycle. You’re also more vulnerable to changes in the market. You need to take advantage of every tool you have to maximize your impact. There is a smart way to achieve this: creating more personalized marketing experiences.

According McKinseyspan size=”font weight: 400 ;”>, Personalized marketing can lower customer acquisition costs up to 50 percent and boost revenues by up to 15 percent.

Personalizing the buyer’s journey requires time, effort, and the appropriate tools. As AI tools flood the marketplace, you can do this in a more efficient way. This will benefit both your customers and your team.

How AI can be used to create more personalized marketing experiences

We know that many marketers are unsure of where to begin or what to try. Don’t worry if you are in this boat. We’re going to break down how AI can help create more personalized marketing experiences and help you capture market share.

1) Account Based Marketing (ABM).

Account-Based marketing is especially useful when dealing with B2B complex sales cycles where multiple stakeholders are involved in the decision-making processes. Hubspot estimates that there are five average decision makers in a B2B sale.

AI tools are a great way to get insights, automate processes and create more personalized interactions with the right people.

• The right audience can be targeted. AI algorithms can identify high-value customers based on company size, industry and engagement history.
• Use lookalike modeling. AI can be used to identify similar accounts based upon the characteristics of existing high-value clients. This will help you expand your list of target accounts.

ABM is a continuous process of optimization that involves data and insights. Analyze the performance of your campaigns, get feedback from your sales team, and adjust your strategy to increase your effectiveness.

CRM (Customer Relationship Management) Enhancement

Most likely, you already have a CRM in place. However, new AI advances can help to make the most of your data.

• Lead scoring can be re-evaluated. AI-powered scoring models can be used to determine which leads are most likely to convert. Factors such as engagement, demographics and other factors will all be considered.
• Predictive analytics is a great way to improve your business. AI can be used to predict individual business needs and preferences and then tailor personalized outreach strategies.
  

Tip: Before implementing AI to enhance CRM, ensure that these technologies are seamlessly integrated into your existing workflows. Also, ensure that AI-driven insights will be truly useful and actionable for your sales teams and customer service staff in a real world setting.

3) AI Powered Email Campaigns

Machine-learning algorithms can be used to improve email marketing.

• Implement dynamic content. AI can be used to personalize messages according to the recipient’s role, industry and previous interactions.
• Analyze behavior. Use email engagement data analysis to learn how recipients interact with their emails. Then, use these insights to customize content, subject lines and send times to individual recipients. Experian Marketing Services found that personalized subject lines in emails are 26% more likely than generic ones to be opened. )

Tip: AI is an extremely powerful tool and should be used with ethics. Respect subscriber privacy, and comply with applicable regulations (e.g. GDPR ).

4) Chatbots to Engage B2B Customers

Chatbots are a great tool to engage B2B customers, streamline communication, provide instant responses and enhance your customer experience.

• Conversational AI is a great way to improve your business. AI-powered chatbots can interact with B2B leads, answer questions, and provide personalized info. This allows leads to get the information they need without wasting your sales team’s valuable time.
• Leads should be qualified. Chatbots can be used to filter leads according to predetermined criteria. This will allow your sales team only to focus on the best opportunities.

You can adjust your chatbot to meet your goals by regularly assessing its performance.

5) Predictive analytics for content personalization

Predictive Analytics is a great way to anticipate the preferences and behaviors of your audience. This is even more important now that buyers are increasingly looking to navigate their buyer journeys without having to interact with salespeople.

• Create content recommendations. Build content recommendations.
• Create customized landing pages. Dynamically adapt landing pages to the visitors’ industry, location or other relevant criteria.

TipYou may also want to use heat mapping tools in order to track the effectiveness of your landing page.

6) Social Media Targeting and Insights

Social AI tools provide you with the insights to create personalized experiences, and also make it easy to customize content to capture the attention of the right audience.

• Customize your social media ads. Customize social ads.
• Use social listening tools. Social listening tools can be used to understand conversations, trends and sentiments in your industry.
  

Tip: Trending subjects can provide great content ideas. Your expert opinion can add value to a larger conversation.

7) AI Sales Enablement

The buyer’s journey is always a challenge to bridge. But AI can help you support sales and create a seamless customer experience.

• Get sales content recommendations. AI-driven content recommendations based on prospect profile and engagement history.
• Create sales predictions. Use AI for predicting the likelihood that a lead will convert into a client, allowing sales teams to prioritise their efforts.

Tip Find out more about how Marketing can help you with sales.

8) Event Personalization

Event marketing is still one of the best ways to connect with your audience whether you are hosting or attending virtual events, or IRL ones.

• Find the right events to promote your brand. AI can recommend industry events, webinars, conferences or other relevant activities based on your prospects’ business profiles and interests.
  
• Help attendees to navigate events. AI is able to create personalized agendas and networking suggestions for attendees in order to maximize their time.

Tip You can also collect feedback through surveys, reviews and sentiment analysis in order to identify areas of improvement for future events.

9) Video Content Personalized

Video is a popular way to communicate quickly and easily with prospects.

• Recommend video. Use AI to suggest personalized video content that is tailored to your audience’s interests.
• AI can assist you in creating interactive videos. AI allows viewers to select their preferred content path.

Tip Think of ways to personalize your videos, such as personalized greetings, location-specific information, or product recommendations.

10) Data analytics for continuous improvement

AI’s ability to synthesize and parse data quickly to provide the most relevant information is one of its biggest benefits.

• Analyze performance. AI-powered analytics can be used to determine the effectiveness of your personalized marketing campaigns and help you improve your strategies using real-time data.
• Use attribution modelingspan font-weight=”400 ;”>. Analyze how different touchpoints impact the B2B journey to optimize marketing channels and tactics.

Tip: It’s important to test different strategies, features or messages with your audience, even if you use personalization at multiple touchpoints.

How to make AI work for you

It’s not as intimidating as it may appear. You can learn, test, and tweak your strategies to make them work for you. We can help you find more ways to use AI throughout your buyer’s journey.

• More AI hacksspan size=”font weight: 400 ;”>. Here are 30 tips and tricks to help you with your work.
• Speak to our AI experts. Find out how our AI experts can help implement AI in a ethical and effective manner.

The most important thing to do, as tools improve and provide more insights, is to keep up with the latest trends. Subscribe to our email newsletter to receive your AI fix. (And feel free to tell us if you found any of these hacks useful).

The first time Column 5 published the post Create personalized marketing experiences with AI tools.

Author: Katy French