Learn how to build an Artificial Intelligence (AI) roadmap to optimize your B2B demand generation campaigns

Artificial intelligence or AI, is the best way to personalize your message. Personalization ensures that your ads are meaningful to your target consumer or client. AI has impacted HR, customer service and sales engagement. AI allows companies to track “..browsing habits, purchases, customer service inquiries, and even in-person visits to brick-and-mortar locations“[1]. Although we all know that our future will be automated for ease of use and increased customization it is important that companies do not sit on the sidelines.

The reality is that as AI technology matures and refines, organizations that ignore the growing trend will lose market share and revenue. The key to success for companies that offer a service or product to consumers is to ensure that their business models provide first and foremost a consumer need. AI technology, if used correctly, will provide consumers exactly what they want, when they want it, and how they want it. It is that simple. For example, companies that are fine-tuning consumer preferences like Spotify, Instacart or Amazon are winning big. 

Implementing AI for B2B demand generation involves several strategic steps. Here's a roadmap businesses can follow:

Preplanning is the key:

• Start by defining your objectives: Are you looking to increase new leads or re-engage current clients in your CRM?
• Create a workflow that defines your current capabilities: What are your existing tools? What data infrastructures are in place? What marketing automation system is currently in place?
• Define your use cases: Where can AI add value? Common use cases include predictive analytics for lead scoring, personalized content recommendations, chatbots for customer interaction, and automated email marketing.

Choose the AI tool that fits with your business:

• Seek integration with your CRM and automation software: Make sure your AI solutions meet the needs of your data analytics, machine learning platforms, or AI-powered marketing solutions. Ensure that the AI tools integrate seamlessly with your current CRM, marketing automation, and other relevant systems to maintain data flow and consistency. Before you invest, check with your team!
• Train your team: Provide training for your team to effectively use AI tools and understand the insights generated. This helps in making informed decisions based on AI recommendations.
• Develop and train models: For custom solutions, you may need to develop and train machine learning models using your data. This step involves setting up data pipelines, feature engineering, and model evaluation.

Test, optimize and scale

• Test before implementation: Deploy AI solutions in a controlled environment initially. Test their effectiveness and make adjustments based on performance and feedback. 
• Monitor and optimize: Continuously monitor AI performance and its impact on demand generation. Use metrics and KPIs to evaluate success and make iterative improvements. Depending on your channel you can use AI to optimize ad messaging: “Tailored ad experiences: Use audience-first creatives that drive demand. With just a few clicks and the help of Google AI, your most immersive, visual creatives will be served to the most relevant potential customers.” Learn more here. 
• Ensure compliance and ethics: Address data privacy and compliance issues. Ensure that AI applications adhere to regulations such as GDPR or CCPA.
• Scale and Expand: Once the initial implementation proves successful, consider scaling AI solutions to other areas of demand generation or expanding their capabilities.

By following these steps, businesses can effectively leverage AI to enhance their B2B demand generation strategies and drive better results. The key is to get started so you are prepared for 2025 and beyond.

Digital marketing consultation services create strategic plans and define unique strategies to position your business on the market to grow and then execute them using an omnichannel approach. We can also create targeted programs to key demographics (cultural, gender and nationality). Reach out today.

Photo by Igor Omilaev on Unsplash