“Artificial Intelligence has been a great enabler for sales and marketing teams. We’re in an age where immense amounts of data is at our fingertips,” said Kerry Cunningham, Head of Research & Thought Leadership at 6sense.
With the rapidly evolving advancements in marketing technologies, enters an opportunity for B2B marketers to catalyse their buyer journey and B2B revenue stream. By leveraging the capabilities of predictive analytics and artificial intelligence in their marketing funnel, they can bridge the pre-decision gap.
For instance, a survey conducted by 6sence revealed that 84 % of B2B buying deals are decided upon first contact, welcoming an opportunity for businesses to enhance their marketing efforts with AI-powered insights.
Integrating artificial intelligence into the existing Martech stack to enhance B2B buyers’ journey might not be as simple. We need to understand what is the major challenge that most B2B marketers face and explore why businesses must implement effective B2B marketing strategies.
Why is incorporating effective B2B marketing strategies the need of the hour?
The 6sense researchers revealed that 70% of B2B buyers engage with their vendors when the product is ready, encouraging B2B marketers to contemplate their marketing efforts. Enlisted below are other vital takeaways:
- 78% of the buyers had mostly or completely established their business requirements by the time they were first contacted
- 84% of buyers said the first vendor they contacted ultimately won the business
The aforementioned findings implied that vendors will lose two-thirds of their buyers if not contacted during the first stages of their buying process. Consequently, it prompts the need to create awareness and develop a relationship with buying committee members during the initial stage. Well, it’s a grave challenge, and implementing AI-driven marketing strategies is the solution.
How are AI-powered Solutions Driving the B2B Revenue Streams?
In a parallel world of marketing automation where businesses have better insight into their customer data, enabling intelligent sales strategy can be a breakthrough for B2B vendors. Utilizing the capabilities of artificial intelligence in their existing marketing process, they can bridge the gap between B2B buyers and their revenue teams.
As a repercussion, it will enable B2B companies to accurately pinpoint best-fit opportunities during the early stages of their buying journey.
Further elaborating on the importance of AI in marketing strategies, Kerry Cunningham, Head of Research & Thought Leadership at 6sense, said, “AI has been a great enabler for sales and marketing teams. We’re in an age where immense amounts of data is at our fingertips. Armed with that data, go-to-market organizations can cover prospects in the pre-decision phase of their journeys and direct their very best efforts where those efforts are likely to produce the best result.”
Wrapping it up,
A marketing strategy can make or break the B2B revenue cycle. If targeted efficiently, it can influence the B2B buyers towards B2B vendors sooner with a simplified buying process, ensuring long-term customer experience. However, if not leveraged properly, it can just reverse the game, leading to lost customers and brand reputation. Utilizing AI-powered tools for marketing efforts is definitely the key to driving a B2B revenue stream.
