When Netflix debuted its global recommendation engine in 2016, it estimated that 80% of subscriber viewing choices were based on personalized recommendations. What if I told you that B2B marketers need to be more like Netflix?
Artificial intelligence has flipped the consumer buyer’s journey on its head. It creates hyper-personalized recommendations based on vast amounts of data, meaning each consumer has a journey tailored to their needs, knowledge level, and preferences. It’s incredibly effective and enables better B2C marketing than we’ve ever seen. Savvy B2B marketers are starting to follow suit, recognizing the need for this level of personalization in the B2B space. There are a few reasons for this.
Here’s the honest truth about AI in marketing: It’s a saturated market. Plenty of vendors claim their solution is AI-powered, but savvy buyers should learn how to see through the sales pitch and determine if they’re on the precipice of transforming their B2B marketing—or just shelling out for snake oil.
Forward-thinking B2B marketers know they need to be using artificial intelligence. But how do you actually use it?
Artificial intelligence is the new normal in B2C—and it should be the new normal in B2B, too. Machine learning is used to shape industry-leading B2C brand experiences, like Netflix and Amazon recommendations or Spotify music suggestions. But B2B buyers demand these same types of experiences—the ones that are highly customized and self-directed.
You already benefit from the use of artificial intelligence every day, whether you know it or not.
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