Editor’s Note: This post is part of a series featuring speakers from the Marketing Artificial Intelligence Conference (MAICON). For more information, visit www.MAICON.ai.
The B2B buyer’s journey has evolved in a major way: we expect B2B buying to be as seamless as our own personal B2C experiences (think Uber Eats and Netflix).
Thanks to advancements in marketing artificial intelligence (AI), we as marketers can use content marketing to make the experience more personal and relevant than ever before.
So, where to start? We suggest PathFactory.
PathFactory is a content insight and activation platform that helps B2B marketers understand the role of content in the buyer’s journey and discover a new class of data to optimize the path to purchase. It was also named “a cool vendor in technology marketing” by Gartner this year.
So who better to talk content marketing AI with than President and Chief Product Officer of PathFactory, Nick Edouard? Nick (@nickedouard) will be joining us at the Marketing AI Conference (MAICON) this July to discuss, “Should AI Enable You, or Your Buyers?”
In the following interview, Paul Roetzer (@paulroetzer), MAICON Founder, asked Nick to unpack his topic. If you don’t have time to watch the full video, below are three main takeaways. Come see Nick at MAICON for a more in-depth look at AI and buyer enablement.
- B2B buyers are radically consumerized. Our expectation for B2C consumption is permeating our B2B buying behaviors. Use your content marketing to enable them to do their own research in a way that inspires them to purchase.
- B2B buyers want to stay anonymous for much longer. The only way to advance the buyer’s journey is to observe their behavior and respond (and iterate) accordingly.
- The state of marketing personalization is at a macro level. We can do better. AI can enable individualization of every journey.
Sandie Young was formerly the Director of Marketing at Ready North. She started at the agency during the summer of 2012, with experience in magazine journalism and a passion for content marketing. Sandie is a graduate of Ohio University, with a Bachelor of Science from the E.W. Scripps School of Journalism.