Behavioral Data Is The Key To Success With AI-Powered B2B Marketing

1
How To Succeed In AI-Powered B2B Marketing

• Focus on Behavioral Data

2
Impact of AI In B2B Marketing

• B2B marketings AI-powered future is closer than
  you think. In just a few years, AI has progressed
  from a promising enabling technology found in a
  few B2B applications to a staple of modern
  martech.
• The data that powers this machine-driven
  marketing and delivers the experiences todays
  B2B buyers expect comes in many different forms.

3
Understand The Significant Differences In How
Data Is Sourced And Refined

• Like the fuel for your car, the data that powers
  an AI-powered marketing engine comes in many
  different grades, depending on how it is
  created, sourced, and refined.
• Assigned data describes static attributes
  observed data describes behaviors and inferred
  data describes a hypothesis drawn from assigned
  and/or observed data.

4
Pay More Attention To What Customers Do Than What
They Say

• Definitive statements of buying intent, such as
  when a prospect posts that they are planning to
  buy, are valuable but also rare.
• To succeed with AI-powered marketing, B2B
  marketers should focus on the actions of their
  customers, from the first anonymous touchpoint to
  post-sale product usage.

5
Collect More And Complementary Signals

• To create a comprehensive view of buyer behavior
  and feed the creation of the most accurate and
  relevant AI-powered experiences.
• B2B marketers will need to collect behavioral
  signals from numerous first- and third-party
  sources.

6
Create A Single Source Of Truth

• B2B marketers should invest in an internally
  developed data management solution or a packaged
  application such as a customer data platform
  (CDP) to improve data quality and create unified
  profiles that incorporate all the data they
  gather.