The artificial intelligence (AI) revolution is no longer “on its way.” It’s here.
In fact, for B2B marketing, AI is quickly moving from a curiosity to an essential part of growth strategies. Today, B2B marketers are relying on artificial intelligence tools for tasks as basic as content creation and those as complex as customized, solution-specific intent models that power digital advertising and content syndication.
The move to AI is already generating a significant return on investment for B2B marketing. A 2023 McKinsey & Co. study found companies that outperform on growth are those that invest more aggressively in digital-led transformations and AI to boost sales and marketing productivity.
The Challenge: Implementing an Effective B2B AI strategy Isn’t Easy.
A 2024 Intercept Scale survey found 78% of companies used GenAI content creation for text, 61% used it for images, 35% used it to create video, and 62% leveraged its insights for data analysis. But here’s the catch: it also showed 38% of respondents were neutral or unsatisfied with their results.
That’s not surprising. Remember, the “A” stands for “artificial.” AI is arguably the most-impactful tech tool ever created, but it still depends on highly trained humans with hands-on experience and lots of practice to maximize its potential.
The Keys to Successful AI Implementation.
Peter Benei, Principal Consultant at Intercept Scale, believes that B2B marketing success with artificial intelligence begins with a vision that brings into focus how AI can have the greatest impact on your business. Once B2B marketers have buy-in on the vision, Benei recommends:
Developing a roadmap that ensures you’re using AI where it matters most, one that focuses on specific uses and helps you plan AI’s role in a manageable and measurable way.
Establishing a policy for using AI. By giving stakeholders clear security and licensing guidelines, you not only protect your data; you build trust in that data and in each AI-driven decision.
Integrating artificial intelligence into every workflow. By doing so, B2B marketing team members get the skills, confidence, and insights they need to generate consistent results. Once they do, they’ll get used to AI being part of everyday operations.
Start using AI to accelerate your entire B2B marketing process. By scaling up, you’ll soon be making faster decisions, boosting output, and shortening time-to-market — all keys to driving ongoing growth and results at scale.
6 Quick Tips on How to Use AI in B2B.
As artificial intelligence becomes part of B2B marketing processes, it rewires your approach to growth and can quickly become the key to keeping an edge on competitors. To maintain that edge, keep these tips in mind:
Use AI for content creation but remember that constant (human) evaluation and monitoring are vital. AI makes the process simple and fast, but content — whether images, video, or text — is effective for B2B marketing only when the message it conveys is personal, relevant, and on-brand. It isn’t a replacement for writers and creators.
Harness AI’s analytical power to stay abreast of buyer behavior, preferences, and demographics. Use it to continuously create targeted, personalized content that pays off in improved engagement and conversion.
Use artificial intelligence to tailor offerings, not just messaging. By doing so, you can target pitches at increasingly specialized customer pain points and needs.
Use AI’s predictive models to understand where B2B buyer behavior and the market are headed. Rooted in historical data, predictive analyses show your B2B marketing team where the potential leads are and guide sales toward the most-promising prospects.
Count on AI not only to find prospects, but as an invaluable tool for finding pockets of growth within your core business. Explore its potential to identify opportunities you may not be considering.
Make artificial intelligence part of your pricing process. Instead of manual pricing, transition toward dynamic models that can automate prices. This allows you to tailor deals to customer segments and improve price discipline.
Make the Most of AI to Improve B2B Intent Marketing.
AI-based solutions can transform your B2B intent marketing, moving it beyond mere category level intelligence to a customized approach that analyzes websites and value propositions in detail using intent keywords and topics weighted specifically to your offerings.
AI-powered tools ensure you have context for intent data. And that’s critical. While volume-based metrics have long been the backbone of intent analysis, high-quantity data alone doesn’t enable B2B marketers to zero in on the topics or products that attract the most attention. Clearly, a more-effective approach relies on high-quantity data combined with high-quality data — knowing the buying stage of accounts and personas can help differentiate between curiosity and readiness to buy.
Artificial intelligence also can be a powerful tool for digital advertising. Use it to create a custom intent model, then execute always-on ad campaigns that target ideal customers everywhere and anywhere they are.
You can also use an AI-powered intent model to convert buying signals into verified contacts at in-market accounts. This ensures your content syndication programs only generate leads from buying groups showing the highest level of relevant research.
To learn more about Intentsify and how our AI-based solutions can enhance your B2B intent marketing, download The Forrester Wave™: B2B Intent Data Providers Q1 2025 report or explore our website.
