New Ideas in Marketing
Essential news for marketers, summarised by YouGov

A cited study found that 81% of B2B buyers make purchases based on buying experience.

This piece argues that artificial intelligence can help marketers deliver personalised buying experiences and increase the chances of deal closures. Instead of relying on past experiences, AI can be used to generate content which has been previously successful with the brand’s stakeholders.

AI can provide marketers with new recommendations for content that has already proven to be successful in similar situations. The technology can enable the sales team to deliver content that is relevant to a specific stakeholder’s unique needs and interests.

The author contends that to build successful AI tools, organisations must collect all possible data around the brand, sellers, customers and their interaction with the content. This technology is fuelled by data and gets better with time and usage.

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[4 minute read]

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