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Leveraging AI & technology for B2B marketing success: Insights from Martechopia 2024

It’s no secret that artificial intelligence (AI) has taken the spotlight in the marketing and tech world, especially following its exponential growth since early 2023. At this year’s Martechopia, the leading conference dedicated to the latest in marketing technology, the topic of AI in B2B marketing took central stage, alongside discussions on the metaverse and the evolving martech stack.

From how to start using AI and the latest metaverse advancements to the way the B2B buyer journey has evolved, here are our key takeaways from Martechopia 2024.

AI in B2B marketing

AI’s influence on B2B marketing is undeniable. From generative AI tools producing stunning visuals and videos to AI’s ability to streamline tasks and improve efficiencies, the potential is vast. While tools like Sora are grabbing headlines for their incredible video generation capabilities, there is a huge amount of benefit to be gained in automating our more mundane day-to-day tasks so that we can focus on higher-value activity.

Despite the constant and unavoidable coverage that AI is receiving, one thing is clear – many B2B companies and marketing professionals are still looking at AI and wondering how to get started. To give a sense of scale to this – while there are currently nearly 3 billion WhatsApp users around the globe, only 0.2 billion people are using ChatGPT.

However, most of those early AI adopters are already reaping impressive results. If you want some encouragement (or FOMO), to help motivate you, it could be worth bearing in mind that 92% of Fortune 500 companies are using ChatGPT, and 70% of Microsoft Copilot users reported that it helped them be more productive and improve their efficiency.

The event also covered some practical advice on getting started, including picking a limited number of tools to familiarise yourself with, identifying the time-consuming tasks you’d like to speed up, learning the art of crafting prompts and taking an iterative approach.

The metaverse and B2B marketing

While AI dominated the discussions at this year’s event, the metaverse remained a prominent topic despite not receiving much of the limelight in 2023. With big hardware releases from giants like Apple and Meta, the metaverse could be experiencing a resurgence in interest. PwC presented an initiative in Decentraland, focusing on sustainability, which showcases the metaverse’s potential for immersive brand experiences. Though their initial investment wasn’t trivial, the engagement metrics were impressive as was the promising ROI indicated by the sales pipeline.

Watch this space as the metaverse still has vast potential for immersive marketing experiences.

Supporting the buyer journey

The evolution of the B2B buyer journey and how marketing technology can support that journey also received no undue amount of focus. With some research now showing that 70% of the decision-making process occurs before direct engagement with vendors, marketers must align their content and marketing strategies with this “dark funnel”.

Content remains paramount, but the way we produce and distribute it is changing. The emphasis is on supporting the buyer’s journey with valuable, high-quality and, in a world where people are increasingly protective of their personal data, accessible content.

Technologies like marketing automation, CRM integration, and reverse IP lookup to identify visiting organisations are essential for nurturing potential clients throughout their buying journey, even before direct engagement.

This approach aligns with the trend toward more informed buyers who prefer to engage with vendors later in their decision-making process. By understanding and catering to this behaviour, marketers can position themselves as the first choice for potential clients.

The 2024 edition of Martechopia underscored the importance of embracing AI, understanding the metaverse’s evolving role, and refining our martech stacks. The key is not just about adopting new technologies but integrating them thoughtfully into our B2B marketing strategies to enhance efficiency, creativity, and customer engagement.

As we move into an era where AI becomes a standard part of the toolkit, staying informed and adaptable will be crucial for success. The future of B2B marketing is bright for those ready to innovate and evolve.

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