Whether you see it as a threat, an opportunity or both - AI is here to stay. The question of how B2B sales and marketing will be impacted by AI is the main topic for discussion in this new podcast.
Here are the top 5 takeaways from the podcast discussion:
- Get your marketing foundations set first
Before diving into AI for marketing, ensure you have the fundamentals in place first - your ideal customer, your value prop, go-to-market strategy etc. AI is ultimately just a tool to enhance an already well-performing marketing programme.
- Separate AI hype from reality
Amidst the noise surrounding AI's potential use cases, many remain unproven for the majority of businesses. While being an early adopter is great, valuable insights can be gained by observing others who are actively implementing AI strategies.
- Let software vendors take the lead
Rather than trying to build AI capabilities in-house, leverage the tools being developed and integrated with AI, within the leading marketing, sales, and operational platforms you may already be using.
- Take a holistic digital approach
Don't view AI from just your marketing or operational silo. Take a full client journey view to map out digital strategy, processes, and required tools to best acquire, serve and deliver seamless experiences to customers.
- Build supporting capabilities first
To extract maximum value from AI (and digital transformation in general), prioritise building enablers like business analysis, process automation, and data strategy leveraging 3rd party skills. Having these foundations is the pre-requisite for capitalising on the true potential of AI.
Written by
Emma Buckingham
