Insights: Strategic priorities in modern B2B marketing
05.
Leveraging AI and intent data for personalised campaigns
AI and intent data are reshaping how B2B marketers create and target their campaigns. Alyssa Maker from Sana Commerce shares, "We're using AI and intent data from 6sense to create highly personalised campaigns. By analysing the keywords our prospects are exploring, we can understand their interests and tailor our messaging accordingly." This level of personalisation can significantly improve campaign effectiveness and engagement rates.
The multifaceted impact of AI is highlighted by Scott McIvor from Texthelp: "Generative AI is primarily enhancing marketing efficiency and productivity. It's helping us improve personalisation and customer engagement, enhance our content strategy and creation abilities, and fuel data-driven insights and decision-making."
Generative AI is primarily enhancing marketing efficiency and productivity. It's helping us improve personalisation and customer engagement, enhance our content strategy and creation abilities, and fuel data-driven insights and decision-making.
Scott McIvor
Head of Marketing Operations, Texthelp
AI's analytical capabilities are being leveraged in innovative ways, as Adam Smith at ComplyAdvantage points out: "We leverage Gen AI to analyse things more efficiently and in ways that would have taken us much longer before. One way we use it is by analysing qualitative interviews with our investor base, grouping key themes based on demographics or investor types."
The tangible benefits of AI integration are becoming evident. Dimitrios Kales from Informa Markets shares a practical example: "Since implementing these AI-driven tools in 2023, we've seen a 10% increase in our email open rates. It's a true example of how embedded AI within your martech stack can drive actual results on main KPI performance."
The broad application of AI in marketing is emphasised by Philippe Ruttens from Tyk Technologies: "We're using AI extensively in our marketing. It helps with design, content production, editing, and even summarising videos and creating blogs."
Since implementing these AI-driven tools in 2023, we've seen a 10% increase in our email open rates. It's a true example of how embedded AI within your martech stack can drive actual results on main KPI performance.
Dimitrios Kales
Head of Commercial Marketing, Informa Markets
While AI brings numerous benefits, Inessa Marmashova from HYPERVSN adds a note of caution: "It's about using AI where it helps without losing the human element. AI is just helping us work faster, not replacing us."
The strategic advantages of AI are further elaborated by Alex Bacon of Cloud Direct: "We're utilising generative AI to accelerate content creation, which significantly speeds up tasks that would otherwise take much longer and be more costly. This technological leverage allows our team to focus more on strategic planning and enhancing the overall quality of our outputs."
AI and intent data are transforming B2B marketing, enabling unprecedented levels of personalisation and efficiency. While these technologies offer significant advantages in campaign creation, targeting, and analysis, marketers are mindful of maintaining the human touch. The key lies in leveraging AI as a powerful tool to enhance, rather than replace, human creativity and strategic thinking.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.