Insights: Strategic priorities in modern B2B marketing
09.
Integrating new technologies into existing marketing stacks
B2B marketers are continually evaluating and integrating new technologies to enhance their capabilities. Philippe Ruttens from Tyk Technologies shares, "We're using AI extensively in our marketing. It helps with design, content production, editing, and even summarising videos and creating blogs." However, he also cautions that the human touch remains crucial in interpreting data and crafting compelling narratives.
The importance of balancing AI integration with human expertise is echoed by Inessa Marmashova from HYPERVSN: "It's about using AI where it helps without losing the human element. AI is just helping us work faster, not replacing us."
The transformative potential of AI in decision-making processes is highlighted by Adam Kite from Relex Solutions: "With AI, we have a much larger 'brain' to make these decisions swiftly, influencing how outreach is conducted, messages are crafted, and even how display advertising is rolled out."
With AI, we have a much larger 'brain' to make these decisions swiftly, influencing how outreach is conducted, messages are crafted, and even how display advertising is rolled out.
Adam Kite
Vice President Brand, Content and Marketing Operations, Relex Solutions
Scott McIvor from Texthelp highlights the broad impact of AI across various marketing functions: "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."
Concrete results from AI integration are shared by Dimitrios Kales from Informa Markets: "Generative AI has significantly boosted our marketing automation, especially in two main functionalities: send time optimisation and subject line testing. Since implementing these AI-driven tools in 2023, we've seen a 10% increase in our email open rates."
The crucial role of data integration in leveraging new technologies is emphasised by Joey Lai from Beamery: "CRM data is key. We need a central source of truth for all our data, linked to other systems. Whether it's a data lakehouse or a big business intelligence tool, we need something that can bring all our data together and show us the big picture."
CRM data is key. We need a central source of truth for all our data, linked to other systems. Whether it's a data lakehouse or a big business intelligence tool, we need something that can bring all our data together and show us the big picture.
Joey Lai
Marketing Director for Global Programmes, Beamery
As B2B marketers integrate new technologies, particularly AI, into their existing marketing stacks, they are seeing significant improvements in efficiency, personalisation, and decision-making capabilities. However, the successful integration of these technologies requires a balanced approach that maintains the human element in strategy and creativity. Moreover, effective data integration and management are proving crucial in fully leveraging the potential of these new technologies, allowing marketers to gain comprehensive insights and drive more impactful campaigns.
About 6sense
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