How B2B Marketers can leverage AI

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As a CMO, I’ve seen firsthand the power of Artificial Intelligence (AI) in revolutionising how businesses operate. But, please note, AI is not just a buzzword or a passing trend – AI is here to stay, and marketers must move beyond the hype and start leveraging it at an expert level. Those not embracing AI will be left behind.

AI offers immense potential to improve the efficiency and effectiveness of B2B marketers. From personalisation to lead scoring and customer insights to ad optimisation, AI-powered tools and strategies can help businesses make better decisions, streamline workflows, and, ultimately, drive better results.

However, it’s essential to approach AI with caution and understanding. While it’s tempting to jump on every AI bandwagon, not all tools are created equal, and not every application of AI will be appropriate for every business. Therefore, working with experts in the field is crucial to identify the right tools and strategies to deliver the best outcomes for your specific business needs.

Improve personalisation

Personalisation is essential in B2B marketing, and AI can take it to the next level. With AI-powered tools, B2B marketers can analyse data in real time and provide personalised content tailored to each customer’s needs and preferences. AI can automate personalisation efforts, save time and resources, and deliver a consistent and relevant customer experience across all touchpoints. AI-powered personalisation helps B2B marketers provide a more tailored and engaging customer experience, building stronger relationships and driving better business results.

Improve lead scoring

AI-powered lead scoring tools can efficiently and accurately identify the most promising leads by analysing large amounts of data. By automating the lead scoring process, businesses can eliminate subjectivity and ensure consistent evaluation based on objective criteria. AI-powered tools can also learn from past data to continuously refine and improve the scoring process. Examples of AI-powered lead-scoring tools include predictive analytics software and models that incorporate natural language processing. Overall, AI-powered lead scoring enables businesses to work more efficiently, focus their resources on promising leads and drive better results.

Create better customer insights

Businesses can use AI to gain insights into customer behaviour, preferences, and needs to enhance customer experiences. AI-powered customer insight tools can detect patterns and trends that may not be immediately obvious to a human analyst, helping businesses better understand their customers’ desires and preferences. AI-powered customer insight tools use natural language processing (NLP) and machine learning algorithms to analyse customer feedback and behaviour, providing businesses with actionable insights to improve their offerings. AI-powered customer insight tools allow businesses to make informed decisions about improving their products and services and engage more effectively with their customers.

Improve sales enablement

AI transforms sales teams’ operations, enabling them to work more efficiently and achieve better business results. AI-powered tools can automate repetitive tasks, provide valuable customer insights, and prioritise leads, improving sales productivity and efficiency. For example, some companies use automation software to handle the commission calculation process, freeing sales teams to focus on selling. Other AI-powered sales tools analyse sales calls and identify effective strategies or predict which leads will most likely convert. As a result, AI-powered sales enablement tools are an effective way for businesses to achieve their sales goals and improve their bottom line.

Deliver enhanced customer experience

Businesses must deliver a seamless and personalised experience to meet customers’ expectations. AI can analyse customer data to provide personalised recommendations, similar to what we see on Amazon and Netflix. Chatbots can offer 24/7 customer service, reducing wait times and improving the experience. AI insights into customer behaviour can allow businesses to tailor the customer journey. AI can also automate customer service, reducing wait times for support. These tools enable businesses to provide an enhanced customer experience that meets expectations in today’s digital age.

Optimise website performance

A company’s website is often the first point of contact with potential customers, making it essential to optimise for speed, functionality and user experience. AI can improve website performance by analysing data, automating maintenance and providing personalised user experiences. Analytics tools can analyse user behaviour to identify areas for improvement, while tools for streamlining maintenance can reduce the workload for website administrators. Personalised website content based on user behaviour, preferences and location can lead to higher conversion rates and customer satisfaction. AI can help businesses maximise the potential of their website, improving the user experience and ultimately driving business growth.

Simplify SEO

SEO is vital for digital marketing success, and AI can simplify these processes. AI-powered tools can analyse website data, automate keyword research and identify areas for improvement, ultimately leading to better content that’s more relevant to users and search engines. In addition, these tools can identify keywords and topics that can improve search engine rankings and detect technical issues that could impact search engine rankings, allowing businesses to make quick fixes and improve visibility.

Increase customer engagement

Businesses can leverage AI to increase customer engagement by analysing data, personalising experiences, and automating communication. AI-powered tools use natural language processing to identify topics relevant to customers, creating targeted content that increases engagement. AI can analyse customer data to make personalised recommendations, fostering loyalty. Chatbots use AI to answer common customer questions and provide support, freeing time for more complex inquiries. Finally, automating communication creates a more seamless customer experience, increasing engagement. By using AI, businesses can build strong customer relationships, driving success in the digital landscape.

Ad campaign optimisation

Businesses can leverage AI to optimise their ad campaigns and increase their return on investment. For example, AI can adjust bids in real time based on data such as device, location, and time of day and make bid adjustments based on historical data and performance trends. AI tools can also analyse ad performance data to recommend changes that increase engagement and conversions, leading to more effective ad campaigns.


AI presents a tremendous opportunity for B2B marketers to increase efficiency, improve decision-making and drive better outcomes for their organisations. By leveraging AI-powered tools and strategies, B2B marketers can automate tedious and repetitive tasks, gain insights into customer behaviour and preferences, and create personalised experiences that drive engagement and conversion.

However, it’s crucial to approach AI cautiously and recognise its limitations. While AI can augment human decision-making and creativity, it cannot replace it entirely. As a result, B2B marketers must still rely on their own expertise and judgement to make the most of the insights provided by AI.

To get started with AI in B2B marketing, I encourage you to explore the wide range of AI-powered tools and platforms available, from predictive analytics and chatbots to personalisation engines and content optimisation tools. It’s also essential to stay up-to-date on the latest developments and best practices in AI through industry publications, online courses, and networking with peers in the field.

By embracing AI, B2B marketers can stay ahead of the curve and drive meaningful results for their clients and organisations while delivering more personalised and engaging customer experiences.

How Resonate’s AI-powered B2B marketing expertise can help your business succeed

As a B2B marketing agency, Resonate has leveraged AI for years to enhance our expertise and deliver exceptional results for our clients. We firmly believe that combining the power of AI with human knowledge and creativity is the key to unlocking the full potential of B2B marketing.

If you’re looking for a partner who can help your business thrive in today’s digital landscape, Resonate is here to help. Our team of experts can work with you to identify the right AI-powered tools and strategies to deliver the best outcomes for your business needs. Contact us today to learn more about how we can help your business win with the power of AI.

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Girish is the CMO & Co-Founder of Resonate.

GV is our Marketing and Delivery head. He keeps our clients’ marketing strategy on track and leads the Resonate team to deliver commercial outcomes.

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