AI in B2B Marketing

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Partnering with an AI-aware marketing agency is key

As the advancements in artificial intelligence (AI) continue to shape the business landscape, it’s crucial for B2B marketers to understand the potential benefits and challenges of integrating AI into their marketing efforts. While AI offers valuable tools and automation, it’s important to approach its implementation cautiously and ensure that you have proper training, protocol, and processes for employees – especially as an agency servicing clients. Businesses hiring agencies should also understand the significance of partnering with vendors aware of the nuances of AI and inquire about these points before making any final decision.

  1. Define Your Objectives: As with any tool, it’s vital to clearly define your marketing objectives first and then identify the areas where AI can assist. Whether it’s lead generation, content personalization, or customer segmentation, having a well-defined purpose will help you assess the relevance and effectiveness of AI solutions.
  2. Understand the Limitations: While AI can bring efficiency and automation, it’s essential to recognize its limitations. AI algorithms depend on data, and biases can inadvertently influence outcomes. Further, its style – when copied directly vs nuanced with the human eye and mind – can be off-brand. Understand the potential pitfalls and ensure that ethical considerations are taken into account during the implementation process and that employees have clear directives on how to work with AI to avoid embarrassing mistakes.
  3. Choose the Right AI Tools: Evaluate and select AI tools that align with your marketing goals. Consider factors such as scalability, compatibility with existing systems, ease of use, and the ability to provide actionable insights. Collaborate with your IT department or seek expert advice to make informed decisions.
  4. Data Quality and Privacy: Data is the fuel that drives AI algorithms. Ensure that your data is accurate, up-to-date, and of high quality. Implement robust data governance practices and prioritize customer privacy and data protection. Ensure that your employees or agency aren’t sharing corporate secrets with tools that may not comply. Compliance with relevant regulations, such as GDPR or CCPA, is crucial for maintaining trust with your B2B customers.
  5. Partnering with an AI-Aware Agency: Let’s be honest, we are all figuring this out together as AI has just become mainstream. That being said, when seeking external assistance, work with a B2B marketing agency that understands the nuances of AI and has been testing its applicability in marketing. Look for agencies with expertise in AI-driven marketing strategies and a track record of successful implementations. They should have a deep understanding of your industry and be able to integrate AI technologies effectively while preserving the human touch.
  6. Collaboration and Training: Collaborate closely with your chosen agency throughout the AI integration process. Communicate your specific requirements and ensure that the agency understands your unique business context. Additionally, invest in training your internal team to leverage AI tools effectively and adapt to the changing dynamics of AI-driven marketing. Ensure that your agency has done the same. Typical agency structure means that, often, junior-level executives are creating content. Confirm with your agency that AI training is in place, inquire about what it looks like, and ask about approvals protocol for all content. Finally, be sure that employees understand that garbage in equals garbage out. AI often produces a recap of the information put in, vs. fact-based value-add.
  7. Continuous Evaluation and Adaptation: Implementing AI in B2B marketing is iterative. Continuously monitor and evaluate the outcomes, making adjustments as needed. Regularly assess the performance of AI algorithms, fine-tune models, and stay updated with the latest AI advancements to optimize your marketing strategies.

AI has the potential to revolutionize B2B marketing by enhancing efficiency, personalization, competitive analysis, and customer insights. However, a cautious approach is necessary to avoid pitfalls and maintain the essential human connection in your marketing efforts. By defining clear objectives, selecting the right tools, prioritizing data quality and privacy, and partnering with an AI-aware agency, you can harness the power of AI while ensuring a balance between automation and human interaction. Remember, AI is a supplement to human efforts, not a complete replacement.

A Brief History of Women in Marketing

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It’s Women’s History Month and we take a. look at the history of women in marketing.

Despite facing significant barriers and discrimination, women have played a critical role in shaping modern marketing and advertising. From the early pioneers who defied expectations, to the trailblazers who pushed boundaries and changed the industry forever.

Of course, women were historically largely excluded from the industry. Like many others, it was seen as a male-dominated field, and women were often relegated to secretarial and administrative roles. However, there were a few trailblazers who defied expectations and made their mark.

One such pioneer was Helen Lansdowne Resor, who in 1908 became the first female copywriter at J. Walter Thompson (now Wunderman Thompson), one of the largest advertising agencies in the world. Resor is credited with developing the “A Skin You Love To Touch” campaign for Woodbury’s Facial Soap, which became one of the most successful ad campaigns of its time.

In the mid-20th century, women began to make more significant strides in marketing. During World War II, women played a critical role in the war effort and were called upon to fill many jobs traditionally held by men. This included marketing and advertising roles, as companies sought to appeal to women who were managing households and making purchasing decisions while their husbands were away at war.

Women such as Mary Wells Lawrence and Charlotte Beers rose to prominence in the industry during this time, founding their own agencies and developing innovative campaigns for clients such as Braniff Airlines and Alka-Seltzer.

In the 1980s and 1990s, women continued to make significant contributions to marketing and advertising while the industry experienced a boom. Women were at the forefront of many of the biggest campaigns of the era.

Women such as Cindy Gallop and Madonna Badger founded their own agencies and pushed boundaries with provocative and groundbreaking campaigns for clients such as Calvin Klein and Victoria’s Secret.

While women as a whole still face gender bias and pay disparities in the industry, they continue to make their mark and break down barriers. Some of our favorites are:

  • Ann Handley, Chief Content Officer of Marketing Profs, best-selling author, and notable keynote speaker who is rethinking the way businesses market themselves.
  • Brittany Driscoll, Co-Founder and Chief Executive Officer of Squeeze, a revolutionary new massage franchise concept from the founders of Drybar.
  • Aliza Freud, Founder & CEO of SheSpeaks, a diverse community of female consumers and influencers in America driving influencer marketing campaigns for brands.

It’s exciting to see women leading more major companies and driving innovation in the industry by starting their own marketing businesses. And a new generation of female marketers is emerging, determined to create a more inclusive and equitable future for the industry.

We’d like to say thank you to the early female pioneers who defied expectations and to the trailblazers who continue to push boundaries and evolve the industry. We’re closing the gap in this traditionally male-dominated industry: according to Zippia, in 2022, 47.8% of marketers were women and 52.5% were men. Women have proven time and again that they are a force to be reckoned with and marketing and advertising are no different. So long, Mad Men.

Medium Interviews Christine Perkett on Leadership Strategies and the Future of Work

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Medium turned to our Founder & CEO, Christine Perkett, for her thoughts, insights, and advice on the future of work and lasting leadership.

Being a leader today requires the same mental fortitude and ability to guide and inspire that it always has. Still, it also entails new levels of understanding and the ability to adapt to an ever-changing and faster-than-ever business environment. This adaptability includes navigating uncertainty like we had to during the pandemic or are doing today with looming recession concerns and mass layoffs.

  • Christine climbing Angel’s Landing in Zion Park, Utah

Christine also shares her thoughts on the top five traits leaders should exemplify now.

Read the full story here.

Christine Perkett Named to Top 30 PR and Marketing Leaders and Influencers

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Our founder, Christine Perkett, was named to PRNews.io’s list of Top 30 PR and marketing leaders and influencers for the third year. 👏🏼💯

She works closely with clients and their CEOs on marketing and PR strategies, branding, fractional CMO support, remote operations and culture, and leadership training.

Need marketing, branding, or operations support? Let us know!

Read the full article.

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