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B2B marketers’ AI expectations 2018

Author's avatar By Carolanne Mangles 26 Jul, 2018
Essential Essential topic

Chart of the Day: What do Marketers want from AI?

AI and Machine Learning is not just for the biggest of companies with a large budget - yet many SMEs still think so. There are various ways of adding AI into your business' customer lifecycle, as demonstrated in our infographic below.


Machine learning can be applied to interact with first-time customers and those that show purchase intent, to repeat customers and re-engage lapsed customers. Yet the majority of B2B marketers asked, expect AI to help them with identifying prospective customers and improving marketing effectiveness in driving revenue.

"B2B marketers surveyed for this latest report were twice as likely to say they’re unclear as to the differences between AI, machine learning, and predictive (37%) as to say they have a strong understanding (19%) of how they differ."

Knowledge of AI is still limited, which means AI application is limited - many businesses are missing opportunities to effectively target customers and nurture them through a customer journey with the help from AI.


Author's avatar

By Carolanne Mangles

Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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