ChatGPT, Dall-E, and Bard are examples of generative AI (genAI) that is revolutionizing the business-to-business (B2B) sector by processing language, data, and images instantly. While there are many advantages and prospects brought about by this potent technology, we must equally acknowledge that there are many new problems and issues to take into account.
The Power of Generative AI for B2B Brands
It makes sense that 63% of marketing executives intend to invest in genAI during the next 24 months, as B2B marketers must adopt new technologies to remain competitive and advance. The majority of us are currently debating how to use genAI to assist with content production. Is it possible to target certain audiences with content personalization using ChatGPT and other AI-powered tools? Will the content produced by AI remain genuine and consistent with our brand?
Here are four strategies for B2B companies to take advantage of genAI and remain ahead of its issues in order to help clear the air.
Content Creation
Users may create content more quickly thanks to GenAI. Yes, the technology can expedite the writing process and enable teams to produce vast quantities of content more quickly. But what is the limit of content? And is this improved comfort and enjoyment coming at a cost, that is, the non-monetary price that businesses have to pay?
One could argue that there is never too much material, but consumers and content marketers are aware that this is not entirely true. Undoubtedly, too much stuff is possible (particularly generic sort). Teams can, however, always use more when it comes to high-quality material. It's critical to evaluate each piece of content for accuracy, tone, strategy, and message coherence if you intend to use genAI to generate more content.
Personalization
Personalized information is delivered to prospects and customers when and when they need it through efficient B2B marketing. We are aware that doing this strengthens relationships and produces value as well as outcomes. GenAI is now available to assist teams in more effectively customizing our content to target audiences, sectors, and clients. It's crucial to understand that this feature isn't built in. Your AI must be designed, or assigned, to approximate, but not precisely match, the degree of customisation that your company wishes to offer. Recall that only your marketing staff is able to accurately identify the subtleties needed to completely customize your content. Here, a personal touch shouldn't be replaced.
Moreover, marketers may use genAI to identify the content that is most appropriate for each of their target groups. Teams may now identify which content formats (e.g., articles, videos, infographics, ebooks, etc.) work best or generate the most engagement, in addition to customizing the information that buyers and clients interact with. Rather than only concentrating on the specifics of headlines and introductory prose, genAI may recommend and assist you in delivering individualized content packages as your team strives to catch the attention of difficult-to-reach audiences.
Authenticity
Although it is technically possible, should marketers automate the entire content generation process? Without some controls in place, definitely not. For a while, you might get away with it, but viewers will notice the difference. That is authenticity's power.
Here's one of today's most gifted pop stars as an example. The song "Break My Heart" by Dua Lipa features samples from Queen and INXS's 1980s songs. Every high-tech record production trick in the book is used on this tune. Still, it feels new, unique, and genuine. Why? partly because Red Hot Chili Peppers' Chad Smith mixed in some disco-funk with live drums over the song's pre-existing drum machine. Even if it's not immediately apparent, listeners connect with this level of human honesty. It's obvious to listeners. Is it any coincidence that Dua Lipa has made it into one of her biggest hits?
Thus, while genAI can produce material rapidly, it finds it far more difficult to capture a brand's true voice, including tone, values, and messaging. Modify your expectations and apply it to your team's content development. Recall, however, that effective marketing is a synthesis of art and science, and that only human marketers can guarantee that the material is genuinely true to your brand.
Information Analysis
It's safe to say that the majority of us wish we had greater confidence when making decisions. Maybe this explains why 97% of leaders and employees questioned by Oracle stated they want data to enable them to make choices more quickly and intelligently. It's interesting to note that 72% of respondents claimed their organization's massive data volume makes real decision-making impossible. Fortunately, by analyzing data, identifying patterns, and extracting insights that better influence your content strategy, genAI can assist teams in cutting through the noise.
Through the analysis of indicators like bounce rates, click-through rates, and average time on page, you may utilize AI techniques to determine the requirements, preferences, and habits of your audience. Marketing teams can get insights from vast amounts of data more quickly with the aid of AI.
Last Words
All sorts of AI technology are transforming how we all live and work. It's time to establish guidelines for your team's usage of GenAI as it is fundamentally changing the way marketing teams operate. Make room for dialogue and lay forth ground rules. Talk about the use of genAI tools for sales and communications. These discussions can serve as an inspiration for your company's policies and procedures, ensuring that your audience and marketing team are aware of the ways in which genAI is being used to produce content going ahead.
