B2B marketing is facing a revolution driven by technology. According to a McKinsey survey, 65% of companies use Gen AI around the world, claiming to be one of the main ways to achieve financial return. In general, it is possible to see that companies have been applying generative AI mainly in marketing, sales and development of products and services. And what is the consequence of that?Traditional relationship practices need to make way for increasingly personalized approaches, automated and data-driven, that transform the way businesses connect and close partnerships
No B2B, the sales process is notoriously more elaborate and time-consuming than in B2C. The researchB2B Buyer Behavior Studycarried out by the company DemandGen, points out that, on average, 11 people are involved in B2B negotiations, possibly reaching up to 20 decision-makers per purchase. The elevated number, it is a reflection of the complexity of transactions, since they involve high-value products or services and have a direct impact on the company's operations. Many times, various executive levels need to be consulted, to ensure that the choice is safe, efficient, and aligned with the strategic objectives of the business. In this scenario, personalization, automation and data analysis emerge as essential tools for businesses aiming to grow and stand out in the market
Personalization as the key to strong relationships
Personalization, for example, it is one of the strategies that most impacts the success of B2B marketing campaigns. According to a study byEverage, 88% of professionals in the sector report an increase in conversion rates when they adapt their content to the specific needs of each client. In the B2B context, personalize means more than just addressing the company's name. It is about understanding the specific pains of each consumer, your challenges and, from this, offer tailored solutions
When implementing this strategy, brands can position themselves as trusted partners and experts in the sector, increasing not only the chances of conversion, but also the longevity of the business relationship.
Automation: gains in productivity and efficiency
Another turning point in B2B marketing is automation. Technologies that automate processes and sales allow companies to segment their audiences with greater precision, optimizing resources. The solution also enables closer monitoring of the return on investment (ROI), something crucial in a market where cycles are long and require efficient allocation of time and budget
Other studies conducted by theMcKinsey, indicate that the implementation of Industry 4 technologies.0 can increase productivity by up to 30%. This frees up sales teams to focus on more strategic tasks, such as the creation of personalized campaigns and the development of more robust value propositions
Account-based marketing and data analysis
Practices such as Account-Based Marketing (ABM) are also gaining traction. This activity involves bringing together the efforts of the marketing and sales areas, in strategic actions focused on acquiring qualified and personalized leads, what are called "accounts". According to a study by Siriusdecisions, more than 90% of B2B professionals consider the strategy to be of utmost importance.
By focusing on specific accounts, with high return potential, ABM increases the efficiency of campaigns and reduces sales cycles. Furthermore, the use of data analysis is allowing companies to continuously adjust their strategies. The increasing adoption of big data enables valuable insights that help identify business opportunities, predict buying behaviors and optimize each customer touchpoint
In such a competitive sales environment, this data is the key to adjusting approaches and ensuring that the team is focused on highly qualified leads. Currently, we see how the combination of personalization, automation and data analysis can relieve the burden on teams, ensuring that efforts are directed only towards clients with the highest conversion potential
The future of B2B marketing
B2B marketing is no longer just a tool for reach and visibility but is becoming a crucial element in building long-term relationships. Invest in advanced technological strategies, how artificial intelligence and big data, it is already a necessity for companies that wish to remain competitive. According to the McKinsey researchreleased in May 2024, 5% of companies that claim to use Gen AI in their business already attribute more than 10% of the company's operating profit to the correct use of the tools
Personalization allows for delivering real value to the customer, while automation brings efficiency and precision to the process. Data analysis provides a strategic insight that can transform a company's results. As the sector continues to evolve, these technological tools will be the pillars that will determine the success or failure of B2B marketing campaigns
Those who adopt this transformation quickly will have a significant competitive advantage. After all, in a market where decisions are based on data, personalization and efficiency, being ahead means acquiring new customers and long-term loyalty. Companies that embrace these innovations are building more significant results in the present, it is a legacy of sustainable growth for posterity. The technology, allied to well-structured strategies, it consolidates as the foundation to transform challenges into opportunities and create a differential. The future of B2B marketing is now, and those who act proactively will have the chance to lead this new era of business
