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Just as one marketing buzzwords seems to be fading into the background (take a bow, ABM), another one pops up to take its place.

Artificial Intelligence (AI) is fast emerging as B2B marketing’s newest and brightest shiny toy. Everyone seems to be talking about it; new “AI” and “Machine Learning” startups are materializing every week, while many existing companies are suddenly “discovering” that they do AI too.

But just like ABM, behind the AI hype there is a lot of real potential value to be had. In fact, probably more so: without in any way minimizing the effectiveness of ABM, it is no exaggeration to say that AI represents the most powerful and exciting emerging technology today. This is true for B2B Marketing and Sales as much as it is for anyone else.

But it’s precisely because of that excitement that Artificial Intelligence can appear so confusing to us mere marketing mortals. What exactly is AI, and why is everyone getting so excited about it? What distinguishes a genuine AI/Machine Learning vendor from a pretender? And most importantly of all: why should you care?

And care, you certainly should. According to Salesforce’s 2017 State of Marketing survey, highly successful marketing organizations are twice as likely to use AI than their less successful counterparts. What’s more, 57% of marketers polled in the study said that AI was essential to their success, while 53% predicted that AI adoption would continue to gain momentum over the next two years.

This applies to companies of all sizes and industries. AI success stories abound — from Marketo, who used AI to help increase their Win Rate and Average Sales Price by over 40%; to Tipalti, who used advanced Deep Learning AI to support their ABM campaigns and raise conversion rates by 20%.

So what’s all the fuss about, and how can your company take full advantage of this powerful marketing tool?

Download our B2B Marketer’s Guide to Artificial Intelligence to find out:

Introducing: The B2B Marketer's Guide to Artificial Intelligence (AI)

 

Picture credit: iStock

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