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Facing a need to engage B2B buyers with effective online content while also dealing with an uncertain economy and limited resources, B2B marketers are exploring the promises of generative AI.
But while Gen AI is a formidable tool, it also presents challenges that marketers must overcome, Forrester Research Inc. says in two new reports.
“Marketers need content to engage audiences across the customer lifecycle,” Forrester says in the report, “Generative AI Ignites Change in B2B Content,” by principal analyst Lisa Gately and other analysts. “However, changing buyer dynamics make this a complex undertaking. B2B buyers are exerting more control over their experience, with self-guided interactions making up 51% of the total types of buyer interaction.”
Forrester also notes that 65% of B2B marketers say their companies are investigating, experimenting with, or already using AI to plan and produce content. The plethora of available AI tools, however, requires them to test multiple versions while capabilities and features “change at lightning speed,” Forrester says.
Those tools provide many advantages, Forrester notes in the report, “Generative AI: What It Means For B2B Marketing,” including:
To build effective AI strategies for developing content, Forrester advises B2B companies to align content strategy and use the same AI tools among product, marketing and sales teams.
“Organizations with low content maturity or a fragmented approach won’t achieve the intended impact when using Generative AI,” it says.
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Forrester advises companies to “develop a clear view of your marketing organization’s content competencies and data management capabilities before adopting generative AI. Like any other form of automation, generative AI will amplify and accelerate what is happening now.”
Forrester also advises businesses to engage senior executives and content team members by identifying how generative AI can solve business problems. For example: using AI across multiple stages of the content lifecycle repurpose, refresh and personalize it.
B2B marketers should also use AI to differentiate from the competition with content unique to their organization.
“Stories about customer, expert, or partner experiences … and unique perspectives based on a company’s data or offerings will make content stand out by being specific and authentic,” Forrester says.
Paul Demery is a freelance writer specializing in ecommerce trends. He is based in Savannah, Georgia. Follow him on Twitter @pdemery.
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