Automation, Insights, and Personalized Content at Scale

We’ve been through the initial hype cycle around AI brought on by ChatGPT’s launch, we’ve seen the rise of generative and agentic AI. Today AI is hygiene – AI tools and platforms should be part of everything we do, supporting human ingenuity and reducing toil.  But where are we now in terms of the real world of B2B Marketing and AI?

At Demand AI we meet with B2B marketers every day. Their verdict: we’re making progress, but we can and will do better.

Human Processes vs Automation with AI

If AI can do it, AI should do it. It’s a mantra we live by at Demand AI. It’s how we can cleanse and enrich our customer’s data, and generate powerful engagement with buyers at less than the cost of a ‘lead’ generated from a call centre.

Automation of toil is the lowest-hanging fruit for many B2B marketing organisations – making existing processes more efficient.

AI tools shouldn’t be mistaken for a strategy, and human oversight is critical. But our customers tell us their goal is to make AI part of all processes.

Using AI to Generate Insights from Data

Data is the global currency of marketing, and we hear a lot about the ability of AI tools to parse actionable insights from data.

AI can generate real time, actionable insights from data, and cleanse data. But data and access to data are rarely perfect. For many B2B marketing organisations there are issues around infrastructure, governance, privacy, security. Then there is the challenge of using the right AI tools and platforms to generate insights – before understanding how to action those insights.

Our SAFE product helps customers eliminate inaccuracies, standardize records, and maintain real-time data integrity across their systems. We’re proud to work with our customers to generate deep engagement and actionable insights from content using our Amplifye.ai platform, and then use those insights to create ever more relevant content for their buyers.

But these are problems not all B2B marketing organizations have solved for.

Content Creation and AI

The rise of generative AI tools such as ChatGPT convinced some marketers that humans were no longer needed to create content. After all, if you can create infinite content outputs at the touch of a button, why wouldn’t you? Turns out: lots of good reasons.

The truth is that AI tools help great creators make great content… and lazy ones fail. AI tools are now an integral part of the content-creation process. A smart creator can take an insightful idea and some trusted sources of information and use AI to generate a first draft that will be close to prime time.

Existing content can be easily personalised and curated, by the creator and on the page by the content consumer. At every stage we still need human insight and oversight to avoid contributing to the AI slop that proliferates.

AI tools used well are a great enhancer of human insights and creativity.

Hyper Personalization and Nurture at Scale

For the longest time the dream of B2B marketing has been to market to all potential customers as a 1-2-1 conversation. Personalized communications on a global scale. At Demand AI we believe this is possible today.

With the right data, content and channels of engagement it is possible to reach all potential customers, at the right time, in a way that is relevant to them.

Our own B2B marketing customers tell us that they are reaching this point, in varying degrees of maturity. They are applying AI tools and platforms to enhance every part of the process. Making progress, seeking perfection.

Progress vs Perfection

Parsing feedback from our customers tells us that the progress being made is very exciting and speaks to so much potential. Every marketer is using AI tools and platforms to enhance their practice, engaging active buyers and generating return on investment for their employers.

At Demand AI we pride ourselves on delivering demonstrable ROI for our customers, working with them to improve outcomes and being open about how we do so. Find out more about how we can help you today.