How AI can transform customer experience in B2B

Cookie-cutter interactions just don’t sweeten the deal for B2B buyers. Prospects want to feel like their needs are heard and understood by your team—they want to feel convinced that you are passionate about winning and keeping their business. Personalized communications are one of the most effective ways to make prospects feel special at every stage of the buyer’s journey, from their initial self-guided search to the discovery call and customer marketing.

Yet, identifying personalization opportunities for each prospect is no mean feat, especially if you have a large client case. B2B marketers are getting a helping hand from AI, enabling them to identify new opportunities to enhance the customer experience.

AI and ABX: A marriage made in heaven?

Account-based marketing (ABX) is the new kid on the block, turning traditional ABM into a customer-centric power strategy. Although ABM focuses on individual high-value accounts, ABX expands this approach by nurturing and engaging these accounts throughout the entire customer journey and account lifecycle. Think of it like this:

CX + ABM = ABX

Additionally, B2B marketers have already turned to AI to support their ABM efforts, especially SMEs that lack the budget and in-house resources to deploy creative talent like copywriters and designers. For ABX campaigns, you can use AI to inform decision-making, research, and messaging.

ABX is still a fairly new strategy with huge room for innovation. A recent PwC report emphasized that the “landscape of customer engagement is continually evolving with technological advancements.” Similarly, Deloitte found that customer experience experts unanimously agree on the positive impact of AI on CX.

If you’re interested in hearing more about how to implement successful ABX strategies, read our latest eBook.

How AI can contribute to better customer experience

• Increased customer satisfaction: Personalized interactions, proactive support, and streamlined journeys create a positive experience that delights customers and fosters loyalty.
• Improved lead conversion rates: Relevant product recommendations, targeted content, and efficient lead nurturing boost conversion rates and drive revenue growth.
• Enhanced customer retention: AI-powered personalization helps your business build strong relationships with customers, leading to higher retention rates and increased customer lifetime value.
• Operational efficiency: Automating routine tasks can lead to cost savings and improved operational efficiency.

Remember—AI isn’t a golden ticket for success

AI might be the ultimate sidekick for automation, but, its lack of personality can also be its downfall. The human touch is central in marketing for fostering trust, building relationships, and navigating the complexities of B2B transactions and expectations.

For example, one key trait of an excellent account manager or Customer Success Manager (CSM) is their ability to actively listen and ask questions. This skill helps them go beyond surface-level data analysis and really dig deep to understand the client and their needs.

If a client has reservations about the product, human account management teams can quickly make them feel at ease by expressing concern, bridging gaps in their understanding, and providing reassurance.

Whereas, AI acts in ones and zeros. Sure, AI can be a helpful assistant to busy B2B marketers, assisting with things like content generation and analysis. But, it can’t come close to replicating the emotional involvement and investment required by marketers for successful ABX and client satisfaction.

What do AI leaders think?

• Gartner predicts that AI will continue to hugely impact sales and marketing in the next few years. Noting that “AI offers improvement potential for processes. For example, replacing sellers’ educated guesses around what to do next in a complex B2B deal with AI solutions that can reliably detect buyer signals and actions.”
• Deloitte found that CX leaders are in agreement, believing that AI can positively impact sales responsibilities in an ABX strategy. Sales teams are equipping “customer-facing professionals with the data they need to provide more human interactions, personalizing service interactions, and being transparent with customers about AI use.”
• It seems that stakeholders share this sentiment, too. PwC discovered that 70% of CEOs believe AI will significantly change their companies. This shift will affect how companies create, deliver, and capture value. The impact is expected within the next three years.

Deliver exceptional customer experience with Webeo

AI has many use cases for enhancing the customer experience, especially when it comes to personalization. With Webeo, you can personalize website experiences for your visitors. Tailor content to meet their needs at various stages of the buyer’s journey. Utilize our audience builder and extensive data sources to segment by organization, location, size, or industry. You can even identify existing customers.

Instantly connect with your buyer by creating a personalized experience completely relevant to their business, sector, and needs. Book a demo to see Webeo in action.