In today's world of search, mobile, social and now artificial intelligence (AI), mid-size industrials want to know, “Is AI something I can use to gain competitive advantage online”?

For mid-size B2B industrial companies, embracing artificial intelligence (AI) has become a hot topic when it comes to digital marketing strategies. But is AI a necessary tool for these businesses, or is it just another passing trend? Let's dive into the weeds and explore whether a mid-size B2B industrial company needs to embrace AI for their digital marketing efforts.

First, it's important to understand what AI brings to the table in the realm of digital marketing. AI technologies, such as machine learning and natural language processing, enable businesses to gather and analyze vast amounts of data at an unprecedented speed. These capabilities can provide valuable insights into customer behavior, preferences, and trends, allowing businesses to make data-driven decisions and personalize their marketing efforts.

One of the key advantages of AI in digital marketing is its ability to optimize advertising campaigns. AI-powered algorithms can analyze user data, identify patterns, and optimize ad placements to reach the right audience at the right time. This level of precision can lead to higher conversion rates and a more efficient allocation of marketing budgets, which is particularly crucial for mid-size B2B industrial companies with limited resources.

In a practical sense, AI has been built into many of today’s leading marketing automation platforms such HubSpot. As I have said from the start of this blog back in 2015, moving your online marketing assets to a high-quality marketing automation platform such as HubSpot future proofs your digital marketing efforts. Artificial intelligence is the perfect example.

Frankly, if your B2B industrial deployed marketing automation years ago, you need not worry about AI because it is already baked into your MA platform. While your non-MA competitors scramble … “What do we do with AI?”

Moreover, AI can enhance lead generation efforts for B2B industrial companies. By leveraging marketing automation AI, businesses can automate lead scoring and qualification processes, making it easier to identify high-quality leads and nurture them effectively. AI-powered chatbots and virtual assistants can also handle customer inquiries and provide instant support, improving customer satisfaction and saving valuable time and resources for the business. Again, many of the AI features are now built into most marketing automation platforms.

Another area where AI can have a significant impact is content marketing … my favorite. Mid-size B2B industrial companies can utilize AI to generate data-backed insights about their target audience, allowing them to create highly relevant and engaging content. AI-powered content creation tools can automate the writing process, generate personalized recommendations, and even optimize content for search engine rankings, all of which can contribute to a more effective content strategy for savvy industrial marketers.

One of my favorites, Marcus Sheridan, has always preached, “They Ask, You Answer!”, when creating visible and branded content for your website. Well, that is truly the strength of AI. If you ask ChatGPT a specific question, with specific parameters it will spit out a, typically, great answer or article. In seconds.

However, while the benefits of AI in digital marketing are undeniable, it's important to consider the specific circumstances and objectives of a mid-size B2B industrial company. Implementing AI technologies can require a considerable investment in terms of infrastructure, software, and talent. Purchasing HubSpot, onboarding and training costs are a perfect example. Therefore, businesses should carefully evaluate the potential return on investment and the alignment of AI capabilities with their marketing goals before jumping on the bandwagon.

If you have made an investment in a marketing automation platform years ago … congratulate yourself. You are way, way ahead of the industrial marketing curve.

In conclusion, while AI undoubtedly holds great potential for mid-size B2B industrial companies in their digital marketing endeavors, it is not a one-size-fits-all solution. Businesses should carefully assess their marketing objectives, available resources, and data infrastructure before embracing AI.

With a strategic approach and implementing a great marketing automation platform, with AI built in, you can jump to the head of the line when it comes to digital marketing, drive business growth and beat your online competitors to the best leads and dominate brand visibility for your specific industrial sector.