B2B applications of AI in marketing: Two use cases that matter - MarTech Today

Artificial intelligence and machine learning are proving to be very useful in just about every business function in the enterprise, and marketing is no exception. AI is already impacting marketing, and it's going to further shape the future of how business is done and how relationships are forged between companies and their clients. As I wrote recently in MarTechToday, most AI in marketing applications are focused on B2C use cases, many of which we're very familiar with as consumers ourselves. Most of us know that the ads that show up on Facebook, on banners or on Google are targeting individual users directly based on past behavior, demographic data, location information and more -- a process that couldn't be done at scale without the aid of AI. For companies that sell to businesses, communication between salespeople and marketing teams is critical. A day in the life of a salesperson is often chock-full of tasks that could be seen as marketing-related.