Leveraging AI for B2B Personalization in Content Marketing

The ability to capture and retain audience attention with relevant and engaging content is pivotal, especially for B2B marketing personalization. As companies expand their content production across various platforms—ranging from insightful blog posts, engaging video content, innovative educational offerings, to practical templates—they encounter a formidable challenge: the efficient and effective matching of this vast and diverse volume of content with the right B2B audience. This task, crucial for activating user bases and attracting new B2B clients, presents a significant hurdle. The manual curation of content to meet individual preferences and interests is not only time-consuming but also necessitates an impractical expansion of manpower.

1. Navigating the Content Volume and Diversity Challenge in B2B Marketing

Managing the volume and variety of content can overwhelm even the most robust content teams. From blog posts to videos, the key challenge isn’t just creating high-quality content but ensuring it finds its way to the right B2B audience.

Right now, most marketing teams are tagging content pretty manually. They have to decide what tags matter to them, create a directory of those tags, and try and keep everyone accountable and consistent in applying those tags.

There are two huge issues with this approach:

• It doesn't scale well by any definition of "scale." You can only manage so many tags, but even with a couple dozen, the manual effort to apply those adds time to every single piece of content.
• Let's pretend you have 100 unique content tags. That pales in comparison to how many topics a content marketing team will have covered. At ATC, we auto-tag from an ocean of 60 MILLION (yea, MILLION) topics. No training. It just happens.

2. Unleashing the Power of AI-Powered Content Matching for B2B Personalization

Artificial Intelligence (AI) offers a groundbreaking solution to the B2B personalization challenge. By meticulously analyzing user interactions and behaviors within the B2B sector, AI can construct detailed interest graphs, enabling automated, highly personalized content recommendations tailored to the unique needs of B2B audiences.

This is artificial intelligence in action as applied to a real marketing and sales problem with meaningful results. The core of this is automatically creating interest graphs based on a lot of overwhelming data you already have like emails opens and clicks, website visits, sales rep notes, and more directly from your marketing automation system and CRM.

What you see there is the interest graph for yours truly in ATC. No one put those there. They were assigned to me. There's no workflow required to do that. Those things are there automatically for every single contact.

And for the people who are new to your marketing and sales databases or, you know, are just disengaged, we've got you there, too, with our auto-enrichment feature that finds and analyzes contacts' LinkedIn profiles and posts.

3. Seamless Integration with Your Core Systems: Advancing B2B Website Personalization

The integration of AI-driven solutions with platforms like HubSpot, Pardot and others marks a significant evolution in B2B website, email, and chat personalization. This harmonious integration facilitates the straightforward synchronization of contact information and the implementation of nuanced content recommendations, streamlining the marketing workflow for B2B professionals.

You already have an email tool you love. And a CMS you love. Well, maybe not love, but at least know. #amiright?

The last thing you need is ANOTHER landing page tool or email tool or chat bot provider.

4. Personalized Content Recommendations: Elevating B2B User Engagement

At the heart of ATC is our ability to deliver bespoke content suggestions, crucial for B2B marketing personalization. This level of personalization ensures that B2B users are more engaged, leading to improved satisfaction and higher conversion rates. Better email opens and clicks. Longer website visits and more pages per visit. More revenue per marketing contact. Better utilization of content assets.

Yeah. You read that right. More revenue and more efficiency.

All those recommendations get right back to where you do all the great work you already do today. For us here at Air Traffic Control, that's in HubSpot. Check it out:

First, here is a quick look at some recommended content for me in ATC based on our tagged content and everything our system knows about me:

From there, those recommendations make their way right back to HubSpot. We put three recommendations of every type of content you have and give you Properties (or Tokens for you Marketo fans) for each item's

• Headline
• Image
• Link

So you'll get something like this updated for every contact every single day:

5. Scaling Efficiency in B2B Content Strategy Through Automation

Automating the recommendation process enhances the B2B user experience while introducing unmatched efficiency into content strategy execution. This allows businesses to amplify their content initiatives without a corresponding increase in resources, a vital strategy in B2B marketing personalization.

Think about it this way: rather than write->distribute once -> start all over again...

You can, instead, write something great and it'll reach your prospects and customers for years across all your marketing channels. Not only do you get better marketing results. You get better marketing efficiency.

6. Gleaning Insights from Content Performance for B2B Personalization

This AI-driven approach extends beyond personalization, offering in-depth insights into content performance and B2B user preferences. These analytics are critical for refining B2B content strategies, ensuring you remain aligned with your audience's evolving interests.

This does for your known, captured audience what SEMRush and Ahrefs have done for generating anonymous, organic traffic.

Conclusion

AI isn't some big, gnarly pit of science that we throw words into and hope for acceptable magic.

Well, sometimes it is.

But not here. The magic is in what marketers and salespeople have created and continue to create. Content. Engagement. Customers. From all of that there's a wealth of AI-enabled opportunity and we're thrilled to be opening that up for people. It's easy to get started (for free). Won't you take a Test Flight?