AI primer for B-to-B Marketers: Understanding the basics of applying artificial intelligence to marketing

This article defines AI and explains its application in marketing including its complexities, benefits and challenges for marketers.

Jim D'Arcangelo, VP of marketing at the employee management platform WhenIWork.com, relies on artificial intelligence (AI) to help fuel the company's B-to-B marketing efforts. By using AI technology to test new marketing offers and create predictive modeling to improve segmentation efforts, the company has made great strides reaching prospects and driving revenue.

"We were able to almost double our revenue and sales opportunity, [quadruple] leads with better lead quality, and more than double sales productivity, all while cutting our cost of acquisition by 60 percent," D'Arcangelo says.

Despite these eye-opening results, most B-to-B companies have yet to jump on the...

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