In the post-COVID-19 epidemic era, the market research sector, like practically every other area of contemporary life, has experienced rapid transformation. While basic B2B market research concepts remain unchanged, companies throughout the world have had to adapt and adjust their research methodologies as part of this “new reality.”
Market research, in general, begins with a “wide-angle” look at the spheres of influence on a market (such as new and changing consumer habits, rising industry trends, and so on), then zooms in on individual details within a target population.
In-depth market research data collecting and analysis provide companies with “a clear and precise insight of what your consumers desire, what they already enjoy, where they do their own research, and much more.” Leveraging a market’s context helps businesses in:
● Learn how customers use their products or services.
● Distinguish products from the competition
● Set the stage for successful product updates or launches.
● Find new growth opportunities.
Many of us associate artificial intelligence with the thrilling prospects of self-driving cars or the dramatic exhilaration of sci-fi novels. Of course, AI has already had a significant impact on our lives: matching algorithms have reshaped relationships; machine-curated playlists on Spotify affect how people discover and download music, and search engines have fundamentally altered how knowledge is shared.
AI in B2B research today: Custom recruiting
Whether it’s a new big release or an acquisition, the choices that B2B research is supposed to inform are frequently high-stakes and have a high cost of failure. In an ideal world, respondents to B2B surveys, interviews, and so on would be reached at scale in a couple of days, everyone contributing their own unique, specialized insights. In reality, however, achieving time and respondent-targeting requirements might be difficult – especially in specialized or highly technical businesses.
To address this issue, insight leaders are turning to AI-powered search engines that can look for expert information. Researchers can use AI-powered algorithms to identify responses from diverse datasets. This guarantees that firms may obtain data and insights from individuals who are most suited to their requirements, rather than the best from within a restricted network.
Though AI is already making inroads into B2B market research, what we’re witnessing now is only the tip of the iceberg. AI advancements show no signs of halting. Natural language processing, for example, has seen significant development in recent years and represents a significant opportunity for B2B market research.
The virtue of automation is that it is built on other tools, techniques, and technology. This is also true for lead nurturing — by utilizing real-time data, sales professionals can tailor their interactions to be as relevant as possible. Weather data is acquired through email open or click-through rates, social media interaction, or another source completely, automation may help teams collect relevant data across all touchpoints.
Artificial intelligence, on the other hand, has the potential to revolutionize market researchers. Consider a personal assistant AI that processes the content of hundreds of interviews to detect significant themes and offer actionable conclusions without the need for a human to go through each interview by hand. AI technologies, for example, may improve decision-making and free up time for insights leaders to focus on strategic responsibilities.
It’s critical to realize, though, that AI isn’t simply another tool. For the time being, many industrial firms are still depending on outdated market research approaches. However, staying ahead of the competition is essential for corporate success, and automation and artificial intelligence (AI) will be the names of the game in the future.
Market research firms that do not adapt will be unable to give their clients the same quality and amount of data as their AI-adopting rivals. B2B Market research firms that continue to rely on antiquated research methodologies will restrict their own growth and risk supplying inaccurate data to their clients, jeopardizing their decision-making.
Here are five ways we expect B2B marketers will employ AI in the next years:
1 Increase lead generation capabilities
The capacity to collect data and extract insights — in this example, from marketing and sales data using machine learning and predictive analytics — is one of the key roles of AI. Furthermore, certain AI solutions may give insights into prospective buyers to improve customer experience and lead generation.
2 Gain more actionable customer insights
AI is used to collect and analyze data before communicating with consumers and prospects more effectively. Predictive analytics will aid in the forecasting of purchase decisions based on purchasing trends. This is significant and quite beneficial because it is more difficult to observe purchase trends in a B2B scenario.
3 Create more powerful personalization
Marketers may utilize AI to create customized messaging for their customers throughout the customer lifecycle. Email marketing may be enhanced and tailored depending on user behavior using AI modules that modify experiences.
4 Enhance targeting and segmentation
Customer data will be evaluated to produce more focused segments, allowing marketing to be tailored to different groups. AI will be incorporated in location data, allowing advertisers, DSPs (Demand-side platforms), and other users to analyze campaign effectiveness, operational efficiency, and, eventually, the capacity to make real-time choices.
5 Drive intelligent automation
According to the 2021 State of Marketing study by Drift and the Marketing Artificial Intelligence Institute, this is a strategy in which AI is used to increase the efficiency and/or performance of repetitive jobs. By boosting a marketer’s capacity to make better forecasts, automation can help to drive revenue growth. Marketing automation solutions may also improve the effectiveness and efficiency of content development and distribution.
The ROI from an AI platform is multi-layered, utilizing data science, deep learning models, and predictive analytics. Marketers may expect lower data preparation, onboarding, and integration expenses, as well as higher bandwidth activation and greater SLAs.
They may also be able to achieve multichannel conversions and greater conversion rates.
If that’s not enough, regulatory compliance is dynamically handled, eliminating the need to construct several, costly compliance systems. Ultimately, B2B marketers will be able to better forecast the effectiveness of data and campaigns and will be able to provide recommendations on how to improve them for optimal ROI.
If you’re a B2B marketer, there’s just no excuse not to use AI today.
According to Gartner, by 2025, 75 percent of B2B sales organizations before will support additional sales playbooks with AI-led selling solutions. Despite current low adoption rates, increased pressure from vast volumes of data available to sales teams, as well as rejuvenated budgets, is leading many sales executives to invest in AI and machine learning (ML) technology to evaluate data and identify the best next steps.
AI-guided selling also allows for a multi-threaded consumer purchasing experience. In reality, forward-thinking sales teams are already employing AI to assess what material connects with buyers and then recommending tools and content to share with them at the time. This helps buyers connect with analytics to better answer their queries – filtering out the noise – and delivers a better customer experience.
Finally, AI is a really important technology that is currently assisting sales in doing more, working quicker, and delivering better outcomes. AI also enables sales teams to focus on higher-value objectives rather than the boring and time-consuming duties they were performing manually before implementing the technology.
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