What's left for humans after AI in B2B marketing?

30 Mar 2023 | by Squaredot

Are B2B marketers really going to lose their jobs with the emergence of AI? We can't help but ask if all that remains for us humans in the marketing world are mundane tasks and crunching numbers. Read on to find out how exactly you can compete with automation’s increasing presence.

Are B2B marketers really going to lose their jobs with the emergence of AI? In an age where artificial intelligence is becoming increasingly sophisticated, we can't help but ask if all that remains for us humans in the marketing world are mundane tasks and crunching numbers. However, while AI certainly has a place, particularly when it comes to automating processes, there are still essential roles within B2B marketing requiring a human touch. Read on to find out how exactly you can compete with automation’s increasing presence.

Is the emergence of AI threatening B2B marketers jobs or not?

B2B marketers have had quite the interesting year, with a looming fear of AI possibly taking over their roles, and making them expendable. But despite this worry circulating the industry, there are many areas that require an intrinsic human touch which AI will struggle to replicate. From creating unique strategies and developing creative campaigns to successfully identifying trends in customer behaviour and identifying opportunities for further growth - B2B marketers can breathe a much needed sigh of relief knowing that these jobs remain safe and sound.

Human intervention plays a critical role in audience research and uncovering hidden insights

For B2B marketers, meaningful insights can be buried deep within their audiences – out of reach to Artificial Intelligence. It takes the insight and experience of a B2B marketer to identify trends in buyer behaviour and gain invaluable insights that can help guide crafting an effective strategy. Audience research conducted by B2B marketing agencies also allows marketers to uncover hidden gems when analysing buyer journeys and understand what drives decision makers. Putting these pieces together requires human intervention and expertise which is key in ensuring successful B2B campaigns for the long run.

Ongoing market analysis is vital

The B2B marketing space is constantly evolving with the emergence of new technology and customer behaviour trends, making ongoing market analysis essential for B2B marketers. On top of creating beautiful content, marketers must actively research industry trends and strategies to ensure their campaigns stay relevant. That's why B2B marketers are still desperately needed - without them, who is going to keep up with the marketing trends? Let's be honest - no matter how advanced AI gets, there's no way it will be able to keep up with changing markets effectively unless we give it a human touch.

Differentiation GTM strategy- standing apart from the crowd requires humanity

B2B marketers have to take the bull by the horns when it comes to positioning their brand, and creating a value proposition that stands out. It requires an eye for detail and creativity to craft messaging that really speaks to your target audience. You also need strategy when formulating a go-to-market (GTM) plan to get your message in front of the right people, in the right places, at the right time. Without these vital steps, no B2B brand can even dream of competing with rivals. B2B marketing is still as much an art as it is a science.

Identifying behavioural patterns of customers - Why human experts are best suited for this task?

For B2B marketers, nothing blows a hole in their efforts more than misreading customer behaviour, and understanding what their customers want is becoming increasingly complex. This is why leveraging the expertise of human experts when it comes to identifying B2B buyer behaviour patterns is absolutely vital. The sheer volume of data that goes into understanding buyers' preferences and purchase decisions cannot be adequately processed by even the most sophisticated AI algorithms. With all the insights at their disposal, humans can identify relevant trends and patterns in B2B customer behaviour; something no machine or algorithm can compare to.

Leveraging experience relationships – Are the algorithms up to the task yet or not?

AI has certainly been taking over some roles in B2B marketing, but it can't replace the human factor entirely. AI algorithms are still unable to fully understand strategic thinking and creativity, especially when it comes to leveraging experience and relationships - two key components of successful B2B marketing. AI may help with overall efficiency, but there's simply no substitute for empathy and intuition when gathering insights and identifying trends in customer behaviour.

So are you saying my role as a B2B marketer is in danger?

That depends on what type of B2B marketer you are and the tasks you completed in your role. The emergence of AI in the B2B industry isn't something to be feared but instead embraced. We believe AI can greatly enhance traditional practices like audience research, trends analysis and strategy crafting. Will it make people lose their jobs? Unfortunately…yes. 

While some tasks must still be done by humans such as analysing customer behaviour patterns, designing a GTM plan, developing creative campaigns or even identifying opportunities for further growth, it is up to marketers themselves to utilise both human and tech resources to find the most effective strategies for implementing and delivering successful campaigns in a competitive environment. If you have faith in your skills and business acumen, then embracing automation could be an enlightening moment.

Learn how AI can help you get the edge over competitors with our recommendation of 5 AI tools to identify high value prospects. Or perhaps you are looking for more? Chat to a strategist on how to get your B2B marketing strategy off the ground with one of our FREE 30 min sessions. Book your place here.

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