The Future of B2B Marketing: A Consumer-Centric Approach

Recently, artificial intelligence (AI) has taken center stage within B2B advertising. This has transformed media management from simple email acquisition campaigns and identity graphs, to a nuanced, contextual approach. Many B2B advertising companies are currently using AI technology like advanced algorithms and machine learning to automate and enhance marketing processes, from content generation and analytics to personalization and predictive modeling. While all of this does tend to streamline even the most tedious marketing processes, there is something to be said about the old consumer centric approach to marketing.

More and more consumers are becoming aware that their data and browsing habits are being monitored and used as prospect data that will curate targeted or well-timed advertisements. Some are becoming uncomfortable with the level of hyperpersonalization that has come from it. But it’s easy enough to remedy with a more consumer-centric approach. In most cases, customers are comfortable allowing themselves to share an amount of that prospect data, provided they get something–like personalized content or discounts–in return.In a 2022 study from CMO council and SAS, 81% said they’d be willing to share personal data if they received something of value in return.

Understanding consumer behavior is crucial in B2B advertising because it reveals how decision-makers and stakeholders in other businesses think and act. With this insight, marketers can tailor their strategies to address specific needs and pain points, making their messages more relevant and effective. This understanding also aids in managing the longer sales cycles typical of B2B transactions by creating content that engages potential clients at various stages of their journey. Additionally, it helps in positioning products strategically and fostering long-term relationships, ultimately leading to higher customer satisfaction and retention. By leveraging these insights, B2B marketers can optimize their efforts, stand out from competitors, and achieve better returns on their investments. While AI is impressive and helpful in some facets, it may still struggle to really understand your consumers on a personal level.

Stirista can help with that though. With our data-driven approach to marketing we have solutions to onboard and enrich CRM data, build addressable audience segments with our data, and activate them using B2B display, CTV, or email. We make it possible for businesses to create a campaign and scale it with data that’s updated in real time. This includes our identity graph, OMNA, powered by our ethically sourced prospect data – basically all the bells and whistles you’ll need to get your B2B advertising campaign off the ground!