‘Why B2B needs artificial intelligence’ – Martech Today
Barry Levine says, “Artificial intelligence (AI) is more than a stylish trend. It goes beyond rules, providing the ability to understand content or language, find patterns that can be applied to the future, digest all kinds of information and make reasoned decisions.
One by one, B2B vendors are rolling out their AI chops — targeting platform Demandbase, CRM and marketing platform Salesforce, account engagement platform YesPath, conversational platform Conversica, and B2B predictive marketer CaliberMind, among a growing list of others.
To get some insight into what this means for businesses selling to businesses, we talked with Raviv Turner, CEO and co-founder of CaliberMind. (Turner will be co-presenting “A Scientific Look at B2B Buying in the Age of AI” at our MarTech Conference next month in San Francisco.)
At the top level, he said, AI helps to solve key challenges that are particular to B2B.
First of all, selling to a business is complicated.
Turner noted that previous research by Gartner found there is an average of 5.4 people on corporate buying teams, a figure that is now estimated to be 6.8 people. Unlike consumer selling, in which buying decisions are usually made by one or two individuals, business buying decisions require an extraordinarily broad and informed consensus”.
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