Your B2B GTM Isn’t Working: How AI-Powered Tools Can Help
Marketing thought leader Jon Miller regularly talks about how the traditional B2B go-to-market playbook is no longer effective in today's evolving landscape. The traditional "relay race" approach, which relies heavily on SDR teams and linear marketing-to-sales handoffs, is failing to generate sufficient pipeline and leading to high CMO turnover rates.
To succeed today, CMO thought leaders like Miller are arguing that B2B marketers must instead embrace a new playbook that leverages the power of AI-driven tools to personalize content at scale, automate processes, and drive measurable results. Here’s how he thinks it can be done.
Rethinking Email with AI-Driven Personalization
Email remains a critical channel for B2B marketers, but the old approach of generic, sales-focused pitches is no longer effective. To engage today's buyers, marketers must shift to AI-driven, personalized emails that focus on education and value. AI-powered content generation capabilities can help by automatically creating personalized email content at scale tailored to specific personas, industries, and accounts, ensuring that your messaging resonates with each individual recipient.
Automating Processes and Outperforming Traditional SDR Teams
AI-powered tools can help B2B marketers automate key processes, from content creation to lead nurturing, enabling a single operator to outperform traditional SDR teams by 10X. By leveraging AI capabilities to generate personalized content at scale, marketers can focus on high-value activities like strategy and relationship-building, while still delivering the tailored experiences that today's buyers demand.
Building Brand and Emotional Connections
For the 95% of your target audience that isn't actively in-market, building brand awareness and emotional connections is essential. AI-powered content tools can help by enabling marketers to quickly and easily create compelling, branded content across multiple formats, from ebooks to landing pages, ensuring that your brand remains top-of-mind and emotionally resonant with your target audience, no matter how diverse.
Creating Engaging Content for Audiences and Communities
To succeed in the new B2B landscape, marketers must build their own audiences and communities with content so engaging that people will actively subscribe. AI-powered content generation capabilities can help by enabling marketers to quickly create high-quality, personalized content that resonates with their target audiences, driving engagement and building lasting relationships.
Enabling Self-Service Buying with Informative Content
As B2B buyers increasingly prefer online, self-service purchasing, marketers must adapt by providing informative, educational content that empowers buyers to make informed decisions. AI tools like Tofu can help by automatically generating personalized content assets, from product guides to case studies, that enable buyers to self-educate and move through the purchasing process at their own pace.
Leveraging AI-Powered Tools for the New Playbook
Traditional marketing automation platforms were built for the old B2B playbook, but succeeding in the new landscape requires AI-powered tools. By leveraging AI’s content generation and personalization capabilities, marketers can create tailored experiences at scale, automate key processes, and drive measurable results, all while freeing up time and resources to focus on strategy and relationship-building.
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