Working in Marketing, kicking back, relaxing and thinking ”I got this” has never been an option. Things are in constant motion. Trends change, new technology and applications emerge and a curious never-stop-learning and always-be-willing-to-try-new-things mindset is essential. Now is no different. It’s time for marketing to get out of the back seat and drive the AI transformation.
More than ever things are in motion and what’s even more exciting is that marketing departments are in pole position to lead the digital transformation within their organisations. Their deep understanding of how customers flow through their organisation and the touch points with different departments, together with customer data, behaviour analytics, and expertise in managing digital channels make them pivotal in integrating advanced technologies like AI into business strategies. This integration not only enhances customer engagement but also drives operational efficiency and fosters innovation.
For too long marketing has been treated as assistants in their organisations, having difficulties to show the value they bring on bottom line. That’s to change. It’s time for marketing to get out of the back seat assistant role and step up to the strategical advisors and leaders in thier organisation they were always meant to be.
Why marketing should drive the AI transformation
Marketing teams possess a comprehensive view of the customer journey, enabling them to identify opportunities where digital tools can enhance customer experiences across the organisation. By implementing omni-channel strategies, personalising interactions through AI, and creating immersive experiences, marketers can lead initiatives that resonate with modern customers and build a stronger connection between brands and customers. At the same time automating processes back end and improving ways of working in order to create a more effective operations.
For instance, companies like Nike have successfully integrated digital tools into their customer engagement strategies, offering personalised recommendations and seamless shopping experiences through their mobile apps. CXO Recap
In B2B, companies like Salesforce have demonstrated how digital transformation can drive business growth. By leveraging AI-powered analytics and CRM, Salesforce has help organisations streamline sales and marketing efforts, improving lead generation and customer retention. Similarly, HubSpot’s AI-driven content recommendations and automated email campaigns have enabled businesses to deliver some sort of hyper-personalised messaging at scale.
The Shift from Specialists to Generalists in the AI Era
The advent of AI is reshaping traditional marketing roles, making the need for specialists less neccesary and generalists more in demand that can lead and orchestrate the work. AI-powered tools enable marketers to perform tasks across various domains, reducing the reliance on specialized roles.
Sam Altman, CEO of OpenAI, predicts that AI will automate up to 95% of tasks currently performed by marketing agencies and specialists. aiinnovationtimes.com I can not see that change anytime soon, but rather that the work will change from creators to editors, and as above stated the need for generalists rather than specialists.
An example from B2B of this shift can be seen in companies like IBM, where AI-driven marketing automation has allowed teams to optimize account-based marketing (ABM) strategies. With AI, marketers at IBM can identify high-value accounts, personalise engagement tactics, and measure campaign effectiveness in real-time, reducing the dependency on specialized teams for data analysis and segmentation.
Advantages for Senior Marketing Professionals
Senior marketing professionals stand to gain significantly from this transition. Their extensive experience and strategic insight are invaluable in guiding AI-driven initiatives. By combining their deep understanding of market dynamics with AI capabilities, they can lay their layer of experience and expertise on top of the drafts AI has created and quality assure its work. Furthermore, their leadership is crucial in fostering a culture that embraces innovation and continuous learning, ensuring that teams effectively integrate AI tools into their workflows. This positions organisations to remain competitive in an increasingly digital marketplace.
For instance, Adobe’s senior marketing leaders have embraced AI to enhance their B2B marketing efforts. By integrating AI-powered predictive analytics, they have been able to identify emerging market trends, optimize content distribution, and tailor their messaging to specific industries, ensuring maximum impact.
Personalised Communication with AI
AI’s capacity to analyse vast datasets in real-time enables unprecedented levels of personalised communication. By examining customer behaviours, preferences, and interactions, AI allows marketers to deliver tailored messages and offers that enhance engagement and loyalty.
For example, Yum Brands, the parent company of Taco Bell and KFC, has implemented AI-driven marketing campaigns that have led to increased purchases and reduced customer churn. By customising email campaigns based on factors like time and day, they achieved better engagement and more effective promotions. Vogue BusinessWSJ
In the B2B sector, LinkedIn has leveraged AI-driven personalised recommendations to optimize its advertising solutions. By analysing user behavior and engagement patterns, LinkedIn’s AI helps businesses craft highly targeted ads and content, increasing the relevance of their outreach. Additionally, companies like SAP have used AI to personalise webinar invitations, ensuring that prospective clients receive content relevant to their specific business challenges.
Enhancing Personalisation with Solarplexus
As AI continues to redefine marketing, tools like Solarplexus provide a critical advantage by automating personalised content creation at scale while ensuring brand consistency. By leveraging AI, Solarplexus enables marketing teams to deliver hyper-personalised messaging without sacrificing efficiency or alignment with brand identity. Not only does Solarplexus increase the quality of communication by personalising it, it also decreases the amount of work in order to do so. This is particularly valuable in B2B settings, where account-based marketing (ABM) strategies require content to be relevant, targeted, and on-brand across multiple touchpoints.
B2B marketers can use Solarplexus to dynamically generate tailored content for i.e. different industries, job roles, and customer pain points, increasing engagement and conversion rates. This allows marketing teams to focus more on strategy and creative innovation while AI handles execution, reinforcing the shift from specialist-driven marketing functions to AI-empowered generalists. Marketeers shift from hands on creation to orchestrating editors.
Research and Case Studies Supporting the Shift
The integration of AI in marketing is supported by various studies and industry reports. For instance, Adobe’s introduction of AI agents like Agent Orchestrator and Brand Concierge demonstrates the practical applications of AI in optimizing websites, managing content, and delivering personalised customer experiences. These tools aim to streamline processes that previously required extensive time and resources, showcasing AI’s potential to transform marketing operations. Reuters+2Investor’s Business Daily+2TechRadar+2Reuters
Moreover, events like the “Power to the Marketer” festival organized by Vogue Business highlight how brand leaders are merging heritage with modernity to attract new customers and remain competitive. Discussions at the event emphasized the importance of personalisation, tech integration, and innovative approaches to consumer engagement, underscoring the pivotal role of AI in contemporary marketing strategies. Vogue Business
B2B enterprises like Cisco have successfully implemented AI to enhance lead scoring, automating the process of identifying high-value prospects and improving sales alignment. This has enabled Cisco’s marketing and sales teams to focus their efforts on the most promising opportunities, increasing conversion rates and overall efficiency.
Conclusion
If you are not already leading the AI transformation in your organisation, it’s time to get out of the back seat and drive the AI transformation. Marketing departments are at the forefront of driving digital transformation, with AI serving as a catalyst for redefining roles and enhancing personalised communication. The shift from specialists to generalists, empowered by AI, enables more agile and comprehensive marketing strategies. Senior marketing professionals, leveraging their experience and strategic insight, are well-positioned to lead this evolution, ensuring that organizations not only adapt to the digital age but thrive within it. By embracing AI-driven personalization and automation, B2B marketers can drive more effective engagement, streamline operations, and maintain a competitive edge in an increasingly digital-first business environment.
Embrace personalisation to drive customer engagement and growth
