3 Practical Ways to Leverage Artificial Intelligence
Artificial intelligence is revolutionizing B2B marketing. Tools like ChatGPT, Mistral AI, Copilot, and Gemini are already influencing the way customers find and interact with brands. How can your company stand out with AI?
B2B companies are already using artificial intelligence
Did you know that 64% of B2B companies are already using artificial intelligence tools as part of their marketing strategy? AI is a game-changer and is redefining the way brands interact with their customers (Source: Demandbase, 2024).
In the age of AI, your branding must be designed not only for humans but also for the machines that assist them.
Three Key Strategies to Help Your Brand Stand Out
1. Content optimized using artificial intelligence
AI systems like ChatGPT and Copilot rely on data available online to answer users' questions.
AI helps structure, rephrase, and produce SEO-friendly, readable content more efficiently, while addressing search intent.
If your content isn't clear, relevant, and well-structured, you risk going unnoticed in their search results.
Example: If you offer ERP software for SMEs , create a blog post titled “5 ERP Solutions to Simplify the Management of Your SME. ” Then optimize it with keywords such as “SMB ERP software” and “SMB ERP to simplify management.”
Example: A SME that designs connected sensors for water management publishes a guide titled “How to Optimize Water Consumption in an Industrial Setting.” It optimizes its content for search terms such as “IoT water industry” or “smart sensors for water networks.”
Here are 3 practical tips:
- Organize the content on your website using clear headings (H1, H2 tags) and lists to make it readable by AI.
- Diversify your content formats with explainer videos or downloadable guides.
- Create an FAQ (Frequently Asked Questions) section to address your audience’s needs and answer their most common questions. This type of content makes it easier for AI systems to index your content.
Remember: AI systems “read” your site like a human in a hurry. They prefer clear headings, bulleted lists, and well-defined tags. This also improves readability for your actual visitors.
2. Faster creation of multiple formats in a consistent manner
Artificial intelligence enables SMEs to produce more content more quickly, while maintaining consistency in tone, messaging, and structure.
Whether you’re writing product descriptions, web pages, LinkedIn posts, or video scripts, tools like ChatGPT, Jasper, or Notion AI make it easier to create clear content. This content aligns with your brand positioning and can be easily adapted to the specific channel you’re using.
This prevents inconsistencies across different media or communications, even when multiple people are writing the content in-house. The result: a brand that is clearer, more consistent, and therefore more credible.
Let’s takethe example of an industrial equipment manufacturer committed to eco-design. Using AI, the company was able to adapt a single core message “ the fight against planned obsolescence” to various formats in just a few hours : a technical article on its blog, an explanatory sheet for its sales representatives, a LinkedIn post, and a script for a short video.
Each piece of content featured the same key messages and vocabulary, thereby reinforcing the brand’s consistency. By producing content more quickly, the brand was able to maintain a consistent presence and evolve its reputation into that of an innovative and socially conscious brand.
3. Customization
AI allows you to personalize content (emails, landing pages, sales sequences) based on your customers’ profiles while maintaining a consistent brand voice. You can tailor your messages without losing focus, which enhances the relevance and impact of your communication.
Tools such as an AI-powered CRM or chatbot can send information in the former case or provide instant responses to your customers in the latter, all while reflecting your brand's tone and values.
Example: A SaaS company can automate the sending of a sequence of personalized emails at the right time and to the right person. When a prospect creates a free account, a personalized email can be sent automatically: “Hello [First Name], we noticed that you tried our trial version. Here’s a video to help you get the most out of our solution.” After two emails have been sent, the sales representative can automatically receive a reminder to call the prospectall through a CRM tool.
Example: A manufacturer of energy management solutions can use an AI chatbot on its website to guide each visitor based on their sector (service sector, manufacturing, local governments), with a different path depending on their priorities (cost, maintenance, CSR).
You can do this exercise to test the readability of your branding using AI.
- Choose a page from your website that talks about you and/or your products/services.
- Ask ChatGPT: “What do you understand about our company and our products based on this content?”
- Check to see if the answers accurately reflect your mission, your value proposition, and how you help your customers
- If it's not clear, adjust your content or organize it better.
AI can also play a role in marketing analysis. For example, by analyzing the keywords entered in your contact forms, the topics that generate the most engagement on LinkedIn, or the questions asked in customer service, you can identify pain points or areas of interest among your customers. This allows you to refine your messaging and adjust your branding to align with the market’s actual expectations.
As you can see, artificial intelligence doesn't replace your branding, it enhances it, provided you know how to use it.
Episode 3 – How Artificial Intelligence Can Strengthen Your B2B Branding
🔎 In our next episode, we’ll discuss another key strategy for growing your brand: branding on LinkedIn.
See you soon!
- Do you think AI can help you but don’t know where to start?
At Maia Consulting, we help SMEs with their branding strategies, but we can also assist them in developing a strategic approach to using generative AI to improve their day-to-day efficiency.