The Power of Automation: How to Transform B2B Marketing with Artificial Intelligence

Gerri Knilans
4 min readMar 14


Some of today’s biggest brands use artificial intelligence (AI) tools to gain a competitive edge. AI sifts through customer data, targets paid ads, personalizes user experiences and facilitates decision-making. With more than a third of companies reporting the use of AI in their business in 2022, marketers who take advantage of AI tools can stay a step ahead of the competition.

AI Tools That Can Transform Marketing

AI is a set of technologies that enable computers to perform a variety of advanced functions that mimic human behavior. Unlike automation, which primarily processes data and completes repetitive tasks, AI evaluates and emulates human actions, language and decisions. For marketers considering AI tools, it’s no longer a question of when to adopt them. Instead, it’s a matter of determining which tools will contribute the greatest value to the achievement of their overall marketing strategy. Here are some of the most popular AI marketing tools and applications to consider:

  1. Content editing tools are integrated with many platforms, browsers and other applications to offer editing or language corrections and suggestions. From emails to word processing to website copy, these tools use AI to recognize errors, reword sentences or suggest replacement words. Tools like Grammarly and Wordtune can also use AI to fine-tune the tone of phrases, shorten or expand sentences and offer personalized analytics.
  2. Content development tools have been making waves with programs like ChatGPT’s flexible chatbot interface that is quickly gaining traction and attention. Similar content creation tools such as Jasper, Copysmith and ai have been available for several years and help creators develop marketing content such as blogs, product descriptions and website copy. These tools are helpful resources when generating ideas or creating a compelling headline, but they don’t offer direct expertise or innovative ideas intrinsic to valuable thought leadership.
  3. Email is a cornerstone of B2B marketing. Automation is a proven way to help marketers increase volume, boost frequency and process data about email lists. Meanwhile, AI can be a powerful tool to enhance a user’s email experience. Since email is a flexible platform, there are various types of specialized AI to support email and newsletter marketing. For example, Optimail uses AI technology to monitor individual subscriber behavior for hyper-personalization. Drift Email is an AI tool that sorts through email replies from newsletter subscribers to offer personalized responses and act on those replies. Seventh Sense is an email marketing tool that uses artificial intelligence to automatically select the best delivery time per recipient.
  4. Chatbots can play an important role in conversation marketing. Chatbots are communication tools utilized across digital platforms and leverage AI and machine learning to simulate human conversations. Website chatbots address frequently asked questions or offer 24/7 service. A chatbot can also schedule appointments, or direct users to related content, a specialized product or a customer service representative. Zendesk, Intercom and Drift are popular chatbot software tools. There are also options available that integrate with CRMs or website design platforms.
  5. Media monitoring refers to the practice of tracking mentions of a brand across social media, consumer review sites, press and media outlets, and linked content. Tools like Brandwatch and SignalAI help marketers understand who is talking about their companies and what they’re saying. This allows brands to gain valuable target market insights and address challenges as they occur. Marketers can also leverage monitoring tools to track competitors or industry trends.
  6. Data analytics primarily involves the collection, organization and analysis of mass amounts of customer, company and industry data. Data is vital to helping businesses and marketers make informed decisions about their marketing tactics. AI can augment the process by enabling analytics tools to identify patterns, learn from past behavior, make predictions and even modify a campaign based on data. Popular tools in this category can be integrated with a company’s overall data dashboard, such as Dealtale. These tools can also be integrated with CRM systems, such as Optimove and Hubspot.

AI Empowers Valuable Relationships

Despite their purpose of simulating human activities, AI will never completely replace marketers, sales and support teams. A personal connection and human touch are always at the center of successful business growth. AI offers another tool that organizations can leverage to better facilitate a meaningful customer relationship. AI can address common questions, perform simple tasks and collect data. This allows sales, marketing and customer service teams to focus on more in-depth communication, problem-solving and revenue-generating projects. By empowering teams to focus on overcoming challenges, innovating new solutions, and creating valuable connections, AI sets businesses apart from the pack.



Gerri Knilans

Marketing communications strategist. The right message. The right medium. Guaranteed.