ChatGPT: Disrupting the Traditional B2B Landscape

With more than 40 percent of adults in the United States being aware of ChatGPT, the latest AI wonder has been creating a lot of buzz lately.

What is ChatGPT and how does it impact B2B?

Simply put, ChatGPT is a chatbot which delivers curated content in seconds with a conversational tone using natural language processing. The finer the input query, the more focused is the answer.

Let’s explore what it has to offer B2B and the B2B marketing space.

By leveraging ChatGPT, businesses can deliver enhanced customer engagement, streamline lead generation, optimize processes, and can automate routine tasks. This saves a lot of valuable time and resources.

Salesforce is an example of a business that has adopted ChatGPT to enhance its B2B operations. Salesforce integrated ChatGPT into its CRM platform to provide an AI-powered chatbot called "Einstein Bots."

Share of companies saving money using ChatGPT U.S. 2023

A February 2023 survey of American business leaders found that around a quarter of the companies had saved between $50,000 and $70,000 by leveraging ChatGPT, and 11 percent stated having saved over $100,000 since introducing ChatGPT to their workflow. (Source: Statista)

ChatGPT can also be an invaluable help in B2B marketing when time is limited.

#1 Content Creation:

ChatGPT assists in content writing that can be used for blog posts, social media posts, email campaigns and other marketing materials. You can even influence the voice and tone by asking it to write in a funny, sarcastic, or professional tone.

#2 SEO keyword search:

It can also help SEO and PPC (Pay-Per-Click) strategists identify relevant keywords, meta descriptions, or content structure so that the website ranks higher in search engine results.

#3 Translation for international markets:

ChatGPT can rewrite anything in an alternative language which is useful for businesses doing business in different parts of the world.

It is important to point out that ChatGPT cannot replace human effort completely. It can be seen as a jump starter that gives a baseline of information from which more detailed content can be created. As AI and machine learning continue to evolve, they are expected to deliver greater efficiencies. Content created by ChatGPT should be reviewed before published or activated, but the time-savings are significant as human intelligence may be deployed to more strategic and innovative tasks.

For B2B, this smart-tech is core to managing profitability and advancing your business in an increasingly competitive global economy.

Account-Based Reporting for ABM

One of the greatest benefits of ABM is the detailed account-based reporting that can be shared with sales and marketing users. Whether an account is a potential prospect, a pipeline opportunity, or a growth client, they can be monitored for engagement with marketing communications across most channels.

If you are running any digital display, native or online video campaigns that are targeting specific accounts, then it is important to make sure you are measuring the results accordingly. For example, if you have an ABM campaign with 10 small to mid-sized business accounts and one enterprise account mixed in, then you'll want to know how much of your budget is being allocated to the larger account.

It's possible that almost all of an ABM program budget can be eaten up by a couple of massive companies on the hit list, leaving other accounts starving for attention. This can easily be resolved, but only if you have the data to support the adjustments.

Programmatic B2B Marketing Data Industry ABR (Account-Based Reporting) Sample

5 Questions for a Programmatic ABM Campaign

Technology has become a global frenemy on multiple levels from social media to complex digital advertising platforms. In order for man plus machine to be a winning combination, it is important to simplify your objectives before diving into the deep end of ABM platforms -- especially those that require a significant upfront investment.

Here are 5 easy questions to get your program started on the right track:

1. How many companies (target accounts) do you want to reach?

2. How many people (contacts by job title) do you want to reach?

3. How often to you want to reach them (frequency per day)?

4. How would you like to reach them (digital advertising channels)?

5. Would you also like to send them prospect email (how often)?

These are the introduction quesions on the Programmatic B2B ABM-ROI calculator. Just click on the image below to give it a try.