AI in B2B Marketing Can Make You a Superhero—with the Right Data 

AI in B2B Marketing Can Make You a Superhero—with the Right Data 

Savannah Bobo

Man with a cape, eyemask, and lightning symbol on his chest - AI in B2B Marketing Can Make You a Superhero with the Right Data

Artificial intelligence (AI) is revolutionizing industries across the board, and manufacturers in virtually every sector are no exception. But AI doesn’t just hand out results like candy. To make it work, you need one critical ingredient: data. And let’s be honest—getting that data can be your biggest battle. This blog will explore how AI in B2B marketing is poised to transform your business and what you need to make it your superpower. 

AI in B2B Marketing: The Game-Changer 

Think AI is a buzzword? Think again. Most manufacturers already see its transformative potential. In fact, 55% of manufacturers believe AI will be a game-changer by 2030 and beyond, according to the Manufacturing Leadership Council. It’s no wonder 78% of manufacturers plan to increase their investments in AI tools, with one-fifth planning a more than 30% increase in spending AI in B2B Marketing. 

So, where is this AI-powered revolution happening? For most manufacturers (65%), it’s about knowledge management—getting the right information to the right people at the right time. Others aim to use it for process improvements (40%) and supply chain/procurement (26%).  

Knowledge management can greatly enhance just about every department, making processes from budgeting to data entry more efficient. For this blog, we’ll cover its potential to improve B2B marketing and sales strategies. 

But here’s the catch: for AI in B2B marketing to deliver on its promises of greater efficiency and smarter processes, it needs to be fed good data first. And that’s where many manufacturers stumble. 

Missing Data: The Supervillain 

Manufacturers aren’t naïve. They know AI isn’t some wizard that conjures insights out of thin air. The biggest barrier to AI adoption? Data issues, with 68% of manufacturers citing it as their top concern. From poor data quality to a lack of contextualization, these problems are the kryptonite to successfully implementing AI in B2B marketing or any other part of your business. 

Add to that the challenge of getting access to data in the first place. For instance, distributors are often reluctant to share critical sales or customer data with manufacturers. Why? Because they fear losing control or exposing vulnerabilities in their operations. Even when data is shared, it quickly becomes outdated, particularly in industries where customer needs and market conditions evolve rapidly. 

Other challenges to collecting data for AI in B2B marketing: 

  1. Distributor Hesitancy: Distributors often withhold data due to competitive concerns. This lack of visibility leaves manufacturers operating in the dark, unable to understand customer needs or buying patterns. 
  1. Fragmented Systems: Many manufacturers operate legacy systems that don’t talk to each other. Data is siloed across departments, making it nearly impossible to create a unified picture. 
  1. Outdated Information: Even when data is collected, it may already be obsolete by the time it’s processed. In fast-moving industries, yesterday’s data is today’s trash. 

These challenges aren’t unkillable Big Bads, but they do require strategic solutions. 

Feeding AI the Data It Needs to Hulk Up 

AI can only be as powerful as the data it’s trained on. To make the most of AI in B2B marketing, you need to identify where valuable data resides and find ways to access it. Let’s look at three key areas where manufacturers can tap into data goldmines. 

Customer Service Applications 

Customer service tools are treasure troves of untapped data. From call records and warranty claims to technical documentation, these applications house insights manufacturers can leverage without massive data harmonization efforts. By looking at common issues and feedback in customer service data, you can get a much clearer picture of the common issues your customers face. 

Warranty Registrations 

Warranty registrations are an underrated source of valuable customer data. They not only tell you who’s buying your products but also provide insights into how they’re being used. Want more warranty registrations? Incentivize your channel partners to submit them. For example, you could offer bonuses or exclusive rewards to distributors who gather and share this information. Over time, this data can fuel your AI systems, giving you a clearer view of your end users. 

AI in B2B Marketing Can Make You a Superhero—with the Right Data 

Open Enrollment Incentive Programs 

When it comes to incentive programs, open enrollment is the way to go. Unlike closed programs, open enrollment allows anyone—customers, channel partners, or even previously unknown users—to participate. You can design registration forms with custom fields to collect the specific data your AI systems need. For example, if you’re looking to understand purchasing behaviors, you could include questions about buying frequency or product preferences. Open enrollment doesn’t just expand your reach; it supercharges your data collection efforts. 

Conclusion 

AI in B2B marketing has the potential to make manufacturers unstoppable, but only if they solve their data problems first. From overcoming distributor hesitancy to incentivizing warranty registrations and leveraging open enrollment programs, there are clear paths to collecting the data your AI needs. 

The takeaway? AI isn’t a magic wand—it’s a tool. And like any tool, it’s only as good as what you put into it. With the right data, manufacturers can transform their marketing strategies, improve customer experiences, and unlock unprecedented growth. The choice is yours: struggle in the dark or become the superhero your industry needs. 

Ready for superhero growth?