The Intelligent Use of AI in B-to-B Marketing: What Marketers Need to Know

September 6, 2017

Executive Summary

Thought leaders, futurists and prognosticators alike are increasingly writing and talking about AI - what it is, what it means, how robots will destroy the world. But, little has been discussed around how to intelligently plan and execute an AI strategy for B2B marketing. As a marketer, you need to be ready. Among the many compelling stats out there, Garter predicts that by 2020, 85% of customer interactions will be managed without a human. Time to raise that AI IQ! After all, utilizing smart technology is only effective if it's applied in a smart way. Attendees heard from two award-winning, B2B marketing innovators with first-hand knowledge and left practical advice for increasing AI IQ.

In this session, attendees learned:

  • How B2B brands are using AI
  • Distinguishing AI's promise from the reality
  • Tools and platforms you should consider
  • AI's impact on digital performance metrics

Ted Kohnen
Managing Director
Stein IAS, Americas and Asia

Michael Ruby
Chief Content and Experience Officer
Stein IAS

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