Elevate B2B Marketing News Weekly Roundup

B2B marketers rely on creative ideas, strategies and tactics to stand out in the increasingly competitive marketplace. This week’s roundup looks at how many marketers are now deploying AI and the importance of applying the ‘B2B Creativity Formula’.

B2B Marketers Turning to AI

At a time when automated solutions are being rapidly adopted by companies of all sizes, a recent survey of B2B marketers revealed that one of the strongest drivers of innovation and business growth are AI-powered marketing solutions. 39% of companies said they are now using AI to improve marketing campaigns and customer engagement.

AI is being used in a variety of ways, including to:

  • Improve customer segmentation
  • Optimise marketing campaigns
  • Provide detailed analytics
  • Personalise messaging

Data-driven solutions such as AI enable B2B marketers to tailor campaigns to specific customer segments, gain insight into customer behaviour and generate more leads.

The B2B Creativity Formula

B2B marketers also need the right creative formula to succeed. According to research by Forrester, ‘The B2B Creativity Formula’ is the key to creating memorable marketing experiences for B2B buyers. It combines three key ingredients – creating, connecting and converting.

  • Creating: Creating content and campaigns that engage buyers and tell powerful stories will help B2B marketers differentiate themselves from their competitors.
  • Connecting: Connecting with buyers on a personal level is essential. Marketers must use storytelling techniques to create an emotional bond with their target audiences.
  • Converting: Once B2B marketers have created and connected with buyers, they need to convert – by taking advantage of data-driven techniques such as A/B testing and personalisation.

By applying ‘The B2B Creativity Formula’, B2B marketers will be able to create memorable marketing experiences that attract and retain customers.


The use of AI and the ‘B2B Creativity Formula’ are key drivers of success for B2B marketers. Issues such as customer segmentation, campaign optimisation and personalisation can all be tackled with AI-powered solutions. With the right creative approach, B2B marketers can create engaging campaigns that will resonate with their target audience.