Unlocking B2B Marketing Momentum: Aligning AI and Strategy to Achieve Targets

Do you feel pressured to deliver results especially when sales cycles seem to drag beyond a 6–8-month cycle for no reason?

You’re not alone. According to recent McKinsey research, 76% of CMOs face mounting pressure to demonstrate short-term ROI while managing reduced resources.

However, as we explored in my previous analysis of B2B holiday marketing strategies, challenging times often present the most significant opportunities for growth—if you have the right timing and strategic alignment.

Current Market Landscape

Budget and resource constraints top the list of challenges, so B2B marketers are being forced to make difficult decisions. But it’s not only ‘doom and gloom’—technology is stepping in a big way to lend a hand and is providing innumerable new tools and solutions to enable and empower us to maximise results.

Why You Should Accelerate Your Strategy Now…

Agility and alignment can make all the difference between hitting or missing your goals. Here is how you can take proactive steps to navigate amid the current market challenges.

1. Leverage AI-Powered Tools: Tools like LinkedIn’s Accelerate campaigns can streamline targeting, creative development, and bidding, giving marketers a competitive edge thereof, save time.
2. Align Sales and Marketing: Teams that align closely on goals, messaging, and tactics outperform those that don’t. Sales and marketing alignment can be the secret weapon for those who achieve their goals despite headwinds.

Action Item: Start with an internal alignment session between sales and marketing. Define joint goals, share and synchronise data to ensure both teams are meeting the objective. Apply AI tools to boost efficiency in ad campaigns.

Strategies to Maximise Impact

1. Personalised Targeting Using Intent Data: Intent data can help you identify and determine exactly when your prospects are ready to engage. Use this to drive hyper-targeted messaging that hits the bull’s eye…right people at the right time.

Action Item: Implement signal-based marketing tactics to tailor messages based on real-time customer intent. 

2. AI-Powered Personalisation: Generative AI is reshaping buyer journeys, allowing you to automate responses and personalise content in real-time.

Action Item: Use AI-driven tools to create personalised content and experiences for different audience segments. Leverage data to understand each client’s unique pain points and craft relevant solutions.

3. Boost Engagement with Video Content: Short-form video content, especially on platforms like LinkedIn, is becoming progressively more effective in driving engagement.

Action Item: Produce a concise “Year in Review” video showcasing your company’s achievements and future plans to drive engagement with prospects and clients.

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Shefali Khanna

Shefali Khanna, Chief Marketing Officer and Co-founder at Astrum, India's first specialist Reputation Management advisory, she applies the Science of Persuasion™ to ethically shape public opinion. Leveraging AI-driven insights and advanced analytics, Shefali crafts impactful solutions in Corporate Communications, Online Reputation Management, and Personal Branding. Her approach aligns with Astrum's core belief that "deep insights are the fountainhead of breakthrough thinking." Shefali holds an MBA from SIMS, Pune and a specialization in Digital Marketing from Columbia Business School, USA.