WPP and IBM have launched a new B2B solution, WPP Open for B2B, powered by IBM’s watsonx data and AI platform. This platform aims to improve B2B marketing by identifying and engaging buying groups more effectively. The collaboration with LinkedIn will help brands understand buying groups better for targeted marketing. Alan Webber, from IDC, believes this partnership has the potential to be a game-changer for Fortune 1000 companies.
WPP’s chief technology officer, Stephan Pretorius, highlights the need for B2B marketing solutions tailored to business needs, different from consumer marketing solutions. With the help of IBM and LinkedIn, WPP aims to address complex challenges in B2B marketing using advanced technology. Through this collaboration, IBM’s senior VP, Jonathan Adashek, mentions the importance of delivering personalized experiences to buying groups at scale, aided by real-time insights from trusted data sources.
LinkedIn’s VP, Penny Price, emphasizes the necessity of establishing trust among buying group stakeholders to achieve success in B2B marketing. The capabilities developed by WPP and IBM on the watsonx platform include AI-powered models for identifying target buying groups, optimizing engagement strategies, and providing insights to marketers for effective campaigns.
IBM has started implementing the new platform internally to enhance its marketing and communications efforts. The open approach of WPP Open for B2B ensures scalability, security, and governance for seamless integration into existing systems. IBM Consulting is assisting clients in customizing and operating the platform to meet their marketing needs effectively.
WPP is known for its creative transformation strategies, aiming to create better futures for people and communities. WPP Open and IBM’s collaboration leverage AI capabilities to streamline marketing operations and provide innovative solutions. IBM’s expertise in hybrid cloud and artificial intelligence enables clients worldwide to harness insights from data and optimize business processes for competitive advantage.
By combining the strengths of WPP, IBM, and LinkedIn, WPP Open for B2B offers a comprehensive solution for B2B marketers to target buying groups efficiently and drive meaningful engagement. The advanced AI capabilities and industry-specific expertise promise to revolutionize B2B marketing and lead to greater success for businesses worldwide.
Article Source
https://newsroom.ibm.com/2024-06-19-WPP-and-IBM-Team-Up-to-Revolutionize-Business-to-Business-Marketing-with-Generative-AI