WPP and IBM have teamed up to launch ‘WPP Open for B2B’, a new B2B solution powered by IBM’s watsonx data and AI platform. This tool aims to revolutionize how B2B marketers identify and engage customers and prospects throughout the buying process. The solution includes the ‘AI-powered Buying Group Brain™’ capability, which helps accurately identify target buying groups within B2B customer accounts. The Chief Marketing Officer Command Center, an AI assistant, allows high-level marketers to make more data-driven decisions and execute recommended actions.
Stephan Pretorius, WPP’s chief technology officer, emphasized the importance of reaching the right people with the right message at the right time, which can be challenging in B2B marketing, as it involves multiple stakeholders with different priorities. Jonathan Adashek, IBM’s senior vice president of marketing and communications, highlighted the need for personalized experiences for buying groups at scale, and the collaboration with WPP and LinkedIn aims to provide real-time insights based on trusted data.
Penry Price, Vice President of LinkedIn, emphasized the significance of building relationships and ‘collective trust’ within the entire buyer group in B2B marketing. The partnership with WPP and IBM aims to leverage LinkedIn’s understanding of buyer groups to inform the development of more effective advertising campaigns through ‘WPP Open for B2B’.
Overall, the collaboration between WPP, IBM, and LinkedIn is set to address complex B2B marketing challenges by leveraging AI technology and trusted data to deliver personalized experiences for buying groups. The goal is to help marketers enhance customer ROI by improving targeting, engagement, and overall campaign effectiveness in the B2B space.
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https://marketech-apac.com/wpp-ibm-team-up-to-launch-genai-powered-b2b-marketing-solution/
