Partnership between WPP and IBM to Transform B2B Marketing using Generative AI

WPP and IBM recently announced the launch of WPP Open for B2B, a new solution powered by IBM’s watsonx data and AI platform. This collaboration aims to transform the way B2B marketers engage with customers and prospects throughout the buying process. The platform uses AI to identify buying groups and deliver personalized messaging to improve customer ROI.

By leveraging the capabilities of watsonx, WPP and IBM plan to work with LinkedIn to better understand buying groups, allowing brands to market more effectively and reach their target audience. Alan Webber from IDC sees this partnership as a potential force multiplier for Fortune 1000 companies. WPP’s Chief Technology Officer, Stephan Pretorius, highlights the need for B2B marketing solutions that address the unique challenges in the space, which WPP Open for B2B aims to do through the collaboration with IBM and LinkedIn.

IBM’s Senior Vice President of Marketing and Communications, Jonathan Adashek, emphasizes the importance of creating personalized and consistent experiences for buying groups at scale, and the partnership with WPP and LinkedIn aims to deliver actionable insights based on trusted data.

The platform offers capabilities like the Buying Group Brain™ powered by AI, which accurately identifies target buying groups and informs marketers on delivering consistent messaging. Orchestration and optimization features help optimize engagement based on AI insights, and the Marketing Director Command Center acts as an AI assistant for CMOs. These capabilities are supported by the Watsonx governance toolkit to ensure transparency and performance tracking.

IBM has already started implementing the platform within its marketing and communications organization to accelerate its AI-powered marketing transformation. WPP Open for B2B is designed for enterprise-scale integration, security, and governance, with IBM Consulting providing change management consulting support.

WPP is a creative transformation company that aims to build better futures through creativity, while IBM is a global leader in hybrid cloud and AI solutions. The WPP Open for B2B platform is part of WPP Open, an intelligent marketing operating system that integrates with various partners and technologies.

Overall, the collaboration between WPP and IBM is set to revolutionize B2B marketing through generative AI, offering a new way for marketers to engage with buying groups and improve overall customer experience.

Article Source
https://finance.yahoo.com/news/wpp-ibm-team-revolutionize-business-073000008.html