WPP and IBM have collaborated to launch WPP Open for B2B, a solution powered by IBM’s WatsonX data and AI platform, to address complex B2B marketing challenges. The platform aims to enhance marketers’ ability to identify and engage buying groups, ultimately improving customer ROI. By leveraging WatsonX, WPP and IBM will work with LinkedIn to gain deeper insights into buying groups and enable more effective marketing strategies to reach target buyers.
The impact of this partnership has the potential to significantly benefit Fortune 1000 companies, according to industry analysts. WPP’s Chief Technology Officer highlighted the need for tailored B2B solutions, emphasizing the unique challenges faced in this sector. IBM’s Senior Vice President of Marketing and Communications stressed the importance of personalised experiences for buying groups and the value of actionable insights derived from trusted data sources.
Key capabilities of the WPP Open for B2B platform include the Buying Group Brain powered by AI, which accurately identifies target buying groups in B2B customer accounts. This model informs marketers on delivering consistent, personalised experiences across various channels. Furthermore, the platform offers orchestration and optimisation features to enhance engagement with buying groups and track the effectiveness of marketing initiatives. A Marketing Director Command Center provides AI-driven insights for senior marketers to make data-informed decisions and execute recommended actions.
IBM is implementing this platform within its own marketing and communications operations to drive growth through AI-powered solutions. The collaboration between WPP, IBM, and LinkedIn is built on an open approach that prioritises enterprise scale, security, and easy integration into existing systems. IBM Consulting serves as the change management consulting partner, assisting clients in customizing the platform and enhancing employee skills through collaborative engagement models.
WPP Open for B2B is part of WPP Open, an AI-powered intelligent marketing operating system designed to streamline and automate marketing processes. IBM’s hybrid cloud and AI expertise, along with its commitment to trust and transparency, position the company as a leading global provider in these technologies. With a focus on delivering innovative solutions, IBM and Red Hat’s hybrid cloud platform enable clients to realize digital transformations efficiently and securely.
Overall, the partnership between WPP and IBM, powered by the WatsonX platform, aims to revolutionize B2B marketing strategies and create more impactful, data-driven outcomes for businesses across various industries.
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