WPP and IBM have joined forces to introduce a new B2B solution called WPP Open for B2B, powered by IBM’s watsonx data and artificial intelligence platform, aimed at revolutionizing the way B2B marketers connect with customers and prospects throughout the buying process. This initiative will help marketers tackle complex B2B marketing challenges, effectively engage buying groups, and enhance customer ROI. Buying groups consist of various stakeholders with different priorities influencing purchasing decisions, making it challenging for marketers to deliver a consistent message over an extended sales cycle. WPP Open for B2B leverages watsonx to address these challenges and improve marketing outcomes. WPP and IBM will also partner with LinkedIn to provide brands with insights to understand buying groups better and enhance their marketing strategies.
Stephan Pretorius, WPP’s chief technology officer, emphasized the importance of reaching the right audience with relevant messaging across various channels. He noted that existing solutions in the market primarily target individual decision-makers in consumer marketing, highlighting the need for a specialized approach in the B2B space. The collaboration between WPP, IBM, and LinkedIn aims to address the complexities of B2B marketing by combining their expertise and technologies to offer innovative solutions.
Jonathan Adashek, IBM’s senior vice president of marketing and communications, emphasized the significance of creating personalized experiences for buying groups at scale. The partnership with WPP and LinkedIn will provide marketers with real-time insights based on reliable data, enabling them to make informed decisions and enhance their marketing efforts. Adashek expressed excitement about leveraging AI solutions to drive the next evolution of B2B marketing.
Overall, WPP Open for B2B represents a significant step towards transforming B2B marketing practices by leveraging AI and data-driven insights to maximize marketing effectiveness. The collaboration between WPP, IBM, and LinkedIn signals a commitment to addressing the unique challenges faced by B2B marketers and offering innovative solutions to drive better outcomes. With the power of watsonx and the combined expertise of the three companies, B2B marketers can expect to see improved targeting, engagement, and ROI in their marketing efforts.
Article Source
https://www.afaqs.com/news/digital/wpp-and-ibm-partner-to-revolutionise-business-to-business-marketing-using-generative-ai