WPP and IBM have joined forces to launch WPP Open for B2B, a new solution powered by IBM’s watsonx data and AI platform. This collaboration aims to transform B2B marketing by helping marketers identify and engage buying groups more effectively. By leveraging AI technology, the platform will provide insights to optimize engagement and opportunity progression for buying groups, ultimately improving customer ROI.
The partnership with LinkedIn will further enhance the understanding of buyer groups, enabling brands to reach their target buyers more efficiently. By utilizing Watson’s AI capabilities, the platform will offer real-time actionable insights based on trusted data to create personalized and relevant experiences at scale. This approach is expected to revolutionize B2B marketing and provide clients with more effective advertising campaigns.
IBM has already started implementing the platform within its marketing and communications organization to accelerate its AI-powered transformation. With WPP’s expertise in creativity and technology, combined with the innovation on the watsonx platform, IBM aims to drive growth through AI-powered marketing.
WPP Open for B2B is designed for enterprise scale, security, and governance, making it easy to integrate into existing systems. IBM Consulting is the lead change management consulting partner for the solution, helping clients customize the platform and develop employee skills through a collaborative engagement model.
Overall, the collaboration between WPP and IBM is set to reshape the B2B marketing landscape by leveraging AI technology to deliver personalized experiences and optimize engagement with buying groups. This innovative approach is expected to drive growth and improve marketing efficiency for clients in various industries.
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