WPP and IBM have joined forces to introduce WPP Open for B2B, a new solution powered by IBM’s Watsonx AI platform. This innovative tool aims to revolutionize how B2B marketers identify and engage with customers and prospects throughout the buying process. By leveraging the data and AI capabilities of Watsonx, the platform helps marketers address complex B2B marketing challenges, accurately target buying groups, and improve customer ROI.
Buying groups consist of multiple stakeholders with diverse priorities, making it challenging for marketers to deliver a consistent message and guide them towards a purchase. WPP Open for B2B, powered by Watsonx, combines the strengths of both organizations to enable marketers to better understand buying groups and market more effectively. Collaborating with LinkedIn further enhances the platform’s capabilities, allowing brands to reach target buyers with tailored messages.
Utilizing Watsonx, WPP and IBM have developed innovative features for the platform, including the AI-Powered Buying Group Brain™ and Orchestration and Optimization tools. These capabilities enable marketers to identify target buying groups, optimize engagement strategies, and track the effectiveness of marketing activities. Additionally, the CMO Command Center serves as an AI assistant for senior marketers, providing valuable insights and data-driven recommendations.
IBM has already started implementing the platform within its marketing and communications department, with WPP’s expertise in creativity and technology expected to drive IBM’s growth through AI-powered marketing. WPP Open for B2B focuses on enterprise-scale security, governance, and easy integration with existing systems, ensuring a seamless experience for customers. IBM Consulting serves as the primary change management consulting partner, assisting clients in customizing the platform, integrating it into their workflows, and developing employee skills through the IBM Garage engagement model.
Overall, WPP Open for B2B powered by Watsonx represents a significant advancement in B2B marketing, offering marketers a powerful tool to enhance their targeting, engagement, and overall effectiveness. The collaboration between WPP, IBM, and LinkedIn showcases the potential for AI to revolutionize the B2B marketing space and drive better results for businesses worldwide.
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https://lbbonline.com/news/wpp-and-ibm-team-up-to-revolutionise-business-to-business-marketing-with-generative-ai
