WPP and IBM have partnered to introduce a new B2B solution called WPP Open for B2B, powered by IBM’s watsonx data and AI platform. This collaboration aims to transform the way B2B marketers identify and engage customers and prospects throughout the buying process, particularly targeting complex buying groups. The platform will leverage AI technology to provide real-time insights, optimize engagement, and deliver consistent messaging across various channels. WPP and IBM will work closely with LinkedIn to gain a better understanding of buying groups, facilitating more effective marketing strategies and campaigns.
This joint effort will enable B2B marketers to reach the right audience at the right time and with the right message, addressing the challenges unique to the B2B marketing space. By harnessing the expertise of both organizations and the power of AI technology, WPP Open for B2B offers a comprehensive solution to enhance customer ROI and streamline marketing operations. The collaboration also includes the development of innovative capabilities, such as the Buying Group Brain™ AI model and the Marketing Director Command Center, to empower CMOs with actionable insights and personalized recommendations.
IBM has already begun implementing the watsonx platform within its marketing and communications organization to accelerate its AI-powered transformation. The open approach of WPP Open for B2B ensures enterprise-scale security, governance, and easy integration with existing systems, supported by IBM Consulting as the lead change management consulting partner. This initiative demonstrates a commitment to using AI technology to drive growth and innovation in B2B marketing, with a focus on transparency, accountability, and trust.
WPP and IBM’s collaboration represents a significant advancement in the field of B2B marketing, offering a powerful and reliable solution to address the complex challenges faced by marketers in reaching buying groups. The integration of AI technology and data-driven insights will enable brands to deliver more personalized and effective advertising campaigns, ultimately driving success in the B2B market. By leveraging the collective expertise of WPP, IBM, and LinkedIn, this partnership is poised to revolutionize business-to-business marketing with generative AI.
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https://www.morningstar.com/news/pr-newswire/20240619ny43086/wpp-and-ibm-team-up-to-revolutionize-business-to-business-marketing-with-generative-ai