Transformations in B2B marketing: how technology is redefining strategies between companies

B2B marketing is facing a technology-driven revolution. According to McKinsey research65% of companies use Gen AI around the world, claiming to be one of the main ways to obtain financial return. In general, it is possible to see that companies have applied generative AI especially in marketing, sales and development of products and services. And what is the consequence of this? Traditional relationship practices need to give way to increasingly personalized, automated and data-based approaches that transform the way businesses connect and close partnerships.

In B2B, the sales process is notoriously more elaborate and time-consuming than in B2C B2B Buyer Behavior Study conducted by DemandGen, points out that, on average, 11 people are involved in B2B negotiations, possibly reaching up to 20 decision makers per purchase. The high number, is a reflection of the complexity of transactions, since they involve products or services of high value and direct impact on company operations. Often, several executive levels need to be consulted, to ensure that the choice is safe, efficient, and aligned with the strategic objectives of the business. In this scenario, customization, automation and data analysis emerge as essential tools for businesses that aim to grow and stand out in the market.

Personalization as key to solid relationships

Personalization, for example, is one of the strategies that most impacts the success of B2B marketing campaigns Evereage88% of industry professionals report an increase in conversion rates by adapting their content to the specific needs of each customer. In the B2B context, personalizing means more than simply addressing the company name. It is about understanding the specific pains of each consumer, their challenges and, from there, offering tailor-made solutions.

By implementing this strategy, brands are able to position themselves as trusted partners and industry experts, increasing not only the chances of conversion, but also the longevity of the business relationship. 

Automation: gains in productivity and efficiency

Another turning point in B2B marketing is automation. Technologies that automate processes and sales allow companies to segment their audiences more accurately, optimizing resources.The solution also enables closer monitoring of return on investment (ROI), something crucial in a market where cycles are long and require an efficient allocation of time and budget.

Other studies conducted by McKinsey, uh they indicate that implementing Industry 4.0 technologies can increase productivity by up to 30%. This frees sales teams to engage in more strategic tasks, such as creating personalized campaigns and developing more robust value propositions.

Account-based marketing and data analysis

Practices such as Account-Based Marketing (ABM) are also gaining strength. This activity is consistent with gathering efforts from the areas of marketing and sales, in strategic actions and focused on acquiring qualified and personalized leads, which are called “contas”. According to a study by Siriusdecisions90% of B2B professionals consider the strategy to be extremely important. 

By focusing on specific accounts with high return potential, ABM increases campaign efficiency and reduces sales cycles. Additionally, the use of data analytics is enabling companies to continually adjust their strategies.The increasing adoption of big data enables valuable insights that help identify business opportunities, predict buying behaviors, and optimize each point of customer contact.

In such a competitive sales environment, this data is key to fine-tuning approaches and ensuring that staff are focused on highly qualified leads. Currently, we see how the combination of personalization, automation and data analytics can ease the burden on teams by ensuring that efforts are only directed to customers with the highest conversion potential.

The future of B2B marketing

B2B marketing is moving from being just a reach and visibility tool to becoming a crucial element in building long-term relationships.Investing in advanced technology strategies such as artificial intelligence and big data is already a necessity for companies looking to stay competitive. According to McKinsey research released in May 2024, 5% of companies that say they use Gen AI in their business already attribute more than 10% of the company's operating profit to the correct use of the tools.

Personalization allows you to deliver real value to the customer, while automation brings efficiency and accuracy to the process. Data analysis offers a strategic vision that can transform the results of a company. As the industry continues to evolve, these technological tools will be the pillars that will determine the success or failure of B2B marketing campaigns.

Those who adopt this transformation quickly will have a significant competitive advantage. After all, in a market where decisions are based on data, personalization and efficiency, being ahead means winning new customers and long-term loyalty. Companies that embrace these innovations are building more expressive results in the present, and a legacy of sustainable growth for posterity. Technology, combined with well-structured strategies, is consolidated as the foundation to turn challenges into opportunities and create a differential. The future of B2B marketing is now, and those who act proactively will have the chance to lead this new era of business.