Artificial intelligence is not just a trend in the B2B universe, it is a reality that is revolutionizing the entire buying journey between companies. From automated prospecting to more accurate contract closures, AI has enhanced results, reduced sales cycles, and redefined the roles of marketing and sales professionals.

According to Hélio Azevedo, mentor of Sales Clube, the largest sales community in Brazil, artificial intelligence is shortening distances and increasing the level of personalization in interactions between companies. “AI is enabling predictability and efficiency never before seen in the B2B market. What used to depend on intuition and manual processes can now be automated, tested, and optimized in real time,” he states.

According to the executive, generative AI tools are being used to create personalized content on a large scale, while machine learning algorithms help predict buying behaviors more accurately. “Today we can understand the buying moment based on digital signals that would be imperceptible without AI. This completely changes how we approach our potential clients,” he says.

Another point emphasized by Azevedo is the impact on building trust during the journey. “With well-structured data and intelligent automations, we can create smoother and more relevant journeys with less friction. This quickly generates trust, which is a crucial factor in B2B,” he adds.

Among the main impacts of AI on the B2B journey are:

• Generation of more qualified leads, based on behavioral data analysis;
• Hyper-personalized content, created in real time for different decision-maker profiles;
• Automation of follow-ups, with more precise and contextualized interactions;
• Churn prediction and opportunities, supporting post-sales and expansion strategies.

Helio reinforces that, although AI is a powerful ally, it does not replace the human factor. “Technology is a means, not an end. Companies that combine the smart use of AI with a well-trained team focused on active listening and value generation will be ahead.”

For him, the future of B2B sales has already begun and involves those who know how to use data, technology, and intelligence in an integrated and strategic way.