Artificial intelligence is not just a trend in the B2B universe; it’s a reality that is revolutionizing the entire buying journey between companies. From automated prospecting to more precise contract closures, AI has boosted results, reduced sales cycles, and redefined the roles of marketing and sales professionals.
According to Hélio Azevedo, mentor of Sales Clube, Brazil’s largest sales community, artificial intelligence is shortening distances and increasing the level of personalization in business interactions. “AI is enabling predictability and efficiency never seen before in the B2B market. What once relied on intuition and manual processes can now be automated, tested, and optimized in real time,” he says.
The executive states that generative AI tools are being used to create personalized content at 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 potential customers.”
Another point highlighted by Azevedo is the impact on trust-building during the journey. “With well-structured data and intelligent automation, we can create smoother and more relevant journeys with less friction. This generates trust faster, which is a crucial factor in B2B.”
Among the main impacts of AI on the B2B journey are:
- More qualified lead generation, based on behavioral data analysis;
- Hyper-personalized content, created in real-time for different decision-maker profiles;
- Automated follow-ups with more precise and contextual interactions;
- Churn and opportunity prediction, supporting post-sale and expansion strategies.
Helio emphasizes that while AI is a powerful ally, it does not replace the human factor. “Technology is a means, not the end. Companies that combine intelligent use of AI with a well-trained team focused on active listening and value creation will be ahead of the game.”
For him, the future of B2B sales has already begun and belongs to those who can use data, technology, and intelligence in an integrated and strategic way.
