Artificial intelligence isn't just a trend in the B2B world; it's a reality that's revolutionizing the entire purchasing journey between companies. From automated prospecting to more accurate contract closing, AI has boosted results, shortened sales cycles, and redefined the roles of marketing and sales professionals.
For Hélio Azevedo, mentor of Sales Clube, Brazil's largest sales community, 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 previously depended 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 purchasing behavior more accurately. "Today, we can understand the moment of purchase based on digital signals that would be imperceptible without AI. This completely changes the way we approach our potential customers."
Another point highlighted by Azevedo is the impact on building trust throughout the journey. "With well-structured data and intelligent automation, we can create more fluid and relevant journeys, with less friction. This builds trust more quickly, which is a crucial factor in B2B."
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;
- Automated follow-ups, with more precise and contextualized interactions;
- Churn and opportunity prediction, supporting after-sales and expansion strategies.
Helio emphasizes that, while AI is a powerful ally, it doesn't replace the human factor. "Technology is a means, not an end. Companies that combine the intelligent use of AI with a well-trained team focused on active listening and value creation will be ahead."
For him, the future of B2B sales has already begun and depends on those who know how to use data, technology, and intelligence in an integrated and strategic way.
