The impact of AI technology on B2B sales and marketing is a lot less dramatic and dsystopian than in many areas, where it may pose some genuinely scary threats to life as we know it. However, it is already bringing opportunities and challenges for many B2B marketers and salespeople.
One early challenge for B2B go-to-market teams is the proliferation of copycat content generated by AI algorithms. If you think your target audience are experiencing digital fatigue now - you ain't seen nothing yet! Soon your heartfelt blog, proven sales playbook, LinkedIn post, carefully crafted case studies and artfully created eBooks will be swamped by a Tsunami of competently written but utterly vanilla schlock. Your ability to influence your buyers as they move through their buying journey maybe be forever weakened.
In this blog post, we will provide some suggestions that we hope will help businesses to stand out in the era of copycat content. By focusing on unique value propositions, personalised messaging, human connection, creativity and trust, you can differentiate your brand and make a lasting impact in the crowded digital space.
-
Embrace Your Unique Point of Difference (POD). In the face of copycat content, your unique POD becomes even more critical. Clearly define what sets your offer apart from competitors and emphasise it in your positioning and messaging. Of course, articulate the core values, mission, and strengths of your organisation. But also identify the unique features, benefits, or experiences that only your offer can deliver. When we use our TrustPathTM method to help clients with their positioning and messaging and help them build sales playbooks, we often talk about the "First, Best and Onlys. Are you the first one to offer this solution, or is your offer genuinely the best in class relative to your competition, perhaps you are the only one in your category to offer this solution. If you cannot create a genuine POD you will struggle to win on anything other than price...and the shrinking margins that implies.
-
Personalise Your Messaging: While AI-generated content may be efficient, it often lacks the personal touch that resonates with audiences. To stand out, you must go beyond generic messages. Tailor your content to address your target audience's specific pain points, desires, and aspirations. Use data and analytics to segment your audience as finely as possible and deliver personalised content that speaks directly to their needs. Consider their demographics, preferences, browsing behaviour, and purchase history. By showing that you understand and care about their individual journey, you forge a deeper connection and increase the chances of engagement and conversion.
Usually, we work with HubSpot marketing automation software to help capture the data at a level of detail that allows finer segmentation of target audiences. Automation can do much of the heavy lifting required to "personalise at scale."
-
Humanise Your Brand: In the age of AI, injecting a human touch into your brand becomes crucial for standing out. While AI can automate processes, it cannot replicate the emotional connection that humans seek. Focus on building genuine connections with your audience through storytelling, authentic brand experiences, and human-centric interactions. Showcase the people behind your brand, share behind-the-scenes stories, and foster a sense of community. Engage with your audience through social media, respond to their comments and inquiries, and create opportunities for conversation. Human connection builds trust and fosters loyalty, making your audience more likely to choose your brand over AI-generated alternatives.
-
Emphasise Creativity and Originality: AI algorithms are designed to replicate patterns and generate content based on existing data. However, creativity and originality are qualities that cannot be replicated by machines. Invest in cultivating a culture of creativity within your organisation. Encourage your team to think outside the box, have conversations with customers and prospects, explore new ideas, and challenge conventional thinking. Provide them with the freedom to experiment and take risks. By producing unique, thought-provoking, and original content, you differentiate your brand and capture the attention of your audience in a sea of copycat material.
-
Focus on Building Trust and Credibility: In a world filled with AI-generated content, trust and credibility becomes a genuine differentiator. Be transparent, honest, and reliable in all your interactions. Provide accurate, valuable, genuinely helpful information that your audience and prospects can come to rely on. Cultivate a strong online presence through testimonials, case studies. Remember that user-generated content is a great way to showcase real experiences and positive results. Engage with thought leaders in your industry to strengthen your organisation's credibility. Building trust establishes you as a credible authority, and customers are more likely to choose a trusted source over generic, bland alternatives.
- We anticipate marketing budgets will continue favouring human-centric tactics. Whilst these maybe digitally enabled, these are points of human connection and interaction, for example podcasts and webinars or in-person events such as round tables, briefings and conferences. We would advocate for investing a greater proportion of your marketing funds in these activities while allowing the power of automation to do much of the routine, heavy-lifting.
While the challenge of copycat content from AI may seem daunting, businesses can thrive by clearly articulating their unique point of difference, personalising messaging, humanising their organisation and encouraging staff to be creative and original.
If you would like to discuss g2m's TrustPathTM method for creating unique and impactful positioning and messaging for your sales and marketing teams please feel free to book a time for a discovery call. We'd love to chat!
