Craig Dempster is CEO of Trilliad. He brings over 25 years of experience in the marketing technology services industry.
Growth is no longer a straightforward path in the B2B landscape. With artificial intelligence (AI) reshaping industries and redefining how businesses achieve sustainable growth, staying ahead means embracing AI as a strategic partner.
But embracing AI requires viewing it not merely as a tool or driver of innovation, but as a vital lever for securing a competitive edge in a crowded marketplace.
AI As Transformative, Not Trendy
Let’s dispel a myth: AI isn’t just the next wave of shiny technology. It’s a transformative force, integrating seamlessly into the operational backbone of businesses. Especially in B2B, where decisions are data-heavy and relationship-driven, I see AI unlocking opportunities for smarter engagement, streamlined processes and accelerated growth.
The buyer’s journey is no longer linear and has grown more complex. There are many engagements to consider as buyers move back and forth between stages and research information across multiple channels.
For instance, imagine a mid-size IT company searching for a cybersecurity solution. The decision-maker begins by attending a webinar, then visits the vendor’s website, downloads a whitepaper and interacts with a chatbot.
A few days later, they might view case studies shared via email and then revisit the website to request a demo. This could be followed by a lull, where internal discussions take precedence. Weeks later, they engage again by attending a product-focused event or joining a comparison call.
At each touchpoint, AI can enable the vendor to tailor interactions—predicting intent based on past behavior, recommending relevant content and ensuring that every engagement feels personal and timely. I believe this can significantly reduce friction in the buying process and increase the likelihood of conversion.
The Role Of Data Strategies In AI Success
But AI is only as good as the data it consumes. For many businesses, this means rethinking their data strategies entirely. Siloed, inconsistent or incomplete datasets limit AI’s potential, while integrated, high-quality data unlocks its full power. Data is a huge differentiator in the success of AI.
Tips For Building A Unified Data Ecosystem
1. Centralize your data. Invest in tools and platforms that consolidate data from across sales, marketing and customer success. A customer data platform (CDP) can act as a single source of truth.
2. Prioritize data hygiene. Regularly audit data to remove duplicates, fill gaps and standardize formats. Clean data is critical for effective AI insights.
3. Break down silos. Foster collaboration between departments by aligning goals and KPIs, ensuring that data flows seamlessly between teams.
4. Automate where possible. Use AI to maintain and update data in real time, reducing the manual burden and improving accuracy.
Overall, the old mindset of hoarding data within departments must go. AI thrives on connectivity and collaboration. Businesses that cling to siloed thinking—or those unwilling to invest in modern data infrastructure—will likely struggle to harness AI’s full potential.
Fostering A Culture Of AI Innovation
It’s important to keep in mind that embracing AI isn’t about replacing humans—it’s about empowering them. To create a culture of AI innovation, leaders need to encourage experimentation, reward curiosity and break down the fear of failure.
How Leaders Can Foster Innovation
1. Create safe spaces for experimentation. Encourage teams to test new AI tools or strategies on small-scale projects.
2. Reward initiative. Recognize and celebrate individuals or teams who take the lead on AI projects, even if the outcomes aren’t perfect. This reinforces the value of curiosity and effort.
3. Model openness to failure. Share stories of your own experimentation, including challenges or missteps, to normalize the idea that not every attempt will succeed.
4. Upskill teams. Invest in training programs that build AI literacy across functions, from marketing to sales to customer success.
To show all of these steps working together, one global enterprise client of mine—a leading cloud services provider—faced inefficiencies in their lead qualification process. Sales and marketing teams were struggling to identify which leads were worth pursuing, resulting in wasted time and effort. To address this, the organization introduced an AI-powered lead scoring system, which analyzed historical data, behavioral trends and firmographics to assign scores to inbound leads.
Initially, the AI tool was piloted within a single business unit, focusing on enterprise accounts. The pilot revealed that AI-identified high-priority leads closed deals 40% faster and with 25% higher contract values than the traditional lead qualification process. Encouraged by these results, the organization expanded the initiative company-wide, automating lead prioritization for all global sales teams.
This experiment not only streamlined lead qualification but also freed up resources to focus on personalized outreach for key accounts. The success of the pilot helped build trust in AI across the organization, fostering a culture of experimentation and encouraging other departments to adopt AI-driven strategies.
Staying Ahead In The AI Era
The AI revolution is certainly here to stay. And while the road ahead may be uncharted, it’s filled with opportunities for leaders willing to chart a bold course. By aligning AI with strategy, rethinking data and fostering a culture of innovation, B2B organizations can stay ahead of the curve—and their competition.
AI isn’t just a tool for transformation; it’s a compass for navigating the future of business. For those ready to embrace its potential, the time to act is now.
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