Marketers can use artificial intelligence to deliver better results with fewer resources. With so many tools available, the challenge lies in finding the right fit.
In this article, you’ll find reviews of nine helpful AI B2B marketing solutions and examples of how to use them. You’ll also learn what AI B2B marketing looks like and how you can overcome some of its biggest challenges.
What is an AI B2B marketing solution?
An AI B2B marketing solution is a digital tool that uses machine learning algorithms, natural language processing and large language models to support or automate marketing tasks for business audiences.
As a result, your AI marketing strategy boosts your B2B sales efforts.
Small business B2B marketing teams can use AI to automate and improve lead generation campaigns. For example, marketing departments can:
Scale sales copy creation without hiring an in-house copywriter
Improve their social media marketing using a tool that predicts the best time to post
Grow sales revenue from direct marketing campaigns using AI-driven optimization
AI B2B marketing solutions come in various shapes and sizes. Some, like Pipedrive, are comprehensive and serve many purposes, including smart content production, AI sales forecasting and AI report generation.
Other, more specialized tools serve a single purpose. For instance, Surfer SEO helps B2B marketers with SEO lead generation by improving their Google rankings. It doesn’t improve PPC or social media management activities.
AI tools won’t replace B2B marketers, though. Humans still need to oversee these solutions, proofread and fact-check outputs and create the overarching campaigns.
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5 AI B2B marketing solution use cases
AI can support B2B marketers in small business management in dozens of ways, from fighting writer’s block to delivering exceptional customer experiences.
According to Pipedrive’s 2024 State of Sales and Marketing report, 76% of professionals think AI will support them.
Here are five of the most impactful use cases.
1. Accelerate content creation
Generative AI (Gen AI) tools like ChatGPT help overworked B2B marketers create copy and images.
According to Pipedrive’s 2024 State of AI in Business report, 79% of businesses that adopted AI cite its ability to improve productivity as the primary motivation.
Higher productivity means marketing teams with tight budgets can create dozens of go-to-market assets, such as customer stories, case studies, blog posts and email newsletters, without hiring expensive freelancers or agencies.
Note: While AI marketing tools can create a first draft, human input is still vital. B2B marketers must edit AI content for accuracy and add unique perspectives that engage, educate and inform discerning buyers.
2. Streamline and automate workflows
AI tools free marketers to focus on more strategic, high-value tasks by automating workflows and time-consuming, repetitive tasks. They help B2B marketers improve time management.
According to Microsoft’s 2024 Work Trend Index, 90% of AI users save time, with 85% saying it helps them focus on tasks.
For example, account-based marketers can use MeetRecord to transcribe sales calls automatically rather than review them individually.
AI-generated briefs help marketers quickly determine customer pain points, eliminating the need to take notes. Automatic transcription also minimizes errors, thereby improving the quality of insights.
3. Forecast future trends or results
CMOs can use AI to predict customer churn and increase retention rates by analyzing user behavior, market trends, transactions and intent data.
Predictive analytics tools run segmentation analysis to classify customer types by identifying signs of churn, such as a decline in product use and an increase in customer service requests.
Once it identifies at-risk buyers, an AI tool creates targeted retention strategies, such as personalized offers, to encourage customer loyalty.
Note: B2B sales teams can use Pipedrive’s AI Sales Assistant to forecast sales success. The assistant analyzes sales data, contacts and prospect engagement to prioritize deals and suggest the next best action.
4. Personalize the customer experience
AI technology lets B2B marketers create personalized emails, go-to-market content and other customer interactions at scale using data from past behavior and encounters.
More relevant, tailored communication improves customer engagement, builds trust and increases conversion rates.
For example, marketers can use customer relationship management (CRM) data to send prospects a bespoke outreach message with Pipedrive’s AI email writer.
Automating the personalization process could make the content sound robotic. However, AI helps small business marketers deliver custom messages to more prospects using natural language.
Personalization is critical in today’s marketing – customers now consider it table stakes. You can deliver that tailored, human touch without sacrificing time with AI.
Moreover, McKinsey’s research finds that teams combining generative AI and personalization efforts are 1.7 times more likely to increase market share. Customers will appreciate the customized service, and executives will thank you for helping the bottom line.
5. Automate prospect nurturing
Conversational AI tools nurture leads and customers around the clock, helping B2B companies long after human marketers log off.
For example, brands can use AI chatbots like Tidio’s Lyro AI Agent to engage website visitors automatically. The bot provides detailed responses to common questions using company data and recommends products or services.
Speaking to a robot may not be for every customer, but many will love the convenience and personalized address of an AI-powered chatbot.
Note: Pipedrive users can leverage Pipedrive’s Chatbot – a LeadBooster feature– to capture information from leads who land on their site, schedule meetings and point them to relevant content. While not AI-powered, this rule-based bot gives you control over conversations and ensures consistent messaging.
What are the top AI B2B marketing solutions?
The B2B AI tool you choose for your small business can determine your success. Use the reviews below to find the right tool for your use case.
1. Pipedrive: best for optimizing marketing and sales processes
Pipedrive is an AI-powered CRM that helps B2B marketers and sales reps streamline, improve and automate various parts of the customer journey.
Here are the tool’s most powerful AI features to support a well-aligned sales and marketing strategy.
AI email writer
Pipedrive’s AI email writer scales outreach efforts by enabling marketers and sales reps to create engaging email marketing messages from a simple prompt.
For instance, use the tool to write a follow-up message to an initial marketing inquiry highlighting your offering and USP. The tool can also personalize emails, using CRM data to address specific pain points or describe a relevant use case.
Prospector
Pipedrive’s AI can find your next customers. Prospector, part of LeadBooster, surfaces potential leads from a database of over 400 million profiles built on buyer personas.
The powerful AI engine updates and verifies up to 800,000 profiles daily to ensure you get accurate and up-to-date contact information.
Campaigns
Use Campaigns as a marketing automation tool to create and manage email marketing campaigns. Craft engaging email templates with a drag-and-drop builder and personalize them using your CRM data.
Campaigns also makes it easy to segment lists and measure your success with email analytics.
Use this information to improve your marketing outreach.
Marketplace and SmartApps
Pipedrive’s AI-powered Marketplace can help you find other AI tools to add to your tech stack. Instead of manually browsing through applications, the SmartApps recommendations automatically suggest relevant tools based on your workflows and behavior.
User opinions
Here’s what Pipedrive customers say about the AI CRM tool:
Users love the platform’s intuitive and highly visual design
AI and automation features make users significantly more productive
Integrations let users save time on context-switching
Price: Plans start at $14 per month when billed annually. There is a 14-day free trial.
2. ChatGPT: best for all-around help
OpenAI’s ChatGPT is a generative AI model that uses natural language processing (NLP) techniques to create text based on training data.
ChatGPT’s primary strength is its versatility. It can help overworked B2B marketers with a wide range of tasks.
Imagine a cybersecurity firm’s marketing team wants to promote a new product offering. They can use ChatGPT to:
Brainstorm content ideas for a new whitepaper
Write a first draft of the whitepaper and supporting landing pages
Create images to promote the product on LinkedIn
Repurpose long-form content into shorter formats for social media and newsletters
Find relevant publications to cover the story
Here’s an example of ChatGPT’s output when asked to brainstorm content ideas:
The more information you give ChatGPT, the better its output will be. A marketing team could improve the example above by providing the tool with information about the target audience’s pain points.
User opinions
Here’s what ChatGPT customers say about the tool:
Marketers feel ChatGPT accelerates their content generation process, creating first drafts quickly
The app is easy to use, and marketers like that they can incorporate it into their daily workflows
Users find that results sometimes lack novelty, as they can be too general and repetitive
Price: A limited version of ChatGPT is available for free. Plus, Pro, Team and Enterprise plans are also available from $20 per month.
3. Surfer: best for improving organic presence
Surfer is an SEO tool that optimizes marketers’ on-page content to improve Google rankings and attract more organic visitors.
Surfer analyzes the top-ranking pages and tells users which topics to cover, how long the content should be and which keywords marketers should include.
For example, ClickUp used Surfer to aggregate search data and find dozens of ways to improve existing content. With Surfer’s help, ClickUp grew non-branded traffic by 85%.
User opinions
Here’s what Surfer customers say about the tool:
Surfer reportedly consistently outperforms competing on-page tools
Users highly rate Surfer’s customer support staff
Surfer can be expensive, especially for power users
Price: The Essential plan starts at $79 per month, billed annually. The Scale plan costs $175 per month when billed annually. Enterprise pricing is available upon request.
4. Hootsuite: best for organized social media
Hootsuite is a social media management platform that helps B2B marketers schedule posts, monitor engagement and analyze performance across multiple social channels.
Hootsuite has AI tools for every part of the social media marketing process. For example, marketers can create photo captions using a generative AI feature instead of brainstorming from scratch.
They can also use an AI scheduling tool to maximize engagement by finding the right time to post.
Hootsuite also has an AI chatbot that answers customer questions outside office hours.
User opinions
Here’s what Hootsuite customers say about the tool:
Users find the all-in-one nature of the platform convenient
AI tools make it easy to automate and optimize social strategies
The analytics are inconsistent with native platforms
Price: Hootsuite’s Standard plan costs $99 per month, billed annually. The Advanced plan costs $249 per month with annual billing. Custom pricing is available upon request.
5. Canva: best for quick and easy design
Canva is a design platform that lets B2B marketers create graphics, ads and pitch decks by following a simple prompt.
The platform’s AI tool, Magic Studio, turns prompts into professional-quality designs. Marketers can also use it to:
Expand and resize images
Remove backgrounds
Animate designs
For example, technology firm Madwire uses Canva’s AI tools to improve design team productivity, employing Magic Studio to quickly create in-house presentations.
User opinions
Here’s what Canva customers say about the tool:
Magic Labs makes design accessible to everyone, regardless of skill
It’s intuitive to use and easy to edit designs
Some users don’t like the inability to work offline
Price: A limited version of Canva is free to use. Premium plans start at $100 per year.
6. Jasper: best for on-brand content creation
Jasper is an AI content marketing platform for B2B marketers. It allows them to create blog posts, ad copy, product descriptions and social media content that aligns with brand voice guidelines.
Jasper’s Brand Voice feature helps maintain consistency across all content, reducing the need for extensive editing.
For example, the digital adoption platform WalkMe used Jasper to scale its content production, saving over 3,000 hours.
User opinions
Here’s what Jasper customers say about the tool:
The wide range of templates makes the tool versatile
Users rate customer support highly
Some users think the platform has a fairly steep learning curve to get the most from AI features
Price: The Creator plan costs $39 per seat and the Pro plan costs $59 per seat, billed annually.
7. Smartly.io: best for optimizing digital marketing campaigns
Smartly.io is an AI platform that automates ad creation, testing and optimization across digital advertising platforms.
Its creative suite lets marketers automate the ad creation process using generative AI, meaning they can create more ads with fewer resources and no specialized skills.
With Smartly, Uber Freight created 25 unique video ads to attract new truck owners and shippers. Smartly.io’s split test helped them identify the best-performing creative, resulting in a 108% increase in click-through rate and a 43% lower cost-per-click.
User opinions
Here’s what Smartly.io customers say about the tool:
Users like the level of customer support and the insights the tool can offer
Campaign management is easy thanks to unified dashboards that blend cross-channel reporting
The learning curve can be steep, with some users recommending expert help
Price: Smartly charges a percentage of your total media spend.
8. HeyGen: best for unlimited video generation
HeyGen is an AI video generator that uses AI avatars and voice synthesis to convert text into videos.
Marketers can create product explainer videos and demos or deliver personalized video messages to prospects without hiring a production team.
For example, resilience platform Tomorrow.io’s marketing team uses HeyGen to scale personalized content production without increasing its budget.
User opinions
Here’s what HeyGen customers say about the tool:
Users positively review the platform’s hyper-realistic avatars
The customer support team is reportedly quick to solve issues
It can be challenging to find the right tone of voice or to convey the desired emotion
Price: A free plan lets marketers create up to three monthly videos. Paid plans start at $24 per month when billed annually.
9. Fullstory: best for easy-to-implement analytic insights
Fullstory is a behavioral data analysis platform that helps B2B marketers understand how customers interact with websites so they can enhance the user experience.
StoryAI, the platform’s built-in artificial intelligence tool, surfaces insights. Its AI agents can summarize recent sessions, alert you to a drop in conversion rate and tell you where users experience the most friction.
User opinions
Here’s what Fullstory customers say about the tool:
AI features mean users get insights and avoid having to sit through hours of session replays
The platform is reportedly easy to use
The learning curve can be steep, and businesses need to invest a lot of time to set up the platform
Price: Fullstory offers three plans: Business, Advanced and Enterprise. Pricing for all of them is available upon request.
How to compare B2B AI tools
You need a way to compare potential AI tools quickly. The quicker you pick a tool, the sooner you’ll start reaping AI’s benefits.
Evaluate tools for your small business using these criteria:
Features | Gauge each tool’s capabilities by reviewing product guides and watching videos to ensure they meet your needs. Whenever possible, choose AI tools that serve several purposes. |
Usability | Pick tools that are easy to learn so your team can use them quickly. Look for a clean interface, simple navigation and easy-to-use dashboards. |
Scalability | Choose tools that will continue to serve your growing needs in the future. Higher plans, flexible pricing and additional features are all good signs. |
Integrations | Assess which tools integrate with your existing technology stack to facilitate data flow. |
Support | Evaluate the level and type of customer support each tool offers – phone, email or live chat. Check the software’s knowledge base to ensure it answers common issues with clear guides. |
Reviews | Review sites like G2 and Capterra to see what other business owners say about each tool. View the overall score and read individual reviews for common complaints. |
Pricing | Set a budget and stick to it to avoid overspending. Compare tools on a per-month, per-user basis. Consider how tool pricing will change as your usage scales. |
Shortlist a couple of tools and sign up for a sales demo or free trial to evaluate each one’s functionality. Involve employees to get their opinions and encourage faster adoption.
How to find and implement an AI B2B marketing solution
Successful implementation starts long before you choose an AI tool. Follow these steps to give yourself the best chance of success:
Assess your needs. Pinpoint the sales and marketing tasks you want to automate or improve using the power of AI. It could be a task you currently struggle with or an outcome you want to achieve. Understanding your needs will focus your search and stop you from getting distracted by tools that don’t serve a purpose.
Choose the right solution. Use the table above to evaluate various AI tools and find an appropriate system for your business. Use free trials and demos to test each tool’s effectiveness before purchasing.
Integrate your AI tool with the rest of your tech stack. Integration ensures data flows seamlessly between applications and helps AI tools create relevant and high-quality outputs. For example, connecting your CRM with a generative AI tool lets you personalize a nurturing email using a previously stated pain point.
Train your team to use AI tools. Marketers who feel confident using AI tools can scale and enhance campaigns effectively. Host an interactive onboarding workshop where you demonstrate the tool’s functionality. Share guides, videos and other support resources to help employees answer questions.
Monitor the performance of your tool and team. Setting KPIs may not apply if you leverage AI to create content. Instead, hold regular meetings with your team to evaluate your AI tool’s performance and identify ways to improve workflows.
While it might be tempting to implement several AI solutions at once, focus on one tool first. Use what you’ve learned to install future tools more quickly and effectively.
How to overcome common AI B2B marketing challenges
While AI B2B marketing solutions can significantly impact your marketing processes, they aren’t infallible.
Increase the chances of a successful implementation by learning to address the most common AI challenges.
Challenge | Solution |
Poor quality data. Training AI models on inaccurate or incomplete data leads to low-quality results. | Provide your tool with as much relevant company, sales and customer data as possible. Upload editorial guidelines if you use a tool to create marketing and sales communications. Take advantage of native integrations that automatically share data between platforms. |
Data privacy concerns. Feeding sensitive data to AI tools raises privacy issues and threatens compliance with data privacy laws like GDPR and CCPA. | Create policies that prevent team members from sharing sensitive data with AI tools. Safeguarding data in this way protects your business from data breaches and reduces the risk of legal action or reputational damage. |
Adoption resistance. Some employees fear AI will make their jobs redundant. | Communicate your reasons for adopting AI and show marketers how tools will improve their work lives. Specifically, demonstrate how AI will free them to focus on high-value tasks. |
Hallucinations and copyright issues. Generative AI can produce plagiarized or factually inaccurate results. | Proofread and fact-check all AI content to verify its accuracy and quality. You’ll ensure you provide the best content to B2B buyers, helping you maintain credibility and trustworthiness. |
B2B marketers must also accept AI tools’ limitations. While solutions will be well-suited to some tasks, like brainstorming content ideas, they’ll struggle at others, like writing a thought leadership article.
Knowing each tool’s shortcomings will stop employees from getting frustrated and ensure they use them properly.
Final thoughts
The right AI B2B marketing solution will help your team generate more leads without significantly increasing the budget or resources.
Use an AI-powered CRM like Pipedrive to align your sales and marketing activity, personalize outreach messages and predict the likelihood that marketing leads will close. It will save you time and drive more conversions.
Sign up for a free 14-day trial to test how Pipedrive’s AI features can improve your B2B marketing efforts.
