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Artificial Intelligence and Machine Learning in B2B Marketing Automation
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.42 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Even the actual development of the digital world changed the reality of B2B marketing
since now the volume of data increased significantly, and the necessity to focus on the
utilization of data-based innovative solution increased multi-fold. Two such technologies,
which have revolutionised marketing automation, are artificial intelligence (AI) and machine
learning (ML). They can be used in predictive analytics and lead scoring, as well as hyperpersonalised customer engagement and dynamic content, to help organisations maximise
performance, boost customer experience, and ROI. The study provides an overview of the use
of AI and ML in B2B marketing automation, specifically in lead generation, customer
segmentation, and predictive modelling. The study adopts a qualitative approach and is based
on semi-structured interviews that were held with nine players in the industry sector
(marketing, sales, and technical). The data was coded and thematically analysed to extract
important insights using NVivo software. The results are theoretically valuable, as they
introduce a new AI-Enabled B2B Marketing Capability Framework and provide practical
recommendations to those organisations that aim to use AI in their marketing efforts. The
paper also outlines critical implementation challenges, including data readiness and
organisational resistance and notes that companies have to grapple with those challenges in
order to realise the ultimate potential of AI-enabled marketing automation.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence B2B Marketing Customer experience AI chatbot Marketing Automation SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals