As AI continues to infiltrate the marketing world, its potential to revolutionise the industry is undeniable. However, while the technology promises efficiency and scalability, it cannot replace the invaluable qualities that human marketers bring to the table. The question is not whether AI should be embraced, but how to strike the right balance between AI and human creativity to ensure the delivery of meaningful, engaging, and buyer-driven experiences.
In a recent paper titled “In 2025, AI Won’t Just Assist Salespeople – It Will Replace Them”, the concept of AI-led growth (AiLG) is explored, suggesting that AI will redefine how businesses approach go-to-market (GTM) strategies. The paper draws a comparison to the coexistence of Airbnb and traditional hotels, highlighting that AI will complement, rather than completely replace, existing experiences. This got me thinking about whether the current marketing strategies in B2B are still relevant, or whether they should evolve to better meet the needs of modern buyers.
In the world of B2B marketing, buyers now control up to 70% of their purchasing journey before they even engage with a sales representative. If marketing experiences were more relevant and compelling, would buyers still feel the need to dominate the process? Perhaps the solution lies in finding the optimal blend of AI-driven insights and human touchpoints, creating a harmonious approach to growth.
The Conflict of AI in B2B Marketing
The rise of AI in marketing is often seen as a tool to help companies do more with less. However, as the paper points out, AI’s capabilities are currently used to increase volume – from sending generic emails to automated LinkedIn invitations. While this might increase the number of interactions, it does little to foster genuine relationships or drive sustainable growth.
AI excels in pattern recognition and can process high volumes of repetitive tasks with precision. But it falls short when it comes to creative problem-solving, empathy, and emotional intelligence – qualities that are crucial for successful marketing, particularly in high-stakes B2B environments. It’s clear that while AI can help marketers increase efficiency, human involvement remains essential for creating meaningful, personalised experiences that resonate with customers.
The Critical Role of Humans in B2B Marketing
At the heart of any successful business are its customers. Without them, there is no company. As B2B buyers increasingly conduct research on their own, they are exposed to a vast array of options. What differentiates companies from one another is how well they engage with potential customers, both in-market and out-of-market. A company’s visibility, relevance, and emotional connection with its audience can significantly impact its chances of making it onto the buyer’s shortlist when the time comes to make a decision.
Building strong relationships with buyers requires content that resonates emotionally. Research shows that how a buyer feels about their experience with a vendor can be just as important, if not more so, than the product itself. AI may be able to generate content at scale, but it cannot replicate the nuanced empathy and creativity required to create content that fosters trust and builds long-term relationships.
AI’s Place in B2B Marketing
It’s important to clarify that this isn’t an anti-AI stance. Rather, it’s about finding a way to use AI effectively, complementing human skills and expertise. AI has significant potential in B2B marketing, especially when applied to tasks that benefit from automation and data analysis. For example, AI can help marketers mine data to extract insights that inform content strategy, identify high-value customer segments, automate workflows, and track performance across multiple channels.
By applying AI to data processing and administrative tasks, human marketers are freed up to focus on areas that require creativity and emotional intelligence – qualities that can elevate the customer experience and create memorable, long-lasting impressions.
A Thoughtful Approach to AI Integration
Recent research by cognitive neuroscientist Carmen Simon highlighted the importance of human involvement in shaping memory and influencing decision-making. In her experiment, participants were presented with the same information in three different formats: one designed and presented by a human, one designed by AI and presented by a human, and one entirely created and presented by AI. The results were clear – the human-designed presentation led to better long-term memory retention and a stronger connection to the sales message.
This experiment underscores the importance of the human touch in marketing. While AI can provide insights and streamline processes, human creativity and empathy are critical for creating experiences that resonate with buyers and drive engagement.
In conclusion, AI has its place in B2B marketing, but it should not be viewed as a replacement for human involvement. By striking the right balance, marketers can leverage AI to improve efficiency while ensuring that creativity, empathy, and problem-solving remain at the core of their strategies. Only then can they create truly buyer-driven experiences that foster long-term growth and success.
Source: https://martech.org/balancing-the-human-to-ai-mix-in-b2b-marketing/
