Using Artificial Intelligence in Business-to-Business (B۲B) Marketing: Challenges and Future Directions

As artificial intelligence (AI) gains traction in revolutionizing business-to-business (B۲B) marketing, there's an increasing need to fully grasp its adoption and utilization for enhancing B۲B marketing strategies. This research delves into the realm of AI techniques and their application throughout the four stages of the customer life cycle in B۲B marketing: reaching out, acquiring, converting, and retaining clients. Additionally, it evaluates findings from five surveys within the B۲B industry, aiming to: ۱) assess B۲B marketers' familiarity and attitudes towards AI implementation, ۲) outline the diverse applications of AI in B۲B marketing, and ۳) examine the perceived advantages and obstacles associated with its use in this domain. The study amalgamates various machine learning (ML) methods suitable for B۲B marketers and utilizes the technology acceptance model (TAM) to gauge how these professionals perceive AI's benefits. Moreover, it explores impediments to AI adoption, such as concerns regarding data privacy and potential job displacement. To underscore the advantages of AI, the research presents three instances of successful AI integration in B۲B marketing practices. Ultimately, the paper wraps up by summarizing the theoretical and managerial implications of AI adoption in B۲B marketing, along with suggesting avenues for future research.