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Like AI, marketing for AI technology is still in its infancy. Although artificial intelligence represents a significant shift in the way companies relate to technology, there is still a lot of confusion about the benefits and uses of AI. Leading marketers are starting to make use of that confusion as they develop marketing strategies to contextualize artificial intelligence for enterprise decision makers.
The race for AI market share is in full swing. But while many brands are going full steam ahead to bring artificial intelligence technologies to market, few have considered the marketing strategy they will need to capture the attention of prospects or convert leads to customers.
The time to build your plan for marketing for AI technology is now. Here are a few best practices to help you get started.
1. Educate and inform.
As an emerging technology, artificial intelligence is largely misunderstood across the business community. For example, most applications of computer learning will augment human work – not replace it. By developing and amplifying thought leadership, brands can claim authority and educate likely buyers at the same time.
2. Contextualize by industry.
Applications for artificial intelligence technology are often industry specific. That means marketing for AI technology must be industry specific, too. For example, if you’re targeting the financial sector, you need to communicate how machine learning can address financial audiences’ unique pain points. Generic benefits won’t cut it when you’re marketing for AI technology, so you will need to dig deeper into the verticals that are important to your brand.
3. Develop use cases.
Use cases help decision makers contextualize technology’s place in their enterprises. For artificial intelligence, the narrower the use case, the better. Instead of promoting AI as a panacea, identify narrow use cases that illustrate how the implementation of your brand’s AI solution will solve specific problems or assist human beings when performing a specialized task within the organization.
4. Own your niche.
Although artificial intelligence is already a competitive space, there are plenty of opportunities for forward-thinking brands to stake a claim as thought leaders. But no brand can be all things to all audiences. Rather than taking a broad approach, focus on a niche and develop a strategy to become an authoritative voice for your audiences.
5. Choose your partners wisely.
Marketing for AI technology is even more nuanced than marketing for other technologies. In addition to appreciating the opportunities and limits AI presents, marketers need to have a deep understanding of the industries and use cases that are relevant to the solution. If you haven’t done so already, consider partnering with an agency with experience in both technology and your target verticals.
At Walker Sands, we’re on the front lines of marketing for AI technology brands. Backed by a track record of success in integrated marketing for B2B tech clients, our practice areas cover an impressive range of verticals – many of which are prime targets for current and future generations of artificial intelligence solutions.
For more information, contact us today and let’s start a conversation about how we can raise your brand’s visibility with key audiences and decision makers.