Embracing Digital-First Strategies, AI, and Future Innovation in B2B Marketing
The digital landscape continues to evolve rapidly, requiring B2B marketers to adapt their strategies and embrace emerging technologies. In a recent roundtable discussion hosted by Joaquin Dominguez, Head of Marketing at Adzact, a diverse panel of marketing experts examined the transition to digital-first strategies, the role of AI and data, and the innovations shaping the future of B2B marketing. The discussion provided valuable insights into leveraging technology to create human-centric marketing strategies and build lasting customer relationships.
Hosts
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Mathew Devitt: Senior Campaign Manager at Hexagon Asset Lifecycle Intelligence
Steph Hermanson: Manager of Professional Services at Sprout Social, Inc.
Katrina Fine: Sr. Manager Standards Transformation at Hyatt
Transitioning to Digital-First Strategies
Aligning Human Behaviour with Digital Evolution
The panel opened by exploring how organisations navigate the shift to fully digital-first strategies. Mathew Devitt highlighted the misalignment that often exists between businesses and their customers. Companies sometimes assume their customers are as digitally mature as industry insiders, creating a gap in expectations and engagement. Katrina Fine built on this point, emphasising the importance of understanding that customers draw on experiences across industries, not just within the B2B sphere. She advocated leveraging insights from unrelated industries to set benchmarks and craft exceptional customer experiences.
Steph Hermanson stressed the necessity of moving beyond superficial digital efforts, such as maintaining a basic website or social media presence, to focusing on creating meaningful and emotionally resonant customer experiences. This requires integrating digital tools with a deep understanding of human behaviour to craft journeys that truly engage.
"Businesses often assume their customers are as digitally mature as they are, but this misalignment creates significant gaps in engagement. Companies must bridge this gap by recognising that digital maturity varies widely among customer bases. This requires thoughtful segmentation and a proactive approach to meeting customers at their level of digital comfort" — Mathew Devitt
Mapping Emotional Journeys
The panel discussed the importance of emotional journey mapping as a tool for understanding and improving customer experiences. Katrina explained her approach to mapping customer journeys by identifying personas, validating assumptions with data, and addressing emotional pain points. She shared a case study from the COVID-19 pandemic, where extended call centre times unexpectedly led to higher customer satisfaction. This phenomenon highlighted that during times of crisis, customers valued empathetic human connection over efficiency, as longer call durations often included meaningful, supportive conversations that fostered loyalty.
"Understanding the emotional journey of customers is critical; it’s not just about pain points but how they feel at every step. By focusing on emotions, we can build deeper and more meaningful connections with our customers, fostering loyalty and trust throughout the journey." - Katrina Fine
Leveraging AI and Data for Human-Centric Marketing
Enhancing Decision-Making with AI
AI has transformed decision-making in B2B marketing by enabling teams to analyse vast amounts of data quickly and effectively. Steph Hermanson noted that AI tools make data insights accessible to those without technical expertise, empowering entire teams to make informed decisions. She shared how AI features in Sprout Social have long supported customers but gained additional traction once branded explicitly as AI-enabled tools.
Katrina and Mathew underscored AI’s role as an enabler rather than a replacement for human capabilities. By automating time-consuming tasks and synthesising data, AI allows marketers to focus on fostering authentic human connections. Mathew pointed out the need to train teams to use AI tools effectively, transforming them into versatile business intelligence resources.
Unifying Data Across Platforms
Ongoing data unification was another critical theme. Katrina and Steph discussed how integrating data across tools eliminates silos and fosters alignment between marketing, sales, and customer success teams. By leveraging social listening tools and AI-driven insights, marketers can identify customer pain points and refine strategies based on real-time feedback. Steph highlighted the importance of addressing earned conversations—those that happen outside a brand’s immediate ecosystem—to uncover hidden opportunities and challenges.
"AI is a game-changer in democratising data; it allows everyone to make informed decisions without needing technical expertise. By simplifying data analysis, AI empowers teams to take ownership of their strategies, fostering inclusivity and innovation. It ensures access to actionable insights, enabling a stronger focus on creativity and problem-solving." — Steph Hermanson
Exploring Emerging Technologies
Augmented Reality in B2B Marketing
The discussion explored the potential of augmented reality (AR) to create immersive, interactive experiences in B2B marketing. Mathew described AR as a bridge between the digital and physical worlds, enabling businesses to embed their offerings into customers’ environments seamlessly. For example, AR can facilitate machinery training, showcase how custom components will fit into existing systems, or bring complex products to life through digital overlays.
Steph highlighted AR’s application in streamlining workflows, such as diagnosing machinery issues and ordering replacement parts in real time. These innovations enhance efficiency while delivering a frictionless customer experience. Katrina encouraged marketers to experiment with AR and other technologies in low-risk environments, such as trade shows, to understand their impact and potential.
Learning from B2C Innovations
The panel noted that B2C brands often lead in adopting emotionally engaging technologies like AR. Joaquin cited the example of a wine brand using AR-enabled labels to share compelling stories, a strategy that B2B brands can adapt to connect emotionally with decision-makers and influencers. By focusing on human-centric experiences rather than purely technical solutions, B2B marketers can foster stronger relationships with their audiences.
Preparing for the Next Wave of Change
Embracing a Culture of Innovation
To future-proof their strategies, organisations must adopt a culture of openness and experimentation. Katrina stressed the importance of viewing emerging technologies as opportunities to upscale work rather than threats to existing roles. Early adoption and cross-functional collaboration are key to staying ahead of the curve.
Mathew encouraged organisations to look beyond their immediate industry for inspiration, drawing lessons from startups and B2C innovations. He also advocated for hiring younger talent and fostering diverse voices within teams to introduce fresh perspectives and challenge established norms.
Building Collaboration and Agility
Steph concluded by emphasising the value of fostering a collaborative environment that encourages continuous learning. Creating space for diverse opinions and ensuring these perspectives are heard and acted upon will help organisations navigate the challenges of an ever-changing digital landscape.
Conclusion
The panel’s insights demonstrate that the future of B2B marketing lies in blending technological innovation with a human touch. By aligning strategies with customer emotions, leveraging AI and data, and exploring emerging technologies, marketers can craft experiences that resonate deeply and drive meaningful results. As the digital landscape evolves, the willingness to adapt, experiment, and learn will remain paramount for success.
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