How to Market AI Technology to Businesses

Did you know 83% of business owners, executives and managers consider Artificial Intelligence (AI) a top priority for their business strategy, while 37% of organisations claim to have already implemented AI technology in some form?

With every new AI technology or machine learning breakthrough, business leaders are increasingly recognising the strength of AI.

Customer service departments are starting to choose AI virtual assistants that provide real-time support, while other companies are using AI to predict consumer behaviour to tailor offers and marketing materials more effectively.

It’s no secret that marketing is essential in helping businesses create and establish long-lasting relationships with their audiences, and marketing for technology businesses is no different. Technology is ever-changing, so it’s crucial that technical companies adapt and focus on the long-term to keep up with the evolving market.

Continue reading to discover the most effective ways to successfully market AI technology to businesses.

Timing is Everything

It’s becoming increasingly important for technology marketers to create personalised and compelling campaigns that are deployed at the times most likely to yield the best results and highest amounts of conversions.

New technology often falls prey to the technology adoption curve. Some businesses are early adopters and are keen to explore new technology opportunities. For example, the retail industry has already started using AI to improve customer engagement and embrace an omnichannel approach.

Others are late adopters or “laggards”. Despite being a sector that heavily relies on technology, the automotive industry is a prime example of slow growth when it comes to AI.

When you’re putting together a marketing plan, properly identifying your target market makes it easier for you to separate the early adopters from the laggards.

When it comes to marketing new technology – such as AI – finding that ‘sweet spot’ between the perfect timing and knowing exactly who you’re talking to is the key to success.

Use case studies and statistics

With any new technology, it’s all about social proof. Positive stats and case studies help to convince new buyers to invest in your technology.

Statistics are a fantastic way of clearly and concisely demonstrate the effectiveness of your technology and back up your opinion with data and facts.

Most companies use AI in some form (such as smart email categorisation or plagiarism detectors), but slow adoption often arises from a lack of understanding.

Case studies are a useful way to educate prospects on the inner workings of AI and explain how it can improve both the efficiency and effectiveness of their marketing campaigns.

Case studies are also a valuable way to explain how prospects can integrate this new technology into their business.

Know your persona’s pain point

A persona is a representation of your target customer based on real data like demographics, behaviour, motivations, and goals. It’s important to understand your persona and adjust all marketing campaigns and messaging to speak to this persona.

Having a good grasp of your target market is essential for showing them how your technology solves their biggest problem or pain point.

Provide informative and engaging content about your AI technology

New technology can’t be adopted or accepted into a business until the company in question is ready and understands how it works. If a business isn’t ready to embrace AI, implementing AI technology could cause more problems than it solves.

So it’s crucial for technology marketers to continuously educate prospective customers about how AI works, its benefits and how it can improve existing products and services. By investing your marketing resources into educational content, you build greater trust and a stronger relationship with your customers.

Content marketing will not only help to position you as an authority in your industry, but it also gives customers the ability to make more confident and educated purchasing decisions.

The more people who understand AI moving forward, the more effectively businesses can implement the technology.

Keep your customers informed

Breakthroughs and technology advancements frequently happen with machine learning and AI.

Whenever you release a new update or upgrade, it’s a great idea to send out content informing your prospects and customers. You can make updates via email or social media and use these platforms to keep your customers up to date and make sure they’re using the technology to its full potential.

If done right, keeping your customers informed and engaged is a great way to encourage repeat custom and build a long-lasting relationship with them.

Future-proof your AI technology marketing strategy

Without a doubt, the future of AI technology in business looks bright.

But, to achieve the most effective results with AI marketing campaigns, it’s essential to keep prospective customers informed and ensure your marketing strategy is full-proof.

Create a marketing strategy that’s right for your business with Challis’s marketing plan for technology businesses.