Artificial Intelligence: Why B2B Will Never Be the Same

Right now, you can’t read a news article without some reference to Artificial Intelligence (AI). From Siri, to Spotify, to Call of Duty and now self-driving cars, AI is becoming a standard part of our daily lives. As usual, B2B has been a little late to the game. But that has started to change, and we are beginning to see more and more applications of AI in B2B.

The life blood of AI is data. The more data you have, the more intelligent a machine can become. And today’s B2B marketers have a tremendous amount of data at our fingerprints. But too often, the data is fragmented, out of date or incomplete. If we can harness that data, we can finally bring the promise of AI to B2B.

That’s why we’re so excited to announce DemandGraph, the B2B marketing industry’s first artificial intelligence driven business graph that captures and monitors in-depth business behavior and relationships across business worldwide. DemandGraph expands on the same AI technology that powers the Social Graph, which uses data to recommend friends and establish relationships. DemandGraph takes a similar approach but focuses on companies and the individuals within them to uncover the connections and trust built between people and companies.

Businesses make decisions based on connections—that’s why referrals and word-of-mouth are so effective at closing deals. B2B marketers can now understand the entire business network of a company—customers, partners, suppliers, competitors, investments, regulatory filings and more to identify which companies and buying committees are in-market for particular solutions. DemandGraph also provides a complete 360-degree view of potential and existing customers, which allows companies to better predict potential buyers, personalize campaigns and ultimately close more deals.


DemandGraph also gives you insights on what these people are reading, writing and speaking about—which you can use to run targeted marketing campaigns that provide a consistent experience throughout. From there, Sales can pick up where Marketing left off and use the same insights to maximize the quality of their conversations and close more deals.

It’s not every day we announce B2B marketing’s first AI solution, so if you have any questions, be sure to check out our webinar, which covers AI’s impact on ABM. You can register here.

You can also learn more about DemandGraph by checking out our press release.