In this discussion, we speak with Andrew Humphrey, Senior Director of Media Strategy at TriComB2B, a BBN International Partner, and one of the most decorated, independent B2B marketing agencies in the United States. He sheds light on the crucial role of artificial intelligence (AI) in website development and its ability to enrich user experiences. He emphasizes how strategic implementation of AI can significantly improve the seamlessness of user interactions.
Drawing from your 15-year expertise in digital marketing, Andrew, how can we utilize AI to optimize B2B websites for user-centric experiences and enhance the effectiveness of landing pages?
Through personalization and the sheer speed of your output. We live in an era where our streaming services, social media and even our search engine results have become hyper- personalized. These platforms are serving algorithmically generated experiences, customized for the individual. This isn’t a new phenomenon, either. It has become the expectation of most users that there will be some level of personalization in how their content is generated, curated or otherwise served up. And yes, this includes the experiences they expect to have on a B2B website, not just in a Netflix app.
The exciting news is that we can now apply similar technological advancements to the experiences we create on our own websites with increasing ease. We’re moving past the days of creating two slight variations of the same page (an A and a B) and testing them against one another in our campaigns over prolonged periods of time. We’re letting AI calculate potentially millions of different page outcomes, rendering in real time on a user-by-user basis. It blends the power of predictive analytics with the demanding expectations of a modern internet user. This all vastly accelerates our abilities to drive engagement and understand what’s driving it.
Many B2B landing pages feel isolated and uninspiring. How has AI turned these boring pages into memorable experiences? What key aspects should we be focused on to achieve this transformation?
By thinking beyond old templates and outdated practices for driving conversions or leads. If we want to win business, the audiences we are targeting deserve a lot more than a singular page with static texts, redundant CTAs, and a pushy “contact us” form. They deserve immersive, educational and entertaining experiences that create emotional connections with the brand.
Keep in mind, most users are not going to convert the first time they reach your website, particularly in B2B contexts. It could take dozens of visits spanning multiple months of research before a user submits a contact form to engage with your sales team. If a user reaches your site for the first time and isn’t blown away by your brand, you’re missing a huge opportunity to remain top of mind throughout these lengthy, high-consideration research journeys.
AI has the potential to significantly enhance the user experience by enabling seamless functionalities. What are some AI-powered features or functionalities that enhance user experience, and how do you foresee the evolution of AI in transforming the overall digital marketing landscape?
It’s obviously difficult to predict the future. But from my perspective, a lot of AI is going to become an increasing aid in our day-to-day lives — not a replacer of our most valuable, human-based tasks. Anything from helping punch up a blog post, to concepting storyboards, or even just fine-tuning our targeting, forecasting, data analysis and visualization, etc. A future of countless options for highly specific use cases, all of which are making us smarter and faster at our jobs.
As for generative AI, I feel like we’re starting to hit a bit of an exhaustion point. There was a lot of concern about ChatGPT, Midjourney, etc., more or less taking over the marketing world when they first debuted. Personally, I think that initial shock and awe is starting to wear off on the average internet user, as a lot of what these tools produce are often flawed, hallucinated, or otherwise just a bit … odd? The massive amount of competition entering that space also burned a lot of us out. That’s not to say these tools are going to go away, but I think their practical use cases are probably going to settle somewhere a bit less climactic than what was initially predicted when they first hit the market.
AI covers so many different things and can be used in so many different ways that it’s clearly hard to imagine a future where it won’t be inextricably linked with how we communicate in our day-to-day lives. But I imagine it will be more of a general aid than a full replacer of the strategic value we as B2B marketers have always delivered our clients.
Andrew emphasizes AI’s capacity to enhance user experiences by ensuring seamless interactions. He highlights the importance of leveraging AI effectively to transform mundane B2B landing pages into engaging and memorable experiences, focusing on key aspects such as personalization and interactivity. By adopting this approach, you can build stronger, longer-lasting and unforgettable relationships with your audience.
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Credit for the report:
Andrew Humphrey, Senior Director, Media Strategy, TriComB2B
Andrew boasts 15 years of expertise in digital and growth marketing. In his role, he aids his clients in expanding and converting web traffic into business opportunities by blending creativity with data-driven strategies. With his diverse background in the B2B, travel, health care and retail industries, he guides his clients every step of the way, from strategic planning to campaign execution, optimization, analysis and beyond. LinkedIn.