Best Practice Report

Forrester Innovations: Artificial Intelligence To Drive The Next Best Action

Use Cases And Considerations For Demand Marketing

March 29th, 2019
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst

Summary

B2B marketers must deliver responsive programs and tactics based that enable and motivate individual buyers toward the next best action in the context of the buying group. Artificial intelligence enables marketers to identify and execute the next best action for different audiences at scale. AI continuously learns about buyer preferences, context, and intent and uses that understanding to make decisions and predictions that drive conversions and pipeline. This report describes opportunities for B2B marketers to use AI to engage and enable buyers with the next best action and highlights four key use cases: advanced personalization, contextual conversations, tactic matching, and creative optimization.

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