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In B2B eCommerce marketing, the creation of persons is often used to deliver targeted, effective messaging. These personas serve as a framework to help marketers understand and address the needs of their target audience. Traditionally, building these profiles has been a manual, time-consuming process, relying on market research, data crunching and sometimes gut instinct.

However, with advent of the AI ‘black box’ the process can be streamlined significantly. AI allows marketers to analyse vast datasets quickly, generating personas that can prove accurate and insightful. At this point, the usual caveats apply - AI can hallucinate and is only as good as the prompt it is given etc. However, in our experience, this shift doesn’t just save time — it provides deeper, more nuanced profiles that can deliver a precise and effective digital marketing strategy.

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How AI Expedites Persona Creation

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We think AI’s real value lies in its ability to process vast quantities of data at an extraordinary speed, providing insights that might otherwise remain hidden. For B2B marketers, this opens up new opportunities to create personas based on hard data rather than assumptions.

The process begins by feeding an anonymised dataset into the AI model. By anonymising the data, companies can ensure compliance with GDPR regulations while still benefiting from in-depth insights. This is crucial for businesses that want to maintain high ethical standards in data usage without compromising the quality of their marketing.

Once the data is processed, AI can create detailed personas that go beyond simple demographic information. These personas include behaviours, preferences, and key pain points—essentially a complete profile that can be used to inform your messaging and targeting strategies.

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A Real-World Example: Breaking into a New Market with AI-Generated Personas

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We recently worked with a client looking to break into a new market. They had a small but growing dataset that wasn’t enough for traditional persona-building methods, but we saw an opportunity to feed it into AI for analysis.

The AI-generated personas were spot on. Not only did they reflect the market demographics, but they also revealed pain points and preferences that were crucial for developing a successful marketing strategy. With these personas in hand, we were able to craft highly targeted messaging and build brand resonance within specific niches. This approach saved us weeks of manual research and delivered more precise results than we could have achieved otherwise.

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Our own experiment

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We fed an AI our client list and various other bits and pieces of anonymised data that we had gathered over the years. The results, for us, we’re frighteningly accurate…

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Persona 1: eCommerce Marketing Director

Industry: B2B eCommerce

Pain Points: Struggles with managing multi-channel marketing campaigns and personalising content at scale.

Motivations: Looking for AI solutions to automate personalised marketing campaigns and improve customer segmentation for better engagement.

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Persona 2: eCommerce Digital Advertising Manager

Industry: Furniture eCommerce

Pain Points: Difficulty in optimising paid ad campaigns across platforms and tracking ROI effectively.

Motivations: Seeking AI tools to improve ad targeting, automate bidding strategies, and generate actionable insights for higher conversions.

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Beyond Personas: AI in Content Creation and Segmentation

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Once AI-generated personas are established, they can be integrated into other areas of your B2B eCommerce strategy. For example, eCommerce market segmentation can become far more granular, allowing you to create hyper-targeted campaigns. AI can help identify smaller, niche segments that might otherwise be overlooked, ensuring that your marketing spend is directed efficiently.

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AI can also guide your content strategy. By understanding the pain points and behaviours of your target personas, you can develop a more tailored approach to content marketing. Whether you’re putting together an eCommerce marketing checklist or determining the best eCommerce content types for each audience, AI offers invaluable insights into what will resonate with your customers.

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As AI continues to reshape the B2B eCommerce landscape, it’s becoming increasingly clear that businesses need to adopt these technologies to stay competitive. From persona creation to content segmentation, AI enables a level of precision and efficiency that was previously impossible.

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