AI in B2B Marketing: How To Use It? [2025]

It’s true – marketers worldwide are using AI to save time, be more efficient, and generate leads for their businesses.

In this article, I’ll go over how you can leverage AI in B2B marketing in 2025, going over the top use cases and 5 examples of B2B companies who successfully utilized the technology to their benefit.

How is AI being used in B2B marketing?

AI is being used in B2B marketing to personalize campaigns, automate content generation and optimisation, improve ad targeting, and automate social media management – to name a few.

More and more marketing teams have started investing in artificial intelligence. According to HubSpot’s State of AI, 62% of business leaders mention that their company has already invested in AI and automation tools for their workers to use.

These AI marketing tools can be used to generate content (e.g., articles, emails, and social media posts) as well as to set up an AI-powered chatbot to engage with high-intent prospects.

How is AI transforming B2B marketing in 2025?

AI is transforming B2B marketing by automating repetitive tasks, providing deeper insights into campaign performance and customer behavior, and enabling marketers like us to make data-driven decisions.

Additionally, AI is revolutionizing the digital marketing landscape by enabling hyper-personalization at scale – something that was considered fiction a decade ago.

I’ve noticed that, over the past few years, AI has evolved from a niche technology that only a few people talked about (and could afford) to a fundamental part of digital marketing transformation that is getting more affordable by the day.

AI is slowly becoming the core of digital marketing transformation, powering advanced tools like AI-driven content generators, predictive customer segmentation, and hyper-personalized ad campaigns.

Brands of all sizes (I’ve prepared some examples for you later) have started using AI-powered B2B marketing tools for a wide range of use cases, such as enhancing customer journeys, predicting purchasing behavior, and fine-tuning their messaging for maximum impact.

What are the benefits of using AI for B2B marketing?

Integrating AI into your B2B marketing workflows isn’t just about keeping up with trends and what your competitors are doing – it’s about getting things faster than your competition and standing out from the clutter.

Here are the biggest advantages of using AI in B2B marketing:

Hyper-personalization: AI is capable of analyzing real-time behavior, past interactions, and preferences to deliver highly targeted content on scale on your website or during advertising campaigns.
Working 24/7: Some of AI’s use cases, such as AI chatbots, can work for you while you’re away to help you generate leads, answer questions and capture contact information.
Time-savings: The technology can take over time-demanding tasks, such as content creation, customer segmentation, and campaign optimization, so your team can focus on creativity and strategy.

According to HubSpot’s 75% of marketers mention that AI has helped them save time on manual tasks.

Anticipating customer needs before they arise: You can take your B2B marketing from reactive to proactive. Instead of reacting to trends after they happen, AI can help you analyze patterns in customer behavior to predict which leads are likely to convert or when a customer might churn.
Brainstorm, write, and refine copy at scale: AI tools can help brainstorm, write, and refine content at scale, whether it’s ad copy, blog posts, product descriptions, or video scripts.
Eliminating the trial and error phase: Instead of manually A/B testing campaigns over weeks or months, AI can run thousands of variations simultaneously, instantly identifying what works best.

Top 8 use cases of AI in B2B marketing

Now that we've got the definitions and benefits right, it’s time to walk you through the 8 best use cases of AI that I’ve seen work best in B2B marketing:

1. Setting Up Hyper-Personalized Campaigns

My #1 use case of AI in B2B marketing is its ability to create hyper-personalized automated workflows that:

Let you identify leads most likely to convert.
And then include them in outreach sequences perfectly personalized to their intent levels, personal data, preferred communication channels, etc.

For example, marketing automation tools like Warmly (that’s us) help you to put your whole outreach on autopilot (in both LinkedIn and email), leveraging sophisticated AI and website traffic tracking capabilities.

Warmly identifies your website visitors, providing your team with a 360-degree view of potential leads.

The platform then recognizes which website visitors are most likely to convert right now based on on-site and off-site intent signals (visits to high-intent pages on your website, research intent, job change, etc.) and your ICP criteria.

And this is where Warmly’s AI-driven marketing Orchestrator steps in: an AI-powered functionality for marketing and sales teams that adds high-value leads to automated email or LinkedIn outreach workflows.

Here’s how it works:

Step #1: Define the trigger.

This is the action that sets the Orchestrator’s sequence in motion. This could be any action that indicates high intent based on your specific criteria, such as:

Landing on your pricing page.
Engaging with the chatbot.
Lead matching your ICP profile landing on your website, etc.

Step #2: Filter the companies and individuals you want the Orchestrator to target.

Have the Orchestrator focus only on leads who are a good fit for your product by setting filters matching your ICP criteria, such as industry and geographic location, job roles, seniority, and more.

Step #3: Decide on the number of prospects you want to be added from each account and the campaign running frequency.

You don’t want to come across as too aggressive, so it’s essential to limit the number of stakeholders you reach out to within a single company and space out your outreach over time.

Step #4: Specify the outreach sequence you want them added to.

Warmly’s Orchestrator engages leads through personalized emails or LinkedIn messages and connection requests. Its AI model adapts messaging based on buyer intent, preferences, and past interactions, increasing open rates, engagement, and conversions at every stage.

This capability improves time-to-lead, while marketing and sales teams can take over the prospects that respond and provide a personalized experience.

Try it yourself 👇or watch it in action.

2. AI-Powered Chatbots

AI chatbots are capable of providing instant, 24/7 customer support on your website to answer questions from your existing customers and prospects.

This can help you guide prospects through their buying journey and help them decide if your product is the right fit for their needs.

Unlike traditional chatbots that follow pre-determined scripts, AI-powered bots in B2B learn from interactions and adapt responses to improve accuracy and relevance in the long term.

More advanced virtual AI chatbots, such as Warmly’s AI Chat, can integrate with your CRM to pull in customer data to deliver more context-aware and personalized conversations.

Warmly’s AI Chat is one such chatbot powered by sophisticated conversational AI that can be trained and customized from top to bottom thanks to its advanced ML algorithms.

Similar to the Orchestrator, AI Chat also automates lead engagement and qualification, but in a different way.

The AI Chat engages leads while they’re still on your website by:

Asking qualifying questions (“What brings you here?”, “What can I help you with?”).
Providing personalized, contextual answers to leads’ inquiries.
Offering relevant collateral.
Booking meetings, etc.

➡️ The Orchestrator/AI combo provides you with an omnipresent B2B marketer that streamlines every part of the outreach process, ensuring that each high-value lead is properly engaged and nurtured.

You can also provide custom rules for when it should interact and for what kind of accounts, such as industry size and revenue.

3. AI-Driven Website Personalization

AI is capable of personalizing website experiences in real-time, displaying dynamic content and customized landing pages (I’ll cover that one in more detail later) based on user behavior.

The technology achieves this by analyzing browsing history, intent, and engagement levels on your website so every visitor sees the content that aligns with their interests the most.

➡️ For B2B brands, this involves dynamically adjusting case studies and blog recommendations to match industry-specific needs.

This kind of super-advanced personalization can significantly improve user experience, increase time spent on-site, and generate more leads by making every prospect see a different version of your website.

A software that can do this is Demandbase, which leverages buying intent and B2B data to provide each target account with a personalized web experience, including messaging, images, offers and CTAs.

4. Content Creation

An article about AI in B2B marketing would not be complete without mentioning that it can be used to create content.

AI tools for marketing, such as ChatGPT and Copy AI, are capable of generating and humanizing blog posts, social media captions, ad copy, and email content in seconds.

The way it works is that the tools leverage natural language processing to create content that’s not only grammatically correct but also contextually relevant, engaging, and SEO-optimized.

B2B marketers can generate educational as well as revenue-driven article content to boost organic traffic and generate more leads.

Moreover, these generative AI tools can assist with content ideation by analyzing trends, audience preferences, and competitor activity to suggest high-performing topics.

➡️ Human oversight would still be needed to refine tone, brand voice, and originality to make sure that the content is both unique and on-brand.

5. Predictive Analytics To Identify Higher-Quality Prospects

B2B marketing teams can leverage AI’s predictive analytics to forecast customer behavior, segment audiences, and refine advertising targeting on platforms like LinkedIn Ads.

The way it works is that AI analyzes historical customer data, engagement patterns, and market trends in your industry to forecast future behaviors so you can determine the best times, channels, and content for reaching potential customers.

For example, AI-powered predictive analytics can analyze vast amounts of data to assign scores to potential leads, prioritizing those most likely to convert.

This process involves:

Evaluating past interactions, customer behaviors, and other variables.
Assigning lead scores based on the analysis.
Helping your sales teams focus on higher-value leads.

There are AI tools like Salesforce’s Einstein that can analyze website visits, content interactions, and social media engagement to create a comprehensive score for each prospect.

6. Social Media Management (& Social Monitoring)

B2B marketers can use AI-powered tools like Sprout Social, Hootsuite, and Lately to take the guesswork out of content scheduling, engagement tracking, and trend analysis.

The beauty of these tools is that they help you analyze audience behavior and then recommend the optimal times to post.

AI can also help you with idea generation, content generation (as we mentioned earlier), analyzing past performance, and brand voice.

Some tools can even auto-generate social media captions, hashtags, or transform blog posts into bite-sized social content optimized for different platforms.

What else stood out to me when I was doing my research on the topic was the AI tools’ sentiment analysis: These tools can help you monitor social media mentions and analyze the sentiment behind customer conversations.

For example, if your B2B brand is receiving negative feedback, alerts will notify your marketing team in real-time so they can respond proactively and protect your brand’s reputation.

7. Optimizing your content for SEO

One of my favourite AI use cases in B2B marketing is its ability to recommend changes that you can make to your article content to rank it better on Google.

There are tools like SurferSEO that offer content audit capabilities, which analyze your website content by connecting to Google Search Console and extracting valuable metrics such as CTR, position, and traffic.

The tool uses artificial intelligence to evaluate your content against top-ranking pages to find opportunities for improvement.

The platform will suggest the best opportunities that will positively impact your article content, such as improving your title tags and adding more long-tail keywords.

Surfer also offers an Auto-Optimize functionality that can automatically optimize and update your content.

The tool will then continue to monitor its performance and provide you with daily updates on it.

8. Generate landing pages for different B2B ICPs

Last but not least, B2B marketing teams can use AI to generate landing pages for different ICPs and product use cases.

Instead of constantly requesting developer resources for generating different landing pages, you can speed up the process with AI tools like Landingi.

Landingi offers an AI Landing Page builder that helps you design and optimize landing pages.

The tool enables users to create professional landing pages without coding skills.

Landingi also has built-in analytics and A/B testing tools, which can track visitors’ behavior and optimize the effectiveness of the campaigns.

5 examples of B2B companies using AI to transform their operations

All of the previously mentioned use cases of AI in B2B marketing sound good in theory, but are they moving the needle for organizations?

Here are 5 examples of real companies using AI to transform their marketing operations:

1. Lead Prioritization and Engagement - Premikati x Warmly

Premikati had the story of a lot of B2B companies today: It was generating website traffic, but was not able to efficiently capture and nurture the leads.

When they came to us, the company was struggling with accurate marketing attribution, meaning its B2B marketing team couldn’t figure out which of their efforts and strategies yielded the best results.

Premikati then deployed Warmly, which helped them tackle several issues at once:

The brand was able to identify its website visitors, providing the marketing team with a rich pool of potential leads.
Warmly helped them to automatically recognize the visitors most likely to convert based on on-site signals, like pages visited, and off-site signals, like research intent.
Our platform then let them orchestrate the entire outreach process using the Orchestrator, which automatically added leads with the highest scores in adequate sequences based on the criteria that Premikati’s team set up.

As a result, the brand was able to maximize its marketing ROI by building a steady pipeline of warm leads with Warmly’s AI-driven functionality.

The company also utilized Warmly’s AI Chat, which allowed their marketing team to auto-book meetings with qualified prospects.

Listen to the full interview here:

"If Warmly goes away, we quit." - Michael Buczynski, VP of Marketing at Premikati

2. Social Media Management - Plaid x Sprout Social

Plaid, a FinTech company that provides various payment and compliance solutions, was having issues with establishing its brand presence on social media.

This is why Plaid tuned to SproutSocial – a social media marketing solution that leverages AI to efficiently automate social media management from top to bottom – to boost its LinkedIn growth.

Plaid leveraged various AI-driven functionality, including:

Scheduling posts to be published at times optimal for engagement.
Automated responding to comments in a contextual and personalized way.
Social listening to gauge its audience’s sentiment and uncover trends.
Granular analytics to figure out which posts are performing the best.

Results: Plaid experienced an amazing +62,000 YoY increase in followers, with a 73% YoY rise in engagement rate per impression.

3. Data Insights & Alignment: Smartsheet x ZoomInfo

Smartsheet, a project management solution, partnered with ZoomInfo to leverage its data and insights for audience segmentation and personalized marketing.

The platform became Smartsheet’s ‘’one source of truth’’ for account and contact data, providing detailed information for better personalization and relevance in their B2B marketing campaigns.

By leveraging ZoomInfo’s data solutions, Smartsheet was able to maintain a sharp focus and keep its efforts tightly aligned with its customers’ needs.

Results: Smartsheet saw a 40% increase in form fills using ZoomInfo's FormComplete. This resulted in an 84% increase in Marketing Qualified Leads (MQLs) sent to sales, a 26% increase in opportunity rate, and a 59% increase in win rate on their highest-volume demo form.

4. AI-Powered Chatbot - Kandji x Warmly

I believe that chatbots are one of the best ways to ensure that high-value website leads will be engaged whenever they land on your website (or crucial parts of your site, such as the pricing page).

Kandji, a leading Apple device management platform, was well aware of the need for a 24/7 available marketer and salesperson on their site, as they regularly generated a lot of traffic.

The company implemented Warmly, with a particular focus on its AI Chat functionality, training the AI model to maintain its brand tone of voice while answering questions, booking meetings, and engaging potential leads.

Thanks to the combination of AI Chat and Warmly’s Alerts that notified Kandji’s team whenever a high-intent lead engaged with the chatbot, the marketing team was able to book two qualified meetings in just 8 minutes of setting up the chatbot. 🤯

5. Integrating sales intelligence with ABM: 6sense x ExtensisHR

ExtensisHR was facing challenges with outdated data, poor lead quality, and disconnected systems, making it difficult to identify the right contacts and measure their marketing team’s impact.

By implementing 6sense’s software, ExtensisHR integrated sales intelligence with their ABM efforts, which helped them enable list enrichment and more personalized customer interactions.

6sense allowed ExtensisHR to automate and refine its MQL criteria, create detailed segments, and provide personalized website experiences through integrations with Mutiny and Drift.

Results: ExtensisHR achieved a 25% increase in marketing-sourced pipeline and closed 23 marketing-influenced deals in 2023.

Next Steps: Set Up Powerful B2B Marketing Workflows Inside of Warmly

AI use in B2B marketing isn’t just the future like it used to be a few years ago—it’s the present.

The brands shown above have already proven that AI-driven strategies lead to higher engagement, better lead conversions, and return on investment.

Now, it’s your turn to put these use cases and insights into action.

With Warmly, you can automate lead identification, engagement, and outreach, ensuring no high-value prospect falls through the cracks.

From intent-based lead scoring that helps prioritize the most promising accounts to automated personalized outreach and AI-powered chatbots that engage visitors in real-time, Warmly equips your marketing team with cutting-edge AI tools to streamline operations and maximize ROI.

If you’re looking for a revenue orchestration platform that offers:

A way to instantly engage with your highest intent leads with Warmly’s AI chat.
A platform that works in real-time and can automatically notify the right salesperson as soon as an ICP lead shows buying intent, so they can act immediately.
The ability to create a human-to-human connection with any high-intent web visitor through video chat right on your site.
The ability to send leads to the right salesperson automatically and notify them via Slack with a high-intent lead is active on your website.
A free email and LinkedIn database that comes with a <1% bounce rate.
A Bombora integration that lets you proactively reach out to your warm leads and track who’s researching terms relevant to your product and brand, and get in front of them before your competitors do.

Then you can sign up for Warmly’s free plan or book a demo today and see how Warmly can transform your marketing workflows with AI.

ZoomInfo Review: Learn more about one of Warmly’s top competitors, ZoomInfo, and what functionality it offers.
Cognism Review: Check out our review of Cognism, which is a direct competitor of platforms like Clay and Apollo.
Leadfeeder Review: Learn more about Leadfeeder’s pricing structure, features, customer support, and data quality.
6sense Review: Check out our review of 6sense, going over its features, data quality, and integrations.
Best B2B Data Providers: Find the optimal B2B data platform for your use case.
Best Lead Intelligence Software: Find the best platform for gaining critical insight into your leads.
Best GTM Tools: Optimize your GTM strategy with some of the best GTM software on the market today.
Best Sales Intelligence Tools: Look beyond popular options like Apollo and ZoomInfo to find the optimal solution for your use case.