The correct application of this type of technology could genuinely enhance a user journey in a B2B context. If a prospect lands on a website and the Chatbot recognises that the web user is checking out a product portfolio, it could, conceivably, directly ask the user if they would like to view a case study. Alternatively, the same concept could be utilised to dynamically serve content to a user (web user is on a product page, dynamically serve a case study), perhaps using ad serving technology and browser cookies, to enhance their overall web experience — the Chatbot without the chat, if you like.
Ones to watch
We try to steer clear of making bold predictions around new technology vendors or platforms (trying to second guess digital trends would require a powerful crystal ball) but two examples caught our eye.
If you run a WordPress site this plugin might be worth looking at as a first step into the world of AI. In a nutshell, Knowledge Base turns your FAQs into a set of ‘smart’ FAQs. Popular customer queries can be built into this plugin and front line customer services staff can ‘spend more time selling and less time sending repetitive emails’. We could see this application being useful for B2B organisations with many customers, or even for internal communications around new products.
Transversal2 is a Cambridge and Boston-based tech company who have taken the concept of machine learning to an Enterprise level. Their technology is predicated on three pillars: Understand, Anticipate and Improve. According to Transversal, implementing their technology on your website can lead to 35% more traffic from natural search. They also claim that questions around your product or service can be answered twice as quickly as without it. We would imagine most B2B marketers would want to increase their organic visibility and help potential customers answer questions quicker.
Price-wise the two solutions are poles apart. Knowledge Base is a plugin that can be purchased online for £125 and we strongly suspect engaging the services of Transversal would add some zeros to that figure.
Both solutions genuinely solve a problem; they make the dissemination of information for website users easier.