How AI Can Make B2B Marketing Smarter
Author Information
Author(s): Bashir Tayyeba, Zhongfu Tan, Sadiq Burhan, Naseem Ammara
Primary Institution: North China Electric Power University
Hypothesis
How do AI competencies enhance B2B marketing capabilities and customer lifetime value?
Conclusion
The study found that leveraging AI competencies significantly enhances B2B marketing capabilities, which in turn improves customer lifetime value.
Supporting Evidence
- AI competencies significantly improve marketing information management.
- Effective implementation of AI strategies leads to higher customer lifetime value.
- Companies with strong AI infrastructure can better analyze customer data.
Takeaway
This study shows that using AI can help businesses understand their customers better and keep them happy for a longer time.
Methodology
The study used partial least squares structural equation modeling (PLS-SEM) to analyze survey data from 367 Pakistani companies.
Limitations
The study focused only on Pakistani firms, which may limit the generalizability of the findings.
Participant Demographics
Participants were senior managers, marketing executives, and IT professionals from various sectors, primarily telecommunications and consumer goods.
Statistical Information
P-Value
p<0.000
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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