WPP and IBM Team Up to Revolutionize Business-to-Business Marketing with Generative AI
IBM News, Wednesday, June 19th, 2024
WPP Open for B2B is powered by IBM's watsonx AI and data platform to solve complex B2B marketing challenges; IBM is the first user of the platform to accelerate its AI-driven marketing and communications transformation
WPP and IBM announced the launch of a new business-to-business (B2B) solution powered by IBM's AI and data platform watsonx designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey.
WPP Open for B2B will help marketers solve complex B2B marketing challenges, accurately identify and engage buying groups, and improve clients' return on investment. Buying groups are made up of multiple stakeholders with different priorities who influence key purchasing decisions both inside and outside of organizations, which can make it difficult to deliver a consistent message over a long sales period. Traditionally, understanding how to adjust that message across the right channels to guide buying groups to purchase is challenging and often leads to inefficient marketing spend.