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81% of software buyers say they want AI embedded
It’s not news to any of you that generative AI is shaking up the world of Go-to-Market.
One of our 2024 predictions was that generative AI will empower, not replace humans.
But what may be news is that companies not actively investing in AI risk being left behind. Quickly.
There are two ways to invest in AI: 1) build it into your own product offering 2) leverage GTM tech that uses AI.
In fact, nearly every GTM technology vendor our analysts talk to is building generative AI into existing products and/or creating new products.
As more vendors add generative AI capabilities to their products, G2 says that AI-powered features and capabilities are fueling growth across the B2B software landscape.
Recent data from G2’s State of Software Report backs this up.
Investment in AI is Exploding
If you’re trying to build AI into your tech, the data shows it could help with funding. VC and PE firms want to invest in AI.
Why are vendors racing to invest in generative AI? Why are VC and PE firms so enthusiastic?
According to G2, hype around generative AI has spurred a genuine frenzy of businesses looking to secure a competitive advantage.
In fact, 81% of respondents to G2’s survey say that it is important or very important that the software they purchase moving forward has AI functionality—and less than 5% say AI functionality is not important at all.
Buyers trust AI-powered solutions—78% trust or trust strongly the accuracy and reliability of AI-powered solutions. This built-in level of trust is a competitive advantage for any AI-powered product
AI Touches Every Aspect of GTM
If you offer GTM technology, your product needs to include AI.
If you USE GTM technology, your team needs access to AI-powered tools.
Here is a tip-of-the-iceberg list of the ways generative AI is being used across all core GTM functions.
NOTE: If you see anything on this list that looks interesting but you don’t know what we mean or which vendors are doing it, hit us up and we will make some recommendations!
Sales
Personalized pitching
Sales content generation
Email outreach optimization
Predictive analytics
AI-powered chatbots
Dynamic pricing strategies in PLG
Sales forecasting
Automation (follow ups, nurture, etc.)
Contract and proposal generation
Training and onboarding
Marketing
Content creation, personalization, editing, and optimization
Lead generation
Content recommendations and curation for browsers
Predictive analytics
Segmentation and targeting
Marketing automation and nurture workflows
Dynamic content optimization (website, email, ad copy, etc.)
A/B Testing and optimization
Social media management
Return on Marketing Investment (ROMI) analysis
Lead scoring and qualification
Content translation and localization
Customer Success
Automated customer support
Personalized customer communications
Predictive customer insights
Customer feedback analysis
Knowledge base and self-service tools
Onboarding assistance
Customer engagement tracking
Churn prediction
Renewal and upsell predictions
Automated surveys and feedback collection and analysis
Ticket prioritization
Content generation for customer education
Performance analytics and customer health scores
Automated follow-ups
Product
Idea generation
Prototyping and design
Automated testing
Natural Language Processing (NLP)
Predictive analytics
Content generation for product documentation, user guides, and help center articles
Market and competitive analysis
Personalized user experiences
Voice and speech recognition
Data security
Use AI to do better, not just to do more or replace humans.
The 3rd wave of GTM technology should enable, accelerate, and expand success rather than replace humans that are helping you achieve that success.
Use tech that improves the buyer experience.
Key into our individual buyers and serve them the right content at the right time, make it easy for them to get what they want, and create trust and individual connection when they want it.
Use tech that makes life easier for your employees.
Tools and technology designed to enable your team’s productivity and efficiency have to be easy for them to use. We need to make sure employees are not bogged down in tech or processes that are supposed to be speeding them up. We need to accommodate different learning styles, scheduling conflicts, and market segments.
In a nutshell, Generative AI has thrown open the doors of GTM innovation. It's not just changing the game; it's setting a whole new standard for competitiveness and profitability. Lean in or be left behind.
ROI Study of the Week: Agorapulse!
Agorapulse is a user-friendly social media management tool that centralizes interactions from social platforms like Facebook, Twitter, Instagram, LinkedIn, YouTube, and more.
The platform simplifies social media by providing one platform from which to schedule and publish content, monitor social media channels, and engage with followers.
Agorapulse also provides robust analytics and reporting tools that help users track performance, understand audience engagement, and refine their social media strategies.
Download the Agorapulse ROI study.
January 30: Webinar: Build Your ROI Playbook
All through 2023, we heard from tech companies that struggled with stalled pipelines, poor win rates, and poor renewal rates. One way to solve those problems is by clearly communicating ROI to prospects.
We’re hosting a webinar on January 30 with ROI and value experts sharing their best practices on:
How and when do you know you need to be looking at ROI?
What are some of the ways you've shown ROI or value (case study, calculator, G2 reviews, TEI, etc)
What are some of the ways you've gotten internal or external validation for ROI or value in the past?
How do you choose customers to be involved and how do you convince them to agree?
How do you enable the sales team?
What do you do with the ROI study-how do you give it legs?
Join GTM Analyst Sarah Allen-Short in conversation with ROI experts like Chris Voce (G2), Corrina Owens (Purple Cork), and Tim Hillison (entrypoint1).
Excited to share our 2024 GTM Made Simple Roadshow dates with you soon, and looking forward to releasing reports on Customer Success and what makes a modern marketing organization.
Have a cozy January week!
Love,
GTM Partners
