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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.

Download our report on Generative 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?

Download our report on Generative AI

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

Download our report on generative AI

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.

Book a call to get your own 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).

Register for the Webinar

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

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