TikTok, AI, and Advocacy: The Future of B2B Marketing
I remember playing chess on the computer in school. I never won. The computer always made these incredible moves and beat me every time. Fast forward to today, and my chess skills are still, let's say, a work in progress. On a good day, my chess.com rating is 925-1000.
On a bad day? Well, let’s just say it’s lower than the number of pieces on the board.
Anyway, going back to school… even back then, millennials like us were experiencing AI’s intelligence without even realizing it.
Today, AI has taken over the world, especially for Gen Z.
And you know what else has taken over Gen Z’s world?
Saying TikTok is just for dance challenges is like saying AI is just for playing chess.
That’s why in 2024, many smart B2B companies are flocking to TikTok like it’s the last slice of pizza at a networking event. However, as I talk to a lot of marketing leaders across the globe, one thing is clear.
While they are excited to leverage TikTok, we can’t ignore the uncertainty with TikTok looking at its increasing restrictions and bans in various countries. Also, another question is: Is TikTok the next thing for B2Bs targeting Gen Z.?
TikTok is the first topic we are going to talk about in edition #14 of the Viks M.I.X (Marketing. Insights. Exchange) newsletter.
And then we are going to talk about an ever-green marketing strategy that smart companies have been using for generations.
So here’s what's in it for you.
B2B on TikTok: Go All In or Play It Safe?
10 AI tools that are shaking things up in 2024
Slick sales pitch vs. Customer Advocacy
Let’s go.
B2B on TikTok: Go All In or Play It Safe?
With over 1 billion active users, TikTok's not just big—it's massive. And guess what? A lot of those users are decision-makers in their 9-to-5 lives.
But it's not just about the numbers. TikTok's algorithm is like that friend who always knows the coolest spots in town. It's scarily good at getting your content in front of the right people. And in the B2B world, that's gold.
Now, let's talk about who's crushing it on TikTok:
Shopify's killing the game. They're not just posting—they're entertaining and educating. Their collab with Mr. Beast? Pure genius. It showed how Shopify can handle mega-influencer levels of traffic. Talk about a flex!
Then there's tl;dv - AI Meeting Assistant, this cool AI meeting recorder. They're not selling software; they're selling laughs. Their skits about startup life are so spot-on, you'll think they've been spying on your Zoom calls.
SupplyHouse.com is taking a different route. They're all about "Championing the trades." No fancy scripts, just real stories from real customers.
It's authentic, it's gritty, and it works. But it's not just the big players. Smaller B2B companies are getting creative too. They're dropping knowledge bombs in 60-second tutorials. They're jumping on trends faster than you can say "It's corn!" And you know what? It's working.
Here's the kicker: TikTok isn't just changing how B2B companies market. It's changing how they think about their brand. It's forcing them to be more human, more relatable. And in a world of stuffy corporate speak, that's refreshing.
Recent stats from Hootsuite show that TikTok's the fastest-growing social media platform, with a 12.8% year-over-year increase in global users. And get this: 64% of TikTok users say they've bought something after seeing it on the platform. That's not just engagement—that's cold, hard cash.
Now, even though TikTok's potential is huge, there's a growing wave of skepticism. It's facing increasing restrictions and bans in various countries. For instance, countries like India, Afghanistan, and several European nations have placed either partial or complete bans on TikTok. The main concern is over data privacy and national security.
In the United States, legislation has been passed that could potentially lead to a nationwide ban unless TikTok's ownership is transferred to an American company.
This makes TikTok a bit of a gamble for B2B marketers. Sure, the platform offers incredible reach and engagement, but the uncertain regulatory environment means companies need to be prepared for sudden changes.
So, what's the takeaway here? If you don't care about the regulations and potential bans and still want to jump in, by all means, do so. But before you dive in, make sure you thoroughly understand and analyze whether TikTok is the right platform for your brand—not just because other brands are succeeding, or your competitors are there.
Here's your action plan:
Evaluate the fit: Assess whether your brand’s message and audience align with the TikTok platform.
Start by listening: Spend a week just scrolling and understanding the vibe.
Find your niche: What's your unique angle?
Be real: People can smell inauthentic content from a mile away.
Experiment: Try different types of content and see what sticks.
Engage: It's not just about posting; it's about being part of the community.
Remember, TikTok isn't just another marketing channel. It's a whole new way of connecting with your audience. It's where B2B meets personality, where corporate meets creative.
But stay informed about the regulatory landscape to avoid potential pitfalls. Dive in with a clear plan, and you might just find TikTok to be a game-changer for your B2B marketing efforts.
As for me, I'm going to sit this one out for now. I'm actually glad it's banned here in India—one less platform to manage and grow!
92222
10 AI tools that are shaking things up in 2024
I’ve been writing about AI a lot because it’s not just a fancy tech – it’s radically and very quickly changing how we do business.
In this edition, I picked 10 AI tools that are shaking things up in 2024.
From writing emails to finding hot leads, AI is on it. But don't worry, they're not here to take our jobs. They're here to make us better at what we do.
So here are 10 unheard AI tools you would want to explore and then team up with.
@Salesforce Einstein AI:
This tool analyzes your customer data to predict which leads are most likely to convert. It looks at past behaviour patterns to help you focus your efforts where they're most likely to pay off.
HubSpot's Content Assistant:
It generates ideas for blog posts, social media content, and even email subject lines. While it doesn't replace human creativity, it's great for overcoming writer's block and sparking new ideas.
Drift's Conversational AI:
These chatbots can handle initial customer inquiries, qualify leads, and even schedule meetings.They're particularly useful for companies that get a lot of similar questions from potential customers.
Adobe's Marketo Engage:
This platform uses AI to determine the best time to send emails to each individual on your list. It also suggests content that might resonate with different segments of your audience.
Persado:
This tool analyzes your marketing copy and suggests changes to make it more effective. It's based on a large database of marketing language and consumer responses.
Albert manages digital ad campaigns across multiple channels. It can adjust bids, budgets, and targeting in real-time based on performance data.
PathFactory:
It tracks how potential customers interact with your content and uses this data to suggest what content to show them next. The goal is to guide them towards a purchase decision.
Phrasee:
Specializing in email subject lines and short-form copy, Phrasee generates and tests different variations to see what performs best with your audience.
Seventh Sense:
This tool analyzes when each person on your email list is most likely to open and engage with emails. It then schedules your emails to arrive at those optimal times.
Dialpad AI:
It listens to sales calls and provides real-time suggestions to sales reps. It can also summarize calls and extract key action items.
Remember: these tools are only as good as the people using them. They're more like really smart assistants. So pick one tool that fits a need you have right now. Try it out. Get comfortable with it. Then, move on to the next one.
Slick sales pitch vs. Customer Advocacy
We have been talking about the latest AI tools and breakthroughs in B2B marketing campaigns. However, in this race to use what’s new and exciting let’s not forget the most basic yet most potent strategy — the power of customer advocacy.
Think about it. Who do you trust more: a slick sales pitch or a friend telling you about a product they love? Exactly. That's the power of customer advocacy.
See how can turn your happy customers into rockstars. Don’t just create case studies gathering dust on a website. Have real people sharing real stories at events, in videos, and on social media. And guess what? It works. These customer stories attract a lot of eyeballs.
Some companies have a Customer Advisory Board where their top clients help shape product development. These customers feel valued, and companies get insider insights. Win-win.
But it's not just tech giants making waves. Hootsuite's Ambassador program turns power users into brand evangelists. They get exclusive perks, and Hootsuite gets an army of authentic voices singing their praises.
The numbers don't lie. According to a study by Influitive, companies with formal advocacy programs see 2x higher revenue growth compared to those without.
And get this: 83% of B2B buyers say customer stories have a critical impact on their vendor selections. That's not just nice-to-have. That's a need-to-have.
So, how do you get in on this action? Here's a quick playbook:
Identify your happy customers. Look for those who rave about you on social media or send glowing feedback.
Make it easy for them to share. Create templates for testimonials or social media posts.
Offer incentives. This could be early access to new features, exclusive events, or even co-marketing opportunities.
Showcase their success. Feature customer stories prominently on your website and in your marketing materials.
Create a community. Give your advocates a platform to connect.
All this allows you to put your customers at the centre of everything you do. Show a ton of proof. And turn transactions into long-term relationships.
Well, that’s it for edition #14 of the Viks M.I.X (Marketing. Insights. Exchange) newsletter.
Share with me in the comment box, what’s the #1 strategy you feel you can implement in your marketing.
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