How B2B marketers can use AI with existing platforms

The AI landscape is evolving at a speed unlike anything we’ve seen before and it’s reshaping how B2B buyers engage. The question is no longer whether AI belongs in your sales and marketing strategy. It is how you will use it.

In this post, we’ll break down some practical frameworks, bust a few myths, and share where so construction marketing professionals can confidently integrate AI into their everyday B2B workflows.

Image courtesy of Adobe Stock / ipopba (Adobe Stock ID: 576595621)

What are the common myths about AI?

Let’s address two frequent objections:

“AI is not relevant to us.”

“Our team is not ready.”

Both are increasingly risky. AI is not a future trend. It is already shaping B2B decision-making. Complex, long-cycle, high-value sales – the kind many B2B organisations specialise in - are exactly where AI thrives.

At KHL Group, we have already made major investments in AI-driven marketing technologies. Our systems segment audiences with precision, enabling personalized campaigns that boost engagement and deliver measurable growth.

The formula for modern B2B success

To connect meaningfully with today’s buyers, marketers must align four essentials:

• The right person
• At the right time
• With the right message
• Through the right channel

You already have the data to do this. It is more than a backend tool. It is a strategic advantage. In an AI-powered world, clean and structured data becomes the foundation for smarter marketing.

But data alone is not enough. You need to own it, organize it, and use platforms that empower you to act on it.

Where should I start with AI?

You likely already have AI in your tech stack. The first step? Audit your existing tools. Many platforms now include embedded AI features.

Start small. Focus on areas where AI can streamline and enhance your current processes:

• Lead scoring & prioritization
• Automated follow-ups
• Personalized email flows
• Chatbots and intelligent sales assistants

How should you rethink content in the AI era?

We’re still writing content like it’s 2018 - chasing Google rankings. But Gen Z (the next wave of decision-makers) is already shifting behavior:

30% use AI tools for search over traditional search engines.

That means your content strategy needs to evolve. In the AI era, visibility isn’t about ranking. It’s about being referenced. To succeed, your content must be:

• Machine-readable: Clear structure, simple language, use of FAQs, definitions, and step-by-step formats.
• Machine-valuable: Build a body of authoritative content. Reference your brand naturally and get indexed by trusted sources.

How does AI improve the buyer experience?

AI can read signals that humans often miss. It can analyse unstructured data to identify:

• Where buyers are in their journey
• What they care about
• What they need next

With the right tools, AI helps you predict intent, deliver personalised experiences, and move leads through the funnel more intelligently.

One-size-fits-all content journeys are over. Your buyers expect relevance. AI helps you deliver it in real time.

How do you build AI into your sales workflows?

AI has moved beyond simple tools. We are now seeing the rise of AI agents - systems that interpret, decide, and act independently.

By embedding intelligent automation into your workflows, you can unlock efficiency and reduce friction in the buying process.

Here are a few examples of how AI is already supporting high-value activity:

• Drafting RFP responses based on past submissions
• Summarizing and analysing tender documents
• Generating and formatting sales proposals
• Surfacing real-time prompts during live calls

How can I prepare my team to use AI effectively?

For AI to work, your team needs to be enabled. Here is how to get started:

• Upskill in prompt engineering: Teach your team how to give AI quality instructions
• Build an AI-first culture: Position AI as a co-pilot, not a replacement
• Establish governance: Create clear policies for how and where AI should be used
• Test, measure, iterate: Use AI to experiment, track results, and refine your approach

Final thought: Get in the game now

Heather Akuiyibo, VP of GTM Integration at Databricks, puts it best:

“AI is revolutionizing how we sell at Databricks, freeing our teams from repetitive tasks and unlocking time for what truly matters – building relationships and closing deals. But the magic only happens with clean data, strong governance, and a mindset of experimentation.”

The winners are already moving. The question is: Do you want to be ahead of the game or left behind?