The Hand Talks
That Crucial Human Touch in B2B Sales
18.08.2023 by The Hand
In the complex arena of B2B sales and marketing, personalisation is the absolute cornerstone of successful engagement. The development of AI has undoubtedly reshaped how businesses approach marketing and sales, offering unprecedented efficiency in certain tasks. However, it’s vital to debunk the notion of AI being able to achieve successful personalisation and connection all on its own. It can’t.
Whilst AI can expedite processes, it fundamentally lacks the depth of human understanding of language nuances and emotion. Let’s delve a bit more into the symbiotic relationship between human expertise in personalisation and AI efficiency as a tool in the complex B2B world. Because whilst it’s clear it can make the process more efficient, what I see no evidence for is how AI can replace the human touch. I just don’t believe it can right now.
Let’s start with the simple truth: AI is a tool, not a substitute.
It doesn’t actually think. It has no morals and it has no ethics. It’s, in fact, a very big search engine (note article in the Financial Times last month about this).
Thinking is a uniquely human skill and is vital to human connection and achieving sales and growth. In terms of technical revolution, AI is a word processor replacing a typewriter – it still needs real people for it to work well.
I feel concerned about the fact that there are a lot of Emperor New Clothes AI mass email outfits around at the moment, dangling the idea of efficiencies and cost reductions. Most of my business contacts and my clients see them coming a mile off and steer clear… Any business that is serious about its reputation and building a real sales pipeline should beware.
- Automated Analysis: AI assists in sifting through vast datasets, expediting the process of data analysis for better insights. It’s a game-changer as a tool (we use a couple of best in class platforms at The Hand on behalf of our clients to utilise this – creating enormous efficiency).
- Email Marketing: AI-generated emails provide a starting point for communication, saving time in drafting initial messages. However sales email require one on one human creation and interaction for true success.
- AI accelerates certain processes but remains reliant on the foundation of human comprehension to be truly effective.
- Humans need to create the accurate brief for and fine-tune any AI-generated content to ensure that it aligns with the recipient’s needs and conveys genuine understanding. Additionally audiences need to be accurately researched and segmented before any marketing content is shared.
- AI processes text without grasping its deeper meanings. Human oversight is essential to ensure accurate and contextually relevant content.
- Misinterpretations or awkward phrasing due to AI can damage outreach from the outset. Humans provide the necessary checks and relevant content and connect in communication.
- Fundamentally AI’s role in marketing and sales is to expedite processes, allowing human professionals more time to spend time on nuanced engagement.
- Maintaining Authenticity: Human engagement builds trust and rapport, which are integral in complex B2B environments. Humans speak to humans and create engagement.