WPP Open for B2B is powered by WatsonX and will bring together market-leading proprietary capabilities from both organizations
WPP and IBM announced the launch of an AI-powered business-to-business (B2B) solution aimed at reinventing the way professionals identify and engage customers throughout the purchasing journey.
WPP Open for B2B will help professionals solve B2B marketing challenges, accurately identify and engage buyer groups, and improve customers’ return on investment.
“B2B marketers have been focused on creating truly personalized, relevant and consistent experiences for large-scale buying groups for years. Our collaboration provides real-time, actionable insights based on trusted data. We are excited to create and use these new, powerful and reliable AI solutions to provide a force multiplier for B2B marketing,” said Jonathan Adashek, senior vice president of marketing and communications at IBM.
WPP Open for B2B is powered by watsonx — an AI and data platform designed to accelerate the impact of AI on businesses — and will bring together market-leading proprietary capabilities from both organizations.
WPP and IBM will strategically collaborate with LinkedIn to help brands better understand buyer groups so they can market more effectively and reach target buyers.
“Our clients want to reach the right people, at the right time, on the right channels, with the right message. However, most solutions on the market today are designed for consumer marketing, targeting single decision makers at a single point of purchase. WPP Open for B2B and our collaboration with IBM and LinkedIn will help solve some challenges in the B2B marketing space,” highlighted Stephan Pretorius, Chief Technology Officer at WPP.
