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Unleashing AI's Potential in Paid Media

A B2B Tech Perspective.

In today’s rapidly evolving digital landscape, AI is no longer a futuristic concept – it’s a present-day reality transforming how B2B tech brands approach paid media. The question isn’t if you should leverage AI, but how to do so strategically and effectively to maximise performance.

At Fox Agency, we’re at the forefront of this transformation, continuously innovating and testing AI applications to drive superior campaign results for our global B2B tech clients. Patrick Fenton, VP of Media – North America, is sharing why he believes in harnessing the power of AI in the right place, at the right time, balancing cutting-edge technology with our strategic cross-channel expertise.

The Strategic Imperatives of AI in Paid Media

AI offers a wealth of opportunities across both strategic planning and tactical activation in paid media.

Strategically, AI can revolutionise:

  • Account Targeting & Segmentation: Imagine sifting through vast datasets with speed and accuracy to define and segment your ideal target accounts. AI makes this a reality, providing insights that lead to more precise audience definition.
  • Personalised Content & Messaging: Dynamic content generation and AI-powered chatbots can deliver highly personalised experiences, engaging prospects at every touchpoint.
  • Improved Customer Experience (CX): From predictive issue resolution to sentiment analysis, AI enhances the customer journey, fostering loyalty and satisfaction.
  • Multichannel Orchestration: Automate campaign management and engagement tracking across diverse channels, ensuring a cohesive and optimised approach.
  • Measuring ROI & Performance Analytics: AI offers advanced analytics and more accurate attribution modelling, giving you a clearer picture of your return on investment.

From a tactical activation standpoint, AI empowers us to enhance:

  • Bidding Strategies: We advocate for the considered use of AI-driven bidding tools like Google’s Smart Bidding and Meta’s Advantage+. These platforms use machine learning to efficiently scale performance, finding buyers while our strategic oversight ensures control and sustained growth.
  • Search Intelligence: Tools such as Adthena are invaluable. They reveal untapped market opportunities, optimise spend, and unlock full visibility across both Paid and Organic search, leading to smarter, more strategic budget decisions.
  • Creative Development: AI-powered creative tools accelerate testing cycles, significantly boost click-through rates (CTR), and reduce cost per acquisition (CPA). This is particularly critical on platforms like Meta, where creative is estimated to drive 80% of winning campaign performance, and speed is a decisive competitive edge.
  • General Account Housekeeping: Automating routine account maintenance with AI and scripts drastically cuts down on manual work, boosts efficiency, and frees up our specialists to focus on high-impact strategic initiatives.

Our 7-Step Approach to Maximising Paid Media Performance with AI

At Fox Agency, we’ve developed a robust, seven-step framework for global B2B tech brands to effectively utilise AI in maximising paid media performance:

  1. Audience Insights: We compliment our MarTech planning stack with extensive feedback from Large Language Models (LLMs), enriching our understanding of target audiences.
  2. Audience Builds: We acknowledge the current inaccuracies in audience building capabilities within walled gardens like LinkedIn. This highlights the ongoing need for granular, B2B-specific targeting strategies that often require human oversight.
  3. QA & Launch: To ensure rigor and speed, we compliment manual campaign checks with AI checks during the quality assurance and launch phases.
  4. Channel & Creative Optimisation: High-reach channels like programmatic generate a wealth of data, making them ideal for AI optimisation. For more refined audiences in search/social programs, strategic alignment with specific goals is paramount. Crucially, we never auto-accept platform recommendations; every decision is expert-approved.
  5. Conversion Optimization: Given that B2B often involves smaller conversion sets compared to consumer transactions, direct AI optimisation can be less reliable. Instead, we leverage AI to target bigger sets of ‘pertinent actions’ rather than solely focusing on direct response.
  6. Performance Trends: We employ AI to expedite data validation and visualisation, enabling more frequent and accurate relay of performance trends to our clients.
  7. Performance Analysis: While AI platforms aid in trend review, the critical analysis, recommendations, and strategic next steps remain the domain of our experienced strategic experts. This ensures that technology augments, rather than replaces, human insight.

Human-Led, AI-Powered

AI is transforming paid media, offering unparalleled opportunities for efficiency, precision, and performance. By adopting a thoughtful, strategic approach, B2B tech brands can unlock significant growth and maintain a competitive edge. It’s about empowering your teams with the best tools, while ensuring expert human strategy guides every decision.