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WPP Open for B2B is powered by IBM’s Watsonx AI and data platform to solve complex B2B marketing challenges.
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IBM They are the first users of the platform that will accelerate AI-driven marketing and communications transformation.
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WPP and IBM team up with LinkedIn to better understand buying groups
Cannes, France, June 19, 2024 /CNW/ — WPP (NYSE: WPP) and IBM (NYSE: IBM) today announced the release of a new business-to-business (B2B) solution, powered by IBM’s AI and data platform, watsonx, designed to reinvent the way B2B marketers identify and engage customers and prospects throughout the buying process.
WPP Open for B2B helps marketers solve complex B2B marketing challenges, accurately identify and engage buying groups, and drive return on investment for their clients. Buying groups are made up of multiple stakeholders with different priorities and influence key purchasing decisions both within and outside of the organization, so delivering a consistent message over a long selling lifespan can be challenging. Traditionally, understanding how to align that message across the right channels to persuade buying groups to buy has been difficult, often leading to inefficiencies in marketing spend.
WPP Open for B2B is powered by watsonx, an AI and data platform designed to accelerate the impact of AI across businesses, bringing together the unique market-leading capabilities of both organisations. WPP and IBM have strategically aligned with LinkedIn to help brands gain a deeper understanding of buying groups to market more effectively and reach target buyers.
Alan Webberprogram vice president for digital platform ecosystems at analyst firm IDC, believes “this product and partnership has the potential to be a breakthrough for Fortune 1000 companies.”
Stephen Pretorius“We’re excited to be working with NVIDIA to bring the next generation of AI to the market,” said WPP’s Chief Technology Officer. “Our clients want to reach the right people with the right message, on the right channel, at the right time. However, most solutions on the market today are designed for consumer marketing, targeting a single decision maker at a single point of purchase. WPP Open for B2B and our collaboration with IBM and LinkedIn will leverage the best of WPP and IBM technology and expertise to help solve some of the most complex challenges in the B2B marketing space.”
Jonathan AdashekIBM’s Senior Vice President of Marketing and Communications, Said: “For years, B2B marketers have focused on delivering truly personalized, relevant and consistent experiences for large buying groups. Our collaboration with WPP and LinkedIn delivers real-time, actionable insights based on trusted data. We’re excited to develop and use these new powerful and trusted AI solutions to help empower B2B marketing.”
Penry Price“We’re excited to be working with LinkedIn’s Vice President,” said “To be successful in B2B, clients need to reach six to 10 stakeholders, so building relationships and ‘collective trust’ across the buyer group is key. We look forward to working with WPP and IBM to determine how our unique knowledge of buyer groups can benefit WPP Open for B2B and help clients run more effective advertising campaigns.”
With watsonx, WPP and IBM built out the platform’s capabilities, including:
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AI-powered Buying Group Brain™ – WPP AI models that can more accurately identify target buying groups within B2B client accounts, built with IBM watsonx.ai and trained on trusted data from clients and third parties through IBM watsonx.data, will also inform how marketers can deliver personalized, consistent experiences across channels and over the lifespan of long-term influencer campaigns.
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Orchestration and Optimization – Leverage insights from WPP’s Buying Group Brain™ AI model to optimize buying group engagement and opportunity progression, including providing channel mix and content recommendations to ensure buying groups experience consistent and relevant messaging, and helping marketers track the effectiveness of marketing efforts with buying groups and adjust messaging and influencer targeting as needed.
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Chief Marketing Officer Command Center – An AI assistant that serves as a command center for the CMO, providing data and insights and connecting underlying systems to enable senior marketers to plan and model scenarios, predict outcomes, make more data-driven decisions, and take recommended actions.
These capabilities are supported by the IBM watsonx.governance toolkit, helping clients govern and transparently track the performance of their AI models.
Accelerating the transformation of marketing and communications using IBM’s AI
IBM has already begun rolling out the new platform within its marketing and communications division. WPP’s creative and technology expertise, along with the co-innovation of the Watsonx platform, is expected to support IBM’s goal of accelerating growth through AI-driven marketing.
An open approach with built-in governance
WPP Open for B2B, powered by watsonx, combines the open capabilities of WPP Open, IBM watsonx and Red Hat OpenShift, designed to deliver enterprise scale, security, governance and easy integration into clients’ existing systems.1.
IBM Consulting is the lead change management consulting partner for this solution, which includes using our collaborative engagement model IBM Garage to help clients customize and operationalize the platform, integrate it into their marketing workflows, and help employees upskill and adopt the platform. IBM consultants can help select and deploy the right AI models for the platform based on client requirements, including enterprise-grade models such as IBM Granite, open source, or other third-party models.
About WPP
WPP is a creative change company. We use the power of creativity to build a better future for people, planet, customers and communities. For more information, visit www.wpp.com.
WPP Open for B2B is part of WPP Open, WPP’s AI-powered intelligent marketing operating system. Leveraging WPP’s decades of experience serving enterprise clients, WPP Open is designed to integrate with any client, partner or technology vendor to create an optimized, automated marketing capability.
About IBM
IBM is a leading provider of global hybrid cloud, AI and consulting expertise. We help clients in more than 175 countries use data insights to streamline business processes, reduce costs and gain a competitive edge in their industries. Thousands of government agencies and enterprises in critical infrastructure sectors, including financial services, communications and healthcare, rely on IBM’s hybrid cloud platform and Red Hat OpenShift to drive digital transformation quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting provide clients with open and flexible options. All of this is underpinned by IBM’s longstanding commitment to trust, transparency, accountability, inclusivity and service.
1 Red Hat® and OpenShift® are trademarks or registered trademarks of Red Hat, Inc. or its subsidiaries in the United States and other countries. united states of america and other countries.
Media Contact
WPP
Niken Lesniwiro, Senior Vice President of Global Communications
email address
IBM
Michelle MatelsonIBM External Relations
Morrison
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