AI and new technologies are revolutionizing B2B marketing and opening up new ways to inspire customers and secure competitive advantages. This article highlights how companies can use strategic innovation scouting in marketing to create sustainable customer experiences and position themselves as innovation leaders.
- Neuroscientific principles of the “wow effect” and their significance for marketing.
- Concrete steps for implementing innovation scouting in the B2B sector.
- Importance of technology, ethics and human factors for future-oriented marketing.
Real inspiration: the neuroscience of the “wow effect”.
Our brain reacts to new experiences with fascinating precision. Innovative experiences special processes activated: The prefrontal cortex becomes more lively, new nerve cells sprout in the hippocampus and the amygdala evaluates the emotional significance of the experience. This neurobiological processes ensure that innovative experiences are particularly memorable – an effect that B2B marketers can use specifically for their brand.
2024: The year of lasting memories.
We are in the midst of a veritable innovation boom. After a period of stagnation, we are now experiencing a renaissance of the “wow factor”, driven in particular by AI. From ChatGPT to AI-generated videos to fully automated content platforms – the digital world offers new surprises every day. This presents B2B companies with a unique opportunity to make the most of the opportunities and inspire customers with something truly new.
Why B2B marketing needs innovation scouting now.
Innovation scouting is a strategic process – known from product development, among other things – for systematically searching for groundbreaking technologies and ideas outside of one’s own company. The aim is to increase innovation capacity and to use external resources cleverly.
In the current phase of technological change, B2B companies have the opportunity to gain real competitive advantages in marketing through targeted innovation scouting. Innovation scouting makes it possible to identify new technologies, interfaces and forms of experience at an early stage and use them for your own marketing.
The wow effect in B2B practice.
Imagine offering your B2B customers a virtual tour of their optimized production facility using augmented reality – even before any real conversion has taken place. The customer can adjust the future facility in real time using voice input and ask questions about all the details – from price to duration to industry benchmarks. Such innovative approaches not only create the desired wow effect, but also offer real added value in the B2B context. And they are only possible if you deal with the latest innovations in natural language processing and large language models and combine them with other technologies. Many marketing organizations are already doing this – but have not yet systematized it.
Concrete steps for successful innovation scouting:
- Form an interdisciplinary innovation team from marketing, IT and product development.
- Define clear search fields that are relevant to your B2B target group.
- Use a variety of sources: specialist conferences, start-up scene, research institutions.
- Implement agile testing processes for rapid prototypes and pilot projects.
- Establish KPIs to measure innovation success.
Laying the foundations: data management and tech stack.
Before companies can jump on innovations, they often have to lay a solid foundation first. This includes proper data management and a functioning tech stack. These basics are essential for personalization, target group segmentation and precise targeting. Only those who have done this homework can exploit the full potential of innovations in B2B marketing and measure success.
It is also crucial to identify and make accessible the right marketing-relevant data. Develop specific use cases and draw concrete insights from them.
Cross-Industry Innovation.
Look for innovative approaches outside your industry. For example, a B2B software provider could take inspiration from the fitness industry and develop a “gamification” concept for its customer training. Similar to fitness apps that motivate users with progress indicators and rewards, the company could create an interactive, AI-powered learning program that would guide users through different “levels,” award badges for knowledge learned, and encourage friendly competition between corporate customers. This turns an often dry product training into an experience that increases the use and adoption of the software while providing valuable data about customers’ learning progress and preferences.
The role of artificial intelligence in innovation scouting.
AI is not just a trend, but can be a powerful tool in innovation scouting itself. Use AI-powered research tools and web scrapers to identify hidden patterns or emerging trends. AI can also help predict customer behavior and optimize innovation processes.
The need for partners.
External partners, such as specialized marketing agencies, can offer significant added value in innovation scouting. They bring Inspiration and fresh perspectives, cross-industry experience and specialized know-howthat internal teams often do not have.
Agencies have a broad network and access to the latest technologies and trends, which can speed up the scouting process and make it more effective. They can also act as neutral advisors and help uncover blind spots in the company’s strategy.
One final thought: proactively shape the future.
Innovation scouting in B2B marketing is more than just a buzzword – it is a way of thinking that prepares your company for the challenges and opportunities of the future. By continuously searching for new ideas and technologies, integrating them into your marketing strategy and always keeping an eye on the added value for your B2B customers, you position yourself as a real driver of innovation in your industry.
Remember: Every innovative solution, every surprising customer experience and every groundbreaking idea that you discover and implement through your innovation scouting has the potential to leave deep and lasting impressions in the minds of your B2B customers – in a world that is constantly reinventing itself.
If you would like to learn more about how to Strengthen marketing strategy can, please contact us. Let’s work together to create innovative experiences that move your business forward.
