As seen in Springs Magazine Winter 2025 issue

Artificial intelligence (AI) has emerged as a transformative force across various sectors, and the manufacturing industry is no exception. As manufacturers strive to adapt to rapidly changing market dynamics and customer expectations, integrating AI into marketing strategies has increasing appeal. However, while the potential benefits are significant, there are also notable challenges that organizations must navigate. This article will explore the pros and cons of using AI for business-to-business (B2B) marketing in manufacturing.

Purpose: Targeted Marketing and Customer Segmentation

PRO: One of the most significant advantages of AI in B2B marketing is its ability to analyze large datasets to identify and target customer segments. AI algorithms can sift through customer behavior, purchasing patterns and industry trends to develop detailed customer profiles. This data-driven approach enables companies, including manufacturers, to create personalized marketing campaigns that resonate with specific segments, enhancing engagement and conversion rates.

CON: While having a computer quickly analyze data might sound wonderful, implementing these AI solutions can be complex for manufacturers, particularly companies with outdated systems or  lacking technological infrastructure. Integrating AI into existing workflows may require significant time and resources, posing a barrier to adoption for some organizations.

Purpose: Enhanced Customer Insights

PRO: Understanding customer preferences and pain points in the manufacturing sector is crucial to creating an effective marketing plan. AI can generate an understanding by analyzing feedback from various sources—such as social media, surveys and customer support interactions—to provide valuable insights into customer sentiment. These insights can help inform product development and marketing strategies, enabling manufacturers to align their offerings with market demands.

CON: While analysis can be very helpful, a great deal of customer feedback can still be gathered through good old-fashioned interpersonal conversations. In my experience, some of the best, most honest and helpful feedback I have ever received was from personal conversations. While this may not always be the fastest way to collect data, it’s a great way to get detailed answers, ask clarifying or follow-up questions and dial in on the information you need to move forward with your marketing plan.

Purpose: Customer Engagement

PRO: AI technologies like chatbots and virtual assistants can enhance customer engagement by providing instant support and information. These tools can answer frequently asked questions, guide customers through product selections and resolve issues in real time. This level of responsiveness can not only improve customer satisfaction but can also help foster loyalty and repeat business.

CON: The downside is that if these chatbots are not fully developed with enough information and detail, they are not always helpful to customers and can leave them feeling frustrated and seeking a real person.  While automation offers numerous benefits, an over-reliance on AI can undermine the human element of marketing. Building meaningful customer relationships often requires empathy and creativity—qualities AI cannot replicate. Striking a balance between automation and personal touch is essential for long-term success.

Purpose: Automation of Marketing Processes and Real-Time Performance Measurement

PRO: Many AI-driven marketing automation tools are available today to streamline marketing operations. Email campaigns, social media management and lead generation can be automated, reducing the time and resources required for manual execution. This efficiency allows marketing teams to focus on strategic initiatives, creative content development and relationship building rather than getting bogged down in repetitive tasks.

These AI tools can also track and analyze marketing campaign performance in real time, providing marketers with actionable insights. This capability allows for quick adjustments and optimizations, ensuring campaigns remain effective and aligned with business goals. By measuring the key performance indicators (KPIs) that are relevant to the campaign, manufacturers can make informed decisions about where to allocate resources for maximum impact.

CON: Marketing automation software is generally expensive and complex. Options such as HubSpot or Marketo can be expensive, especially for small businesses, and their tiered pricing structure means costs quickly add up when scaling for additional features or user seats.

While marketing automation software also offers extensive features, which can be insightful and helpful, it can also easily overwhelm new users, and mastering the platform may require significant time and training. Businesses interested in using these tools may also face issues with compatibility. Many manufacturers use niche, highly customized ERP systems that may be challenging to integrate with mainstream AI marketing tools, potentially leading to data silos.

The Bottom Line
As manufacturers seek ways to stay competitive in an increasingly digital world, AI-driven marketing presents exciting opportunities and practical challenges. The ability to target specific customer segments, gain deep insights into customer behavior, enhance engagement and automate routine tasks can significantly improve the efficiency and effectiveness of marketing efforts. However, it’s important for manufacturers to carefully consider the barriers to implementation, such as the integration complexities, the potential lack of human touch and the cost of advanced tools. Ultimately, the key to success will be finding the right balance—leveraging AI to drive efficiencies and insights while ensuring that personal relationships and authentic engagement remain at the heart of marketing strategies. By navigating both the pros and cons thoughtfully, manufacturers can harness the power of AI to not only meet current market demands but to position themselves for future growth and innovation.

Jackie Bozart is on a mission to provide industrial manufacturers with practical, results-driven marketing. She has a unique 15-year background working in marketing roles with a variety of manufacturers, providing strategic marketing, branding and lead generation, which give her clients a strong advantage in their space.

Bozart is president & co-founder of Sell.Market.Win. LLC, a firm that provides industrial manufacturers access to high-caliber marketing talent (and the results that come with it) at a fraction of a full-time hire.