WPP and IBM have announced the launch of a new business-to-business (B2B) solution powered by ’s AI and data platform Watsonx designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey.
Alan Webber, Program Vice President – Digital Platform Ecosystems at analyst firm IDC believes “this product and partnership have the potential to be an exponential force multiplier for the Fortune 1000.” Said Stephan Pretorius, Chief Technology Officer at WPP: “Our clients want to get in front of the right people, at the right time, on the right channels, with the right message. However, most solutions in the market today are designed for consumer marketing, targeted at sole decision-makers at a single point of purchase. WPP Open for B2B, and our collaboration with IBM and LinkedIn, will help solve some incredibly complex challenges in the B2B marketing space, using the best of WPP and IBM technology and expertise.”
Added Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM:“B2B marketers have been focused on creating truly personalized, relevant and consistent experiences for buying groups at scale for years. Our collaboration with WPP and LinkedIn provides real-time, actionable insights that are based on trusted data. We are excited to create and use these new, powerful and trusted AI solutions to deliver a force multiplier for B2B marketing.”