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The WPP Open for B2B Platform, Powered by watsonx from IBM

By Alex Passett

Happy Friday, y’all.

In GenAI-centric news involving WPP and IBM – the former being described as “the creative transformation company, and the latter being a leader-of-the-charge developer of responsible, scalable and well-governed AI solutions – it appears the two are launching a brand-new B2B-focused offering that is enhanced by IBM’s very own watsonx.

For readers with one foot already aboard the TGIF/weekend train, so to speak, here are the simple long-story-short details regarding this new WPP Open for B2B platform, powered by watsonx:

  • WPP Open for B2B has been designed to help marketers solve complicated B2B marketing challenges; accurately identifying and engaging buying groups as demographics (and demands) shift, improving clients long-term ROI, etc.
  • This brings what the two companies define as “strong market-leading, proprietary capabilities” that help bridge crucial gaps between buying groups (often comprised of multiple priority-diverse stakeholders) and the insurable delivery of consistent messaging over long sales periods.
  • Built into WPP Open for B2B is the AI-powered “Buying Group Brain,” a WPP AI model that can precisely identify target buying groups in a B2B client account and is trained on trustworthy client and third-party data parsed by watsonx. Data.
  • Using insights from the Buying Group Brain, engagement metrics can be better tracked and other channel activities can be better optimized for both cohesion and relevance.
  • Finally, the built-in Chief Marketing Officer (CMO) Command Center is an AI assistant that brings forward data and insights while connecting underlying systems so senior marketers can, quote, “plan and model scenarios, predict results, and execute additional recommended actions.”

Stephen Pretorius, CTO at WPP, stated how his company’s 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, will help solve some incredibly complex challenges in the B2B marketing space, using the best of WPP and IBM technology and expertise.”

And Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, said “B2B marketers have been focused on creating truly personalized, relevant and consistent experiences for buying groups at scale for years. Our collaboration with WPP 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.”


Edited by Greg Tavarez
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