The Shift We’re SeeingWalk into any boardroom in India today, and you’ll hear a new kind of conversation: data,personalization, automation—and AI. The way B2B companies market themselves is changing fast. Notwith flash or fluff, but with sharper targeting, smarter messaging, and tools that do the heavy lifting. Why This Shift MattersBuyers are researching before they ever talk to sales Digital touchpoints now drive trustCampaigns need to be quicker, leaner, and more personal How Indian B2B Marketers Are Actually Using AI 1. Less Guesswork, More FocusMarketers are moving beyond traditional approaches. They’re: – Automating repetitive tasks using toolslike HubSpot AI – Using platforms like Jasper to draft content fast – Optimizing campaigns by learning from past performance No one wants to spend weeks setting up a funnel that doesn’t convert. AI helps teams move faster, test more, and adjust quicker.2. Smarter Lead HandlingLet’s face it—getting leads is easy. Getting the right ones? That’s the challenge. Here’s how AI is helping: – Predictive lead scoring using tools like Salesforce Einstein – Smartersegmentation that matches the buyer’s stage, not just their job title – Cleaner databases that don’t waste sales reps’ time3. Personalized Journeys at ScaleToday’s buyers expect more than a generic message.Indian B2B firms are: – Customizing landing pages based on industry or role – Sending emails triggeredby specific user behaviors – Using chatbots that actually help—not annoy Real Examples from Indian Enterprises Infosys x Adobe: Getting PersonalInfosys uses Adobe’s AI stack to tailor user journeys. That means: – Real-time content that changesbased on behavior – Smarter campaign orchestration across teams Bajaj Allianz & HDFCAt the Adobe Summit, they shared how segmentation and personalization helped them: – Improvedigital engagement – Run efficient multi-channel marketing What Indian Companies Are Doing RightThe best players aren’t just using tools—they’re changing how teams work. Here’s what sets them apart:- Marketing, IT, and Sales sit at the same table – Internal teams are trained on AI tools—not just handedsoftware – They rely on first-party data to train AI models – They think long-term, not just quickautomation wins But Not Everyone’s There YetSome companies are still struggling. Why? – Legacy systems that don’t talk to new tools – CRM datathat’s messy or incomplete – Unclear policies around data privacy and AI usageAnd of course, the fear that AI will ‘replace’ jobs instead of supporting them. Looking Ahead: What It Means for B2B MarketingIndian B2B companies aren’t just adopting AI—they’re adapting their entire marketing mindset. Fromold-school campaigns to real-time engagement, the transformation is real. What works now: – Clarity in strategy – Smart integration of tools – Teams that learn and iterate The result? Campaigns that are faster, more relevant, and built for long-term trust ConclusionAI isn’t a trend—it’s becoming the backbone of Indian B2B marketing. Companies thatlearn how to use it with purpose are already seeing the payoff. The rest? Time to catch up.