Artificial intelligence is changing the way B2B companies prospect and close new business. If before the process depended on generic lists, long surveys, and cold contacts, technology now can indicate the right customer, the ideal decision -making and the exact moment to start the conversation.
In the United Kingdom and the European Union, the results are already visible: almost two thirds of B2B sales leaders report return with IA in the first year. Among them, 19% see impact on up to 3 months and 27% in 6 to 12 months.
During the Cortex Summit 2025Pedro Rabel, Cortex Marketing Intelligence Leader, highlighted how this revolution is already underway: “AI analyzes historical data and maps signals that show when a company is ready to buy. This revolutionizes sales strategies.”
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Of the right client at the exact moment
The application of AI in the commercial process solves three classic challenges of those who work with complex sales. First, it helps in identifying the right companies by analyzing the market and customer base to point out which one has the greatest potential for a solution.
Then facilitates the mapping of decision makers, crossing data to indicate which people within these organizations are most relevant to starting a negotiation. Finally, they detect the best moment of approach, based on a number of factors, internal and external, which can make the prospect on a “warmer” client.
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According to Rabel, this means that the seller arrives on time with the right proposal. “It is a perfect combination because those seeking the solution is at the time of decision, and those who sell arrives with the proper proposal.”
If on the one hand, predictive intelligence shows when acting, the Generative takes care of “how”. Tools already allow you to create highly personalized messages, adapted to the profile of each prospect, increasing the relevance of the approach and raising response rates.
“It is not enough to know who the right customer is, it is necessary to arrive with the right message at the right time. It is this sum that guarantees predictable and sustainable growth,” concludes Rabel.
