WPP and IBM have unveiled a new watsonx-powered AI platform designed to revolutionize global B2B marketing. The solution helps marketers identify buying groups with precision, personalize engagement across channels, and make faster data-led decisions, leveraging LinkedIn insights and WPP’s AI models. This collaboration aims to enhance orchestration, ROI, and efficiency at enterprise scale, addressing the growing complexity of multi-stakeholder B2B buying journeys.
Why This Matters
The B2B marketing landscape faces unique challenges:
- Decisions involve 6–10 stakeholders per buying group
- Existing solutions are largely consumer-focused, targeting single decision-makers
- Personalization, relevance, and consistency across multiple channels remain complex
The new platform positions WPP and IBM to deliver actionable insights and AI-driven orchestration, empowering enterprises to connect with entire buyer groups effectively and efficiently.
Leadership Perspectives
Stephan Pretorius, CTO, WPP:
“Our clients want to reach the right people, at the right time, on the right channels, with the right message. Most market solutions focus on consumer marketing. WPP Open for B2B, in collaboration with IBM and LinkedIn, addresses complex B2B challenges using the best of WPP and IBM technology.”
Jonathan Adashek, SVP – Marketing & Communications, IBM:
“Our collaboration with WPP and LinkedIn provides real-time, actionable insights based on trusted data, helping marketers create personalized, consistent experiences for buying groups at scale.”
Penry Price, VP, LinkedIn:
“Success in B2B requires building relationships across multiple stakeholders. Our data on buyer groups informs WPP Open for B2B, helping clients deliver more effective campaigns.”
Strategic Implications
The platform empowers enterprises to:
- Precisely map and target buying groups
- Personalize engagement across multiple channels
- Increase campaign ROI and efficiency
- Scale marketing operations globally with AI-driven insights
WPP and IBM’s new AI-powered solution signals a step-change in B2B marketing, combining data intelligence, AI, and multi-stakeholder insights to deliver enterprise-grade impact. By integrating LinkedIn’s buyer group knowledge and WPP’s creative expertise, the platform positions brands to orchestrate smarter, faster, and more effective marketing campaigns worldwide.
