Machine learning (ML) is a subset of AI that enables systems to identify patterns and make predictions without explicit programming. In B2B marketing, ML underpins predictive analytics, lead scoring, and campaign optimisation.
As machine learning models process more data, they continuously adapt and refine their predictions. This makes them especially valuable in B2B marketing, where patterns in buyer behaviour, intent signals, and engagement trends are complex and constantly evolving.
By learning from real outcomes, such as which leads convert or which campaigns perform best, ML helps marketers make faster, evidence-based decisions that improve efficiency and impact over time.