Martech B2B: Technologies, AI, and Data for a More Competitive Customer Experience

Artificial intelligence—integrated with Martech solutions such as PIM, DAM, CRM, and B2B e-commerce platforms—is increasingly central to boosting efficiency, personalisation, and competitiveness for B2B companies. This was highlighted in the webinar “Benefits and Trends in B2B Martech,” organised by the Digital Commerce & Experience Observatory and the Omnichannel Customer Experience Observatory at Politecnico di Milano on May 5, 2025.

Martech B2B: A Framework for Measuring Value

During the event, a model was presented for interpreting the value of Martech technologies along three dimensions:

• Process optimisation;
• Enhancement of human capital;
• Customer relationship.

Among the most strategic solutions are PIM (Product Information Management) and DAM (Digital Asset Management), which are essential for improving data and asset management, reducing operational costs, and fostering collaboration across departments.

Integrating CRM, Sales Force Automation, and discriminative and generative AI enables advanced customer-management approaches: lead scoring, churn prediction, automated creation of buyer personas, and personalised content generation.

B2B e-shops are also evolving into intelligent relational ecosystems capable of delivering dynamic experiences, multilingual support, and automated cross- and up-selling strategies—all within an increasingly integrated and seamless omnichannel perspective.

PIM and DAM: Toward Integrated Data Management

Special focus was given to PIM and DAM platforms, representing the new frontier for integrating product information and digital assets. Key advantages include reducing manual errors, increasing cross-channel consistency, enhancing resource centralisation, and accelerating time to market.

A standout case is Scame Parre, which upgraded its PIM system with support from GMDE by integrating artificial intelligence to automate product description generation and translation into multiple languages. This enabled greater operational efficiency, higher information quality, and faster updates to its multilingual catalogues.

GMDE Supporting Companies in Their Martech Evolution

For years, GMDE has assisted B2B companies in integrating advanced technological solutions, combining PIM, DAM, and artificial intelligence for truly omnichannel data management and a consistent customer experience across all touchpoints. As an active partner of the Politecnico observatories, GMDE promotes the spread of innovation best practices and helps enterprises build customised, high-performance Martech ecosystems.

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