WPP, IBM announce launch of new business-to-business solution

WPP (WPP) and IBM (IBM) announced the launch of a new business-to-business, or B2B, solution powered by IBM’s AI and data platform watsonx, “designed to reinvent how B2B marketers identify and engage clients and prospects across the buying journey.” Stephan Pretorius, Chief Technology Officer at WPP, said: “Our clients want to get in front of the right people, at the right time, on the right channels, with the right message. However, most solutions in the market today are designed for consumer marketing, targeted at sole decision-makers at a single point of purchase. WPP Open for B2B, and our collaboration with IBM and LinkedIn, will help solve some incredibly complex challenges in the B2B marketing space, using the best of WPP and IBM technology and expertise.”