International Business Machines Corporation IBM recently collaborated with WPP Plc WPP to introduce a new business-to-business (B2B) solution within the marketing industry. The collaboration aims to enhance productivity and help clients unlock their business value by better understanding the various buying decisions.

Leveraging IBM's cutting-edge AI technologies, including Watsonx, and the newly-launched WPP Open for B2B platform, WPP aims to expedite digital transformation for business enterprises globally.

This new platform is designed to meet enterprise-scale requirements, offering strong security, governance and seamless integration with clients' current systems. It can empower marketers to effectively address B2B marketing challenges. The new platform effectively identifies crucial purchasing decisions of multiple stakeholders in diverse buying groups who collectively can influence the market both internally and externally within organizations.

Moreover, by harnessing advanced data analytics and machine learning capabilities, this WPP AI model can fetch data from the client and third parties through IBM Watsonx to optimize engagement for buying groups. This can provide B2B marketers with guidance on channel selection and content to ensure that buying groups receive a unified, consistent and pertinent message.

Additionally, it also enables them to monitor the effectiveness of marketing activities within buying groups and make real-time adjustments to messaging or influencer targeting as needed.

WPP and IBM will also collaborate with LinkedIn to help clients deliver more effective advertising campaigns. This collaboration is likely to improve the profitability of IBM and strengthen its leadership in delivering innovative solutions across the hybrid cloud, AI, and consulting services.

Shares of IBM have gained 27.6% over the past year compared with the industry’s growth of 21.4%

Image Source: Zacks Investment Research

Zacks Rank and Key Picks

IBM currently carries a Zacks Rank #3 (Hold).

Some better-ranked stocks in the industry have been discussed below.

Arista Networks, Inc. ANET, sporting a Zacks Rank of 1 (Strong Buy) at present, supplies products to a prestigious set of customers, including Fortune 500 global companies in markets such as cloud titans, enterprises, financials and specialty cloud service providers.

Arista delivered a trailing four-quarter average earnings surprise of 15.39%. It has a long-term growth expectation of 15.68%. You can see the complete list of today’s Zacks #1 Rank stocks here.

Motorola Solutions Inc. MSI provides services and solutions to government segments and public safety programs, along with large enterprises and wireless infrastructure services. Currently, Motorola holds a Zacks Rank #2 (Buy).

It delivered a trailing four-quarter average earnings surprise of 7.54% and has a long-term growth expectation of 9.47%. In the last reported quarter, Motorola delivered an earnings surprise of 11.51%.