[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/aokmarketing.com\/bot-to-bot-marketing-what-it-means-for-marketing-today\/#BlogPosting","mainEntityOfPage":"https:\/\/aokmarketing.com\/bot-to-bot-marketing-what-it-means-for-marketing-today\/","headline":"Bot-to-Bot Marketing: What It Means for Marketing Today","name":"Bot-to-Bot Marketing: What It Means for Marketing Today","description":"Is there anything crazier than the thought that ‘Have your people call my people’ might one day soon become ‘Our bots have it sorted out already’? Marketing has changed drastically in the last ten years as our relationship with the internet has changed, new platforms have become available, and technology has advanced at a record … Continue reading Bot-to-Bot Marketing: What It Means for Marketing Today<\/span><\/a>","datePublished":"2020-06-11","dateModified":"2025-07-08","author":{"@type":"Person","@id":"https:\/\/aokmarketing.com\/author\/dave-burnett\/#Person","name":"Dave Burnett","url":"https:\/\/aokmarketing.com\/author\/dave-burnett\/","identifier":5,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"AOK Marketing","logo":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","width":126,"height":53}},"image":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2020\/06\/Bots.jpg","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2020\/06\/Bots.jpg","height":591,"width":563},"url":"https:\/\/aokmarketing.com\/bot-to-bot-marketing-what-it-means-for-marketing-today\/","about":["Search Marketing","Lead Generation","Online Marketing Essentials"],"wordCount":1119,"keywords":["b2b marketing","Business Marketing"],"articleBody":"Is there anything crazier than the thought that ‘Have your people call my people’ might one day soon become ‘Our bots have it sorted out already’?Marketing has changed drastically in the last ten years as our relationship with the internet has changed, new platforms have become available, and technology has advanced at a record pace. We\u2019re now living in a world where automation and convenience are being prioritized, which is shifting how the marketing game is played.\u00a0As a result, we\u2019re seeing new opportunities and challenges that we\u2019ve never quite experienced before. One of these areas is bot-to-bot marketing, which is becoming increasingly more prevalent, requiring marketers to keep up so they don\u2019t risk falling behind.What Is Bot-to-Bot Marketing?\u00a0Bot-to-bot marketing is the direct result of bot-to-bot interactions, which is becoming increasingly common online.In order to automate both marketing and research tasks, software has been developed to tackle some of this for you. Chatbots are being programmed, for example, to answer customer inquiries about everything from store policies and pricing to where in transit their package is.In the midst of all of this, consumer-oriented AI and bots have advanced, with virtual assistants like Siri and Alexa being developed so that they can set a timer to tell you when you\u2019re dinner is done, and then locate and call a local restaurant to order delivery from once you ignored the first timer and burned your dinner.\u00a0As a result of all the automation and AI usage increase, we\u2019ve now got bots communicating with– and even marketing to– other bots. We\u2019ve officially entered the age where bot-to-bot marketing is something that your brand needs to be considering.\u00a0How Does This Affect Consumers?\u00a0Consumers who are on the receiving end of bot communicating can benefit, because they\u2019re essentially given the cream of the crop in terms of results, only getting the information that\u2019s most relevant to them. Instead of sorting through ten pages of search results, they\u2019re given a single answer. This is fast and it\u2019s convenient.\u00a0Bots, after all, are able to do research work for customers (including B2B customers!), collecting data from other sites and their bots with basic data like pricing, features, how something works, and more.While this is good in theory and it\u2019s definitely convenient, bot-to-bot communication can lack nuance that ultimately inhibits the customer\u2019s experience.\u00a0Here\u2019s an example. There is software available that quickly scans every potential insurance policy price you could get for your individual needs and history, and they\u2019ll tell you if you\u2019re paying the lowest price. It\u2019s fast and it\u2019s simple.\u00a0What this software may not consider, however, are factors like customer happiness with that insurance company that offers the lowest quotes, or how difficult it is to file a claim with them.\u00a0Another example: Maybe you\u2019ll ask Siri for a local\u2019s stores operating hours. The bot tells you, but neglects to tell you that today there may be holiday early closing hours, because this isn\u2019t what you asked.\u00a0There are a lot of details that get left out or questions that can\u2019t be either asked or answered when you\u2019re letting bots take over for your completely.\u00a0How Marketers Can Optimize for Bot-to-Bot Marketing\u00a0While there are pros and cons of bot-to-bot marketing from both the consumer and marketer side, it\u2019s clear that the capabilities are here and that you need to be ready.Remember that some bots and virtual assistant tools like Siri and Alexa look at convenience. If you ask them to help you find a local shoe shop, they may tell you about a single option and ask if that\u2019s what you\u2019re looking for. This is the same way bots handle information; they look for the simplest and most accurate answer that they think is relevant to the user, and offer that first.Optimization for bot-to-bot marketing is important, therefore, because you don\u2019t want to risk having information that isn\u2019t crawlable when your audience needs it.\u00a0Here are a few crucial ways that you should be optimizing for this development in technology and automation:\u00a0Adjust for voice searches. This is the adjustment you should make immediately to start optimizing for bot-to-bot marketing, because virtual assistants have led to an enormous increase in voice searches. It\u2019s even estimated that 50% of all searches will be voice searches by mid 2020. Voice searches will typically read a little different than typed searches, and brands need to keep this in mind. You might type \u201crestaurant near me,\u201d for example, but you might say \u201cFind a good restaurant near this hotel.\u201d \u201cNear me\u201d searches will likely continue to\u00a0 increase, as mobile users typically have a more immediate need, and you\u2019re going to see an increase in long-tail, conversational keywords. Adapt, and consider optimizing your pages and Google My Business listing for these terms.\u00a0 Focus on search reputation. When virtual assistants are scaling the internet for answers to your every need, they\u2019re looking for relevance but also quality. They want to give you information you can trust. As you work to build your online presence and your SEO, you should also look at getting reviews whenever possible. As you boost your reputation, you\u2019ll have a better shot at appearing in featured snippets or showing up in top results.\u00a0\u00a0Use structured data on your site. While humans don\u2019t really care much if you have text overlayed on an image, you need to make sure that your site content can easily be read and crawled by bots. Use structured data on your site for all crucial information to make sure that it\u2019s bot-accessible. \u00a0Consider common customer needs and questions. Bots prowling the internet are likely going to be looking for similar answers over and over. Consider common customer needs and questions, and make sure that this information is crawlable. You can place it in an FAQ section. If you use chatbots, you should also program them carefully to answer these questions, and treat everything like it\u2019s an opportunity for a featured snippet. Conclusion\u00a0Bot-to-bot marketing still sometimes seem like an almost alien, from-the-future concept, but it\u2019s already here. Even though most searches are still happening manually, that may not be the case for long, so it\u2019s essential that brands adapt now. Agility is key in marketing, and using the optimization tips discussed in this post will help ready you for what\u2019s coming next so you aren\u2019t left behind in the dust.Want to make sure that you stay ahead of the marketing curve?\u00a0 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Bot-to-Bot Marketing: What It Means for Marketing Today","item":"https:\/\/aokmarketing.com\/bot-to-bot-marketing-what-it-means-for-marketing-today\/#breadcrumbitem"}]}]