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#COSeries Recap: Empathy, ABM & Data-Driven Digital Campaigns Become Top Priorities For B2B Strategies In New Reality

With in-person engagement on hold this spring and possibly into summer, B2B marketers continue to pivot their strategies to make up for lost leads, maintain relationships with clients and attract new business. These new challenges present an opportunity for marketers to dig deep and come up with innovative ways to engage with prospects and customers.

3 Lessons Learned For B2B Sales Enablement In The Customer Era

In 2019, the sales enablement platform market tallied $1.1 billion, and that number is projected to climb up to $2.6 billion by 2024. Also, 76% of organizations increased their enablement budget. This trend in sales enablement is indicative of “the customer era,” a time where customers feel more in control and have higher expectations of the customer experience during the buying process.

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Intent, Deeper Personalization & Authentic Content Benefitting From Buyer Insights, Intelligence

As buyers continue to expect more relevant, contextual engagement earlier on in the buying journey from vendors, B2B organizations are digging even deeper into buyer data to ensure they can meet expectations. This includes leveraging intent data alongside other behavioral analytics to provide hyper-personalized messaging and content that resonates with audiences and highlights the brand’s authenticity.

Drift Launches 3 New Bots To Boost Email Marketing Efforts

Drift, a conversational marketing platform, unveiled three new email bots designed to serve as virtual assistants that connect to a company’s MAP and help improve the customer experience and accelerate deals.

The bots aim to leverage machine learning to categorize and automate email responses, as well as update and manage MAP contacts. The new offerings include:

  • Lead Offer Bot: positioned to start a conversation with leads and increase engagement;
  • Lead Follow-Up Bot: designed to follow up with leads via automated emails and sales introductions after they have downloaded content; and
  • Lead Re-Engage Bot: aims to re-engage closed or lost opportunities.

“Despite reports saying otherwise, email isn’t going anywhere. And email marketing is a company’s highest-leverage demand generation channel,” said David Cancel, Founder and CEO of Drift, in a statement. “But today’s buyers expect a more personalized experience in email and beyond — and companies aren’t delivering. With the launch of these email bots, marketers can leverage AI and machine learning to encourage conversations and ultimately make buying easier.” 

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