For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.
InsideView, a targeting, sales and marketing intelligence software provider, updated its Insights targeting intelligence tool with a new integration to Microsoft’s AI-powered Relationship Assistant. The integration aims to position users to better find and engage key decision makers.
At Demand Gen Report’s annual B2B Marketing Exchange, roughly 1,000 B2B marketing and sales professionals gathered to learn about the tech, strategies and trends disrupting the marketplace. As digital disruption from companies such as Uber and Tinder changes personal expectations for people outside of the office, decision makers within companies look for a similar streamlined customer experience that is becoming more and more available via the mobile device.
Seismic, a sales enablement solution provider, has announced a series of product updates and integrations for existing programs with Microsoft services. The company has also integrated Microsoft AI across its entire platform, which will bring a predictive content engine that is designed to automatically rank the most relevant assets for the seller and the buyer at each stage of the buyer's journey.