With the advent of COVID-19, the B2B industry has undergone a massive shift in the way marketers are reaching their target audiences, allowing them to leverage data insights and buyer trends for effective strategy building. Reliance on data insights has gone from a method of driving engagement and performing outreach to a necessary adaptation for survival.
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.
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.
The ABM orchestration platform 6sense has partnered with Drift, a conversational marketing and sales technology company, to provide users with account identification capabilities via Drift’s Intel feature, which is designed to enable marketers to turn anonymous website visitors into qualified leads for sales in real-time.
Sigstr, the email signature marketing company, announced a new integration with Drift, the conversational marketing and sales technology company. The integration is designed to help mutual customers easily run simultaneous campaigns that can connect account executives with prospects when they engage with a campaign email signature banner.
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, 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:
“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.”
The month of June brought in a heat wave of M&A activity in the software/technology category, and the megadeals that took place could point to future deals more directly impacting the martech and salestech categories.