One of the key themes at Oracle’s Modern Marketing Experience event taking place in Las Vegas this week is around data-driven marketing and the power of insight to know every customer.
To gain further insight into how the “power of insight” is impacting today’s B2B marketing campaigns, I reached out to several speakers and sponsors at the event to ask them to share their perspective. As you’ll see, many pointed to emerging technology like AI, but others pointed to data and intelligence around buyer preferences.
Here is what they had to say:
Aaron Dun, VP of Marketing, SnapApp
Deep insight allows marketers to truly engage with the buyer and create meaningful conversations, transforming from a static one-way information push to a two-way, engaging experience that will resonate with prospects.
Peter Isaacson, CMO, Demandbase
AI plus ABM turns data into insights into action for B2B marketers.
Caitlin Ridge, Director of Marketing, Lattice Engines
There is a wealth of new information available to B2B marketers every single day. The marketers who are able to lock in on the data that matters most and, in turn, use that insight to have more contextualized, targeted conversations with high-impact accounts and leads, will have greater success meeting their customers’ specific needs and convert more prospects into happy customers.
Alicia Esposito, Content Strategist, Demand Gen Report
Research shows buyers want content customized by industry, role and specific pain points. And once that targeted content is created, brands can use data to understand what topics resonate, and what formats they prefer, so they can create more relevant experiences and make more informed marketing decisions.
Allen Pogorzelski, VP of Marketing, Openprise
The Power of Insight means the end of generic nurturing tracks and "spray and pray" marketing—and not a moment too soon! Knowing who I am and what I need right now as a prospect is the only thing stopping me from meeting your unsubscribe page.