Salesforce announced new details about its Customer 360 offering, which officially brings the company into the customer data platform (CDP) race. The company detailed that Customer 360 will be designed to act as a data layer underneath its Marketing, Sales, Service and Commerce Cloud offerings.
Adobe unveiled Technology Previews, which are designed to use AI and machine learning technology to help users test out new analytics innovations in real time.
Dun & Bradstreet, a commercial data and analytics company, announced plans to acquire Lattice Engines, an AI-powered customer data platform, for an undisclosed amount.
Alyce’s AI-powered gifting platform aims to help sales and marketing teams execute personalized direct mail and swag programs at scale to drive pipeline within top accounts.
SmartSeeds from Return Path is a deliverability data platform powered by artificial intelligence that aims to provide insights into email program performance. It is positioned to generate a deeper level of deliverability monitoring along with additional intelligent insights, such as subscriber engagement and engagement-based filtering.
True Influence, an intent monitoring and demand generation solutions provider, launched InsightBase 4.0 at the SiriusDecisions Summit 2019 in Austin, Texas this week. The enhanced solution is designed to help marketers define buying groups or demand units by customer persona. It is positioned to then automatically identify individuals who match the criteria across any account list or audience segment in a comprehensive B2B contact database.
Adaptive marketing platform provider Act-On Software has launched Adaptive Web, an AI-based inbound marketing tool that aims to help marketers deliver personalized website content at the individual level — in real time.
Sigstr, an email signature marketing platform, released Sigstr Relationships on the Salesforce AppExchange.
Artificial intelligence (AI) and machine learning (ML) have long been on marketers’ radars, but it’s only recently that they’ve begun to show up in customer relationship management tools. AI and ML are often viewed with skepticism, but many B2B marketers will discover that these features can enhance their effectiveness in contacting the right leads, closing deals and nurturing client relationships. The underlying fear has been that machines will replace marketers, but the reality is much more promising.
AI adoption is on the rise as more use cases in the B2B marketplace highlight the benefits of AI in various aspects of go-to-market strategies. According to new research from Demandbase, Salesforce Pardot and Demand Metric, less than one-fifth (18%) of marketers are leveraging AI solutions, while 66% are planning to use, evaluating or currently implementing AI solutions.