Amazon recommends “people who bought X also bought Y;” Netflix understands what “people like you” enjoy watching; and Waze shows you what drivers ahead have encountered. Your data powers the Artificial Intelligence (AI) algorithms in apps, making life more rewarding, safer and efficient. The helpful insights lure you to come back, purchase a product and share the experience with friends — all of which increases your lifetime value as a customer. Today, entire generations are comfortable sharing private data with digital assistants, shopping apps and dozens of other tools as “payment” for the convenience of data-centric apps.
There’s no way that automating sales can win. Although with advancements in technology over the last five years, you would think that automation would be the future of sales. Everything has been about automated outbound email, robo-dialers, chatbots and copy creators. The allure is obvious given the high cost of making a sale. By automating tasks, companies are able to reduces manual labor and related costs.
The business consumer has become more self-focused than ever before, challenging marketing and sales teams to give up the reins of their buyers’ journeys and adapting their go-to-market strategies to fully embrace buyer expectations. This concept was discussed in detail during B2B Marketing & Sales 2018, an event hosted by Forrester Research in Austin on October 25-26. During the opening keynote, Forrester’s VP and Research Director Caroline Robertson detailed how B2B buyers today have grown even more indifferent to sellers — expecting to be the center of any form of engagement and to have outcomes that align to their own business goals.
Oracle has entered an agreement to acquire DataFox, an AI-based data management provider, and unveiled a new CX Unity product designed to provide a comprehensive view into customer engagement and interactions across channels and applications. The company stated that the acquisition and product announcements are designed to better position its customers with accurate data, as more businesses plan to incorporate AI and machine learning capabilities into their go-to-market strategy.
In a conversation with Kevin Cunningham, CEO of MRP, he discusses the current state of pipeline measurement in the B2B marketplace. Cunningham also shares his thoughts on how B2B organizations can leverage emerging AI capabilities and predictive analytics to enhance their pipeline measurement initiatives, while also sharing examples of how progressive companies are leveraging these types of insights to understand their pipeline.