The most successful companies have a strategic plan that includes a clear view of which markets they will serve and why. This may sound simple on the surface, but how your organization selects which markets to pursue has tremendous implications for managing and growing your business. Get it right and you can:
In the past few decades, we’ve seen a massive change in technology. Today, I can buy a new wardrobe, order groceries, hail a ride, book a vacation and wire money from my bank account with a click or two on my mobile phone. And if I’m too lazy to even open my phone to check the weather, Alexa is there to help me know what to wear. While these developments have fundamentally made my personal life easier, the large-scale collection and monetization of data may be the most dramatic consequence of the digital age, especially for B2B businesses.
Personalization — to no surprise — continues to be a buzzword in marketing, in both the B2B and B2C industries. Yet B2B organizations are still trailing behind their B2C counterparts in terms of delivering a meaningful personalized experience. However, B2B marketers are beginning to leverage all the new and existing data at their disposal — whether through progressive profiling or intent signals — to be more relevant in their messaging and maintain a healthy balance between personalization and privacy.
Traditionally, CRM solutions have been unreliable for sales forecasting. Companies have dealt with inaccuracies and blamed their bad data. However, things are starting to change thanks to artificial intelligence (AI), machine learning (ML) and predictive analytics. According to Salesforce, only a quarter of companies use predictive analytics. Of those using it, 86% have already seen a positive return. Predictive analytics can be brought to the CRM to create more accurate sales forecasts and provide actionable insights for reps, partners and managers.
Terminus has revealed new updates to its ABM platform that aim to help B2B marketers combine more data sources, automate outreach and improve current account-based reporting capabilities. Features include new ad automation, native intent data features and advanced conversion tracking capabilities designed to enhance account targeting and engagement.
Tableau Software has released new data capabilities with the addition of Explain Data, which aims to enhance statistical analysis and help users gain AI-driven insights from their data. The company said that the new capability uses statistical methods to determine potential explanations for what could be influencing a data point, while providing further understanding of that explanation with interactive visualizations.
AdRoll Group, known for its services RollWorks and AdRoll, has rebranded itself as the marketing and technology company NextRoll, Inc. The company has also launched NextRoll Platform Services, a marketing technology and data stack designed to help improve demand generation and audience engagement via their marketing technology, data and channels.