We’ve all seen the buzzwords in recent years. Big Data. Artificial Intelligence. Smart everything, from toilets to thermostats. Companies rush to keep up with the next fad without really understanding what the true advantages of this new technology are and how it can impact their business. The actual technology becomes overshadowed by the hype, unable to deliver on the many promises that businesses rush to peddle.
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Learn more about data-driven sales and marketing and how it
drives customer engagement.
B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated – Scale is NOT a substitute for intimacy.