Further integration of technology in the marketplace has created higher consumer expectations, posing a challenge for brands, as well as a great opportunity. The influence of Artificial Intelligence (AI) on achieving communication at scale combined with a not before seen level of customization, means we are increasingly able to tailor campaigns to consumer intent, that is relevant to their stage in the buyer journey.
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With 55% of adults poised to own a smart speaker by 2022, and 24% of respondents asserting they would prefer to use a voice assistant than visit a website, is the market primed for diverting consumer attention away from more accustomed engagement channels just yet? For most, the answer is not truly known as to where voice search will take us. One thing we can be sure of is that it will disrupt the current marketing landscape for good.
Can Artificial Intelligence (AI) really foster human connections within marketing and sales? When done right, yes it can. AI can help brands accurately understand their customers and determine what experience to deliver based on the traits it considers most predictive. AI can truly see customers for what they need in that very moment and direct you in evaluating and deploying the correct solution, within the precise channel, and the right personalized touchpoint—all in real-time and all at scale. What is that if not more human than even the best of the best human marketers?
Channel sales and marketing executives are tasked with the unenviable responsibility of juggling multiple priorities including partner recruitment, managing channel sales performance and ensuring market development funds are used wisely. Despite the heavy investments that many vendors have made within channel marketing, particularly advancements within automation and concierge services, the majority of partners are still not effectively managing their MDF strategies.
Knowing what content your buyers are consuming is an important first step in any ABM strategy. But knowing the content as well as the context of the information, is where B2B companies can gain true insight.
As the opportunities for artificial intelligence (AI) continue to infiltrate almost every business, one vertical that is yet to fully exploit the relevant opportunities is the insurance industry. Despite 85% of insurance executives stating AI would be critical to their business’ future, a survey last year by Willis Towers Watson showed that 74% of respondents felt the insurance industry has failed to show leadership in digital innovation.