Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience

B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.

By Jim Preston, 17 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

Does real-time marketing need to take an alternative route?

My role at Waze has seen me speak to hundreds of brands and agencies about how to reach drivers when they’re on the move. Increasingly, questions have centred around data and how targeted advertisers can be in reaching drivers.

As the sheer number of ads we experience on many of the services we use every day has increased - often at the detriment of the user experience - the mobile advertising industry has also had to consider the ethical implications of using...

We are in a tech distraction epidemic: Leadership, teamwork and coaching will help fix it

For anyone struggling with workplace distraction; believe me, I’ve been there. For anyone who doesn’t think they are struggling with workplace distraction; believe me, you are.

As a digital anthropologist in Silicon Valley, I have studied this topic for years and should have known better, but a few years ago I was so mired in distraction that I missed deadlines and couldn’t finish an important book proposal. Concentrating for...

By Brian Solis, 11 September 2019, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.

How Talkwalker is aiming to take social listening to the next level

The marketing landscape today is one where data gathering and customer experience continues to increase at an exponential rate. Brands don’t want the fear of missing out on a good customer review, or a positive mention, or even genuine advice on how to improve their offerings.

In the social Wild West however, finding the golden four-leaf clover amid the field of ill-use and irrelevance is...

By James Bourne, 05 September 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Social Media Marketing.

The BBC’s Beeb shows why AI voice assistants are not yet ready for enterprise prime time

Opinion Last week, the BBC announced that it has begun work on a voice-enabled virtual assistant scheduled for 2020. Codenamed Beeb, the new virtual assistant is being seen as an alternative to Amazon’s Alexa and Google Home, with a focus on helping users find content on the British broadcaster’s services and...

The new marketing jobs which will emerge in the next decade - from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.

The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic...

By Euan Davis, 29 August 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing, Data Science.

Solving the CRM headache with AI: Finding the missing pieces of the data puzzle

CRM has the potential to be an extremely useful tool for sales teams. It has transformed the way businesses store their data, interact with customers and prospects, and forecast growth. However, it has also presented sales reps with the headache of manually collecting all the data.

This is a mundane and often neglected task that has resulted in organisations having incomplete and broken data in their CRM systems and a massive...

By Oleg Rogynskyy, 28 August 2019, 0 comments. Categories: Automation, CRM, Data-driven marketing.

Why continuous testing holds the key to effective omnichannel marketing

Innovation isn’t just what keeps marketing interesting; it’s an essential part of the job. The constant stream of channels, tools and technologies makes for an ever-changing landscape, and an expanding list of priorities. No wonder CMOs currently devote 16% of their budgets to innovation and 9% feel it’s crucial to deliver...

By Sandra Loeffler, 27 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Selling with a plan: Bridging the gap between customer experience and expectations

Despite the paradigm shift that CRM brought to the world of sales, enterprises are still struggling with failure rates wildly disproportionate to the sales teams’ talent and hard work.

Customers and prospects today are smart, data savvy and very well informed before they even speak to a salesperson. This makes them more educated and demanding than ever before. However sales teams are having a hard time adapting to the needs of the digital era: many still tend to approach customers and prospects without...

By Nigel Cullington, 22 August 2019, 0 comments. Categories: Commerce, CRM, Customer Experience, Data-driven marketing.

Facebook aims to assuage user trust concerns with Off-Facebook Activity tool

Facebook is giving its users more guidance on data it holds on apps and websites interacting with the social giant.

The company is launching Off-Facebook Activity, which aims to ‘help shed more light on practices that are common yet not always well understood’, in the words of Erin Egan, Facebook chief privacy officer for policy and David Baser, director of product management.

By James Bourne, 21 August 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.