Trends Report

Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

Pay More Attention To What Your Prospects Do Than To What They Say

March 30th, 2021
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
With contributors:
Nicole Murgia , Caroline Robertson , Jennifer Zhang , Diane Lynch

Summary

AI has quickly progressed from a promising enabling technology found in a few B2B applications to a staple of modern marketing technology (martech). To succeed with AI-powered marketing, B2B marketers should focus on the actions of their customers, from their first anonymous interaction to post-sale product usage, and analyze signals from as many first- and third-party sources as they can gather. This report guides B2B marketers on investing in a robust data management solution, whether internally developed or a packaged application such as a customer data platform (CDP), to improve the quality of that data and create a single source of truth for marketing and sales.

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