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
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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