What does data mean for your business?

The exponential growth of data-driven marketing in the B2B space has been powered by customer preferences for more personalised, tailored experiences, which can only be delivered through the use of targeted data. At the same time, new tools and technologies have arrived on the scene – making it much easier to not only gather data, but also, crucially, to analyse and draw meaningful conclusions from it.

Now is the time for businesses to pool relevant data in preparation for advanced data-driven campaigns later down the line. It’s also time to assemble a team of data-driven marketing experts. Whether that means investing in training or recruiting, it’s no longer a ‘nice to have’ resource. We’re at a critical point, here: B2B marketers that miss the data train today will surely regret being left behind tomorrow. 

We’ve created a brand-new guide to help B2B marketers get on track:

• Building a meaningful customer profile
• Context is everything
• Putting together a game plan
• Data is the future

Conversation makes the world go round, and when utilised within a marketing strategy helps drive sales without really ‘selling’. It allows businesses and their customers to interact on a personal level, strengthening relationships and supporting brand loyalty.

Fast, efficient, a time saver: just some of the ways businesses are talking about chatbots. As part of a communications strategy, these tools can be indispensable for customer relations. But it’s not all plain sailing, so we’re going to delve a bit deeper into this latest technology trend and explore the very real possibility that chatbots might one day replace humans in the sales funnel.

With all B2B marketing campaigns, tracking and measuring the results is crucial – not only to determine ROI and justify budgets, but also to shape future campaigns. This is the same with conversational marketing: as a non-traditional marketing channel, it’s vital to prove its worth to senior management, demonstrate the campaign’s alignment with company goals, and plan how the campaign will progress in the future. But how can a B2B business measure the impact of something as abstract as ‘conversation’?

By offering businesses the opportunity to connect with their customers and prospects in a more human way, conversational marketing drives engagement and increases the likelihood of moving prospects along the sales funnel. It’s therefore no wonder that this approach has increased in popularity in recent years.