How to embrace AI to unlock B2B personalization
Harnessing the power of next-best action models in B2B sales and marketing
Person to person. Sales rep to customer. This has been the traditional B2B business development approach. Over the last few decades, technology investment in sales and marketing has focused on automating processes, providing appropriate self-service, and enabling a consultative sales approach. These investments have often been examined through a lens that assumes that more sales reps, improved vendor relationships, and other non-technical initiatives will result in higher ROI. However, the rise of AI and its role in personalization is changing this picture.
Personalization (and its AI/ML foundations) is at the heart of the next wave of technical advancement that will transform B2B business development. It’s a leap forward in innovation that leaders can’t ignore as it forces its way to the top of the ROI ladder for many large organizations. In this complex, human-centric world, organizations are just scratching the surface of what personalization can enable. We believe that leading organizations will choose next-best action models to harness AI and amplify conversion, loyalty, and advocacy.
Account-based marketing (ABM) enables companies to construct a dynamic brand personalized to each customer and finely tuned to the interests of the viewer. Personalized sales enablement follows a similar course but goes deeper into the more connected world of customer sales, creating relationships built on a foundation of data.