CRM solutions : An overview

The CRM solution has been a recurrent issue for all B2B companies these past years: everyone talks about it, everyone is starting to use it (if they weren’t already doing so), everyone is renewing it, but many would prefer to just not hear about it! CRM is most often considered...

Digital Transformation & Competitive Advantage

Back in May, Forrester Research published a report titled ” The 2016 Guide To Digital Predators, Transformers, and Dinosaurs” which evaluated the digital competitiveness of businesses. Predators are the firms that compete on the digital plane. Their go-to-market...
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What impact does Big Data have on decision making ?

The impact of Big Data on decision making is not necessarily linked to its volumetric nature, thus calling for the shift to Smart Data. A survey undertaken by The Economist on behalf of Capgemini in 2011, entitled “The Deciding Factor: Big Data & Decision Making”, concluded...

Account-Based Marketing : a new form of B2B marketing?

What if, in order to innovate, you used a marketing technique that was more than 30 years old? And what if, with the power of today’s marketing tools, you could rejuvenate this technique in order to make it more efficient than all the latest trendy B2B strategies? This is exactly...

Without Big Data, there is no 360° view of the customer!

At a time when all CEOs are declaring loud and clear that the customer is now at the centre of their strategy, the reality is much less flattering. Customer information is diffused within companies and remains incomplete and difficult to correlate. Big Data finally offers a way...
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The keys to scoring for your marketing automation

Behavioural scoring is probably the feature that will most (pleasantly) surprise marketing automation novices, whether they are marketers or sellers! But before directly discussing our topic, let’s use a simplified analogy. Let’s imagine that you have just moved and that your son...

10 secrets for a successful data strategy

The time has come for the digital transformation of companies. Data has become pivotal for all company activities. It will steer marketing activities while feeding sales representatives with prospects and opportunities. Follow these 10 rules to ensure that your data strategy is...
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10 Practical Examples of Artificial Intelligence in Marketing - Sparklane

10 Practical Examples of Artificial Intelligence in Marketing

Artificial intelligence isn’t new, but as a technology it’s still very much in its infancy. The term was first coined in 1956, but AI as we know it didn’t officially begin until the first neural networks emerged in the mid 80s. Even then, it was another decade before concepts...
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Big Data & Predictive Analytics – Beyond the Buzzwords

Every business today needs one essential piece of kit: a crystal ball. If you could predict the future, risk and waste would be avoided. You wouldn’t need to apply guesswork as to what your prospects or existing customers are thinking; business operations would undoubtedly run...
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Why Marketing and IT need to work together

Why Marketing and IT need to work together

“Why Marketing needs closer ties to IT” is the title of an article published by Adele K. Sweetwood in December in the prestigious Harvard Business Review. Ms Sweetwood is Senior Vice President of Global Marketing and Shared Services at SAS. In other words, for...