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...

By multiplying data sources, predictive marketing can anticipate the requirements of leads and increase the conversion rate. It also rationalises recruitment campaigns. How can we define purchasing behaviour in our sector of activity? Marketing departments have always tried to...

You will certainly remember the tyre manufacturer Pirelli’s advertising slogan “Power is nothing without control.” Applied to CRM, the slogan could well be “CRM is nothing without reliable data.” The first goal of a CRM system is to centralise the data concerning clients and...

The business-to-business (B2B) strategy known as Account Based Marketing has existed for more than a decade now…but still; it seems widely misunderstood and under-utilised by many. This is a great shame. Perhaps we are just tiring of all the marketing buzzwords constantly...

There is a tendency to talk about artificial intelligence in the future tense. ‘AI will change that.’ ‘One day, AI will do this’. The reality though is that the future is here. Businesses that are ahead of the curve are already harnessing the power of artificial intelligence. It...

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...

The complexification of B2B data It has not been hard to notice how the situation for marketers has become more complex of late. The context in which they exercise their profession has changed. Previously, things were relatively simple. Each marketing department had databases...

In a data-driven era, success in business is largely the result of thorough market research — research conducted to know 1) why you’re selling your product or service and 2) who you’re directing your product or service towards. That may sound like simple logic…but you’d be...

We love Linkedin Back in Geometry, one of the statements we’d use was “necessary but not sufficient”.  It was a condition required for a statement to be true, but it was not the only condition required.  For example, saying a polygon has four sides (i.e. it is a quadrilateral) is...

It’s not unusual to hear, “Content is king.” Well, that is true to some extent… Sitting comfortably on the content throne is however, almost pointless if you don’t convert your hard-earned website visitors into paying customers! Absorbing content is just one facet of the...