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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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...
The sales vs marketing war: how do we finally bury the hatchet?

The sales vs. marketing war: how do we finally bury the hatchet?

The never-ending rivalry between marketing and sales departments dies hard. But this entrenched battle is meaningless in the age of omnichannel and social selling. With a few best practices, peace in our time is achievable. Some see it as a sort of Hundred Years’ War....
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3 Tips for a successful Marketing Automation Strategy

Marketing Automation consists of automatically triggering the most relevant marketing actions depending on a lead’s degree of maturity. This will gradually bring the lead along the path to conversion. As long as you don’t cut any corners. While this type of platform effectively...
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Are you missing out on Account Based Marketing (ABM)?

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...
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Customer 360, a new horizon for B2B Marketing

The strategy known as “Customer 360” — or 360-degree customer view — aims to increase a company’s data sources in order to gain a unified and all–encompassing vision of their client, and then to multiply the points of contacts with this client so as to be able to deliver content...

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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The Chief Data Officer, master of data

Responsible for the collection and use of data, the CDO is at the heart of the digital transformation of companies. An emerging role that is already much sought after. The Chief Data Officer is gaining prominence in organisational structures According to a Forrester survey in...
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