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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]