How to decode B2B buyer behavior better and faster

Data analytics and AI can improve your marketing decisions and outcomes

You’re a B2B marketer, so you know better than anybody that understanding buyer behavior isn’t just helpful—it’s essential for your success. Fortunately, thanks to modern data analytics and AI-enabled tools, there’s a whole new playbook for getting into the minds of business customers. We could start tossing around fancy terms like data virtualization and data federation, but it’s simpler (and more instructive) to look at some real-world stories that show how industry leaders are using data and AI to create business value.
 

McKinsey report: Data-driven audience analysis drives sales growth

In the old days, B2B marketing was all about personal connections and drive-by sales. Now, we’re in the era of data. This shift means we’re using insights generated from multiple data analytics not just to support decisions but to drive them.

Companies that harness this power are seeing big gains. For example, McKinsey reports significant improvements in sales growth and gross margins for firms that effectively use data to understand customer behaviors. Indeed, organizations that leverage customer behavioral insights outperform peers by 85 percent in sales growth and more than 25 percent in gross margin. Clearly, customer data isn’t optional—it’s a strategic superpower

 

Adobe is using data to create amazing customer experiences.

Adobe takes customer segmentation to the next level by using data to understand and target specific market segments and personalization strategies. This approach has not only improved engagement but has also increased the effectiveness of their marketing campaigns by ensuring they are highly relevant to each audience.

 

Within Adobe Experience Platform, Qualcomm will leverage a suite of applications. Together, these apps empower Qualcomm to connect data across all channels—from CRM and lead generation to website visits and emails—with governance and security. Teams can orchestrate content experiences across buyer journeys that may begin on a website and end at a trade show while developing a feedback loop where insights are broadly shared across the organization.

With more than 70 percent of consumers saying it is important for brands to have a personalized and seamless experience, it’s critical to be able to harness your data to understand where the break points are and how to improve them.

Adobe 2024 Digital Trends Report business.adobe.com/resources/digital-trends-report.html

 

Salesforce integrates AI for CRM, sales, service, and more

Salesforce is advancing its business by deeply integrating AI across its platforms, particularly through Salesforce Einstein and its newly announced Einstein GPT. Not surprising, for sure—Salesforce really knows the power of data and technology. And the value is clear. This integration enhances many aspects of customer relationship management, including sales, service, marketing, and IT operations. Check it out:

• Predictive insights. Salesforce Einstein uses AI to provide predictive insights that help businesses anticipate customer needs and behaviors. For example, it can predict customer churn, make sales forecasts, and manage inventory more effectively. This ability to forecast based on historical data and patterns allows businesses to plan strategically and stay ahead of potential challenges.
• Enhanced customer engagement: Salesforce has introduced Einstein GPT, the first generative AI for CRM. This technology automates content creation across all interactions, which helps make each employee more productive and enhances customer experiences. For instance, it can generate email responses automatically or provide insights during customer service interactions, effectively scaling personalization​​.
• Automation and efficiency: The AI capabilities extend to automating routine tasks, generating leads, qualifying them, and even creating personalized marketing campaigns without needing extensive coding. This is facilitated by tools like Skills Builder and Model Builder on the Einstein platform, which allow for the integration of external AI models and the creation of custom AI-driven actions​.

 

Want to boost your use of AI and data analytics to grow your business?

The opportunities from AI and data analytics are nearly limitless, and the benefits are potentially massive. Sounds like a no-brainer, right? Probably, yes. But note that there are some potential pitfalls and challenges too. Understanding and managing data privacy, security, and quality are absolute musts. And ensuring compliance with regulations like GDPR is also crucial to maintain trust and protect your business.

If all of this sounds daunting, it doesn’t need to be. There are ways to start simple and become more complex as you and your team build muscle around using the insights from this data analytics and AI effort.

 

How can we help you?

CMD uses a best-in-class cross section of AI-enabled tools for customer insights, always delivered with in-depth human analysis and an understanding for what you are trying to accomplish. If you need insights in any of these categories, we can help:

• Competitive deep dive. A thorough analysis that benchmarks your brand against competitors across digital landscapes—from messaging and media investment to creative strategies— providing a strategic edge in market positioning.​
• Enhanced lead scoring. We can analyze large datasets to predict which leads are most likely to convert, allowing you to prioritize your efforts more effectively.
• Improved customer segmentation. AI/data analytics enables more-precise segmentation of customer bases, allowing for more-targeted and -personalized marketing campaigns. Can include enhanced persona development.
• Customer intent modeling. We can identify the behaviors customers exhibit when they are researching, considering, and buying.
• SEO-SGE opportunity audit. Surfaces opportunities for how search engines interpret and showcase content, including AI-driven results, to enhance discoverability and optimize search presence—vital for maximizing content reach and audience engagement. Includes device performance, page-load issues, keyword and content optimization recommendations.
• Streamlined customer journeys. To help you streamline processes, reduce friction, and improve conversion rates, we’ll create detailed analytics of the paths your customers take.
• Sentiment analysis. By analyzing customer feedback and social listening data, we can gauge the public sentiment toward a brand or product, guiding PR and marketing strategies.
• Optimized email marketing. We can help you determine the best days and times to send emails, as well as personalize your email content to increase open and click-through rates using a variety of data and neuro-assessment tools.

Are you ready to be part of this exciting future? Do you want to know how these technologies can be specifically tailored to your business needs? The next steps are as crucial as they are exciting, and the CMD team is here to guide you through every phase of your data-driven journey.

If you’re ready to empower your strategies, implement effective and measurable tactics, and take the lead in your market, schedule a meeting with Nancy Hoffman, senior account director.

 

Charts reproduced. For more details, visit business.adobe.com/resources/digital-trends-report.html.