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.
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 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 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:
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.
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:
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.
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