Perplexed? B2B Marketers Say Events Key But Data Shows No ROI

Events are on every marketers docket for 2018 as a critical part of the demand strategy. However, most marketers are caught on a back foot trying to explain the ROI to their finance team and CEO when reports show that no deals are closed from individual events. ROI looks poor and it gets harder to Continue reading Perplexed? B2B Marketers Say Events Key But Data Shows No ROI

RSA Conference 2018 – Event Marketing Decrypted for the CXO

RSA Conference just wrapped up at the Moscone Centre in San Francisco drawing again over 50,000 visitors and 600+ companies in the cyber security space. Despite the construction in and around Moscone, there was no dearth of crowds and event gimmicks — concession stands offering candy and popcorn, movie theater booth design and even Elvis Continue reading RSA Conference 2018 – Event Marketing Decrypted for the CXO

How to Humanize and Scale? AI to the Rescue

In this Part 2 of B2C vs. B2B – Martech Challenge and AI, I will cover how B2B companies can, and need to, Scale and (hyper)Personalize at the same time to stay relevant and competitive. “Welcome then to the era of AI solution providers who have started changing the story and educating the progressive marketing Continue reading How to Humanize and Scale? AI to the Rescue

B2C vs. B2B — Martech Challenge & AI (Part 1)

B2C companies have for long led the way in targeting and personalization of customer segments to identify the most high value to the company. The whole genre of social media marketing and the tools around it came about as a way to reach more and more buyers in a targeted manner. However, we are talking Continue reading B2C vs. B2B — Martech Challenge & AI (Part 1)

Buying Signals — Can We Really Influence Them?

‘Personalization’ and ‘Engagement’ are all we ever talk about. They result in more engaged customer, a lower sales cycle, higher ASVs and a low churn rate. If we cracked this nut, we would own it all. Mapping content journey to customer journey, formats and channels that drive personalization, engagement that ultimately lead to profiling resulting Continue reading Buying Signals — Can We Really Influence Them?

Of ChatBots, Machine Learning and Big Data

Chatbots have been around a long time, in one form or another. Siri is the most popular amongst them and in some cases has replaced the need for human interaction completely. However, the popularity has not grown as rapidly in B2B marketing as in B2C as these primarily served a customer service function in situations Continue reading Of ChatBots, Machine Learning and Big Data