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Is Your B2B Contact Leads Database Ready for the AI Revolution?

posted by Margaret Spencer on August 16, 2017

Is Your B2B Contact/Leads Database Ready for the AI RevolutionOne of the main takeaways from Salesforce’s 2017 STATE of MARKETING report  is that investments in AI has outpaced spending in other marketing tech areas. B2B marketers are adopting AI technologies ranging from predictive lead scoring to chatbots in droves. But before you get caught up in the hype, there’s one thing you need to nail down before you start applying AI into your marketing processes: Is your B2B contact leads database ready for AI at all?

To answer this, we first need to separate the reality and the publicity behind AI’s capabilities in B2B marketing today. MarTech Advisor points to four key areas where B2B marketers can realistically expect AI to lend them a helping hand:

  • Scoring and ranking leads.
  • Segmentation and content personalization
  • Discovering and implementing Marketing automation strategies
  • Sales enablement and acceleration

At its present development stage, the best that AI technology can do is allow you to carry out the tasks in each of the above activities more efficiently. While some aspects of AI can uncover prospect behavior invisible to the unaided human B2B marketer, the reality is that AI remains just a tool, and tools are only as effective as the persons and processes using them.

So if you think AI has a place in your marketing toolkit, you first need to take a good look at your B2B contact leads database.

Like everything else in marketing, AI depends on good data. The data currently sitting in your CRM and datasets you’re about to collect need to meet some basic requirements before starting AI-enabled campaigns. In an interesting video series, Brandon Rohrer at Microsoft Azzure thinks of data science and AI as a lot like making pizza: the better the ingredients (your data), the better the final product (marketing insights).

There are four qualities that any dataset must satisfy to be ready for AI and data science:

  1. Relevant: Do the fields and records in your B2B contact leads database help you answer the questions you’re exploring? For example, which lead attributes in your CRM influence the likelihood that a prospect turns into a customer within the next quarter?
  2. Accurate: How reliable are the models/profiles generated from your marketing database? Do the records contain incorrect, outdated, redundant, or invalid entries?
  3. Connected: Are there significant gaps in your marketing data? What percentage of records contain empty fields?
  4. Sufficient: Do you have enough records to build robust AI models?

While each of the above criteria is important, we need to carefully consider sufficiency. AI requires data–lots of data. The algorithms that power most AI applications run on vast amounts of examples in their training set. In general, the more examples you use to train an AI algorithm, the more accurate the resulting model gets.

So before you think about applying AI in marketing, you first have to bring your contact leads database up to snuff.  Use the previous ideas as your guidelines and maximize the power of artificial intelligence.

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Never One Without The Other: Email Marketing and Email Database

posted by Margaret Spencer on August 9, 2017

I found articles that say, “Email is Dead” and “Buying an Email List is a No-no” a faux. It’s definitely not the case, not if you know how to make your email marketing strategy a killer and purchase an effective email database. Email marketing is one of the distinct ways in B2B marketing strategies that enables […]

Posted in B2B Marketing | Business | Business Advice | business email database | Business Email List | business email lists | contact database for email marketing | E-Mail Lists | e-mail marketing | email database list | email lists for lead generation | Email Marketing List | lead acquisition | Lead Generation | marketing with no comment


Reminders For Starters In Email Marketing

posted by Margaret Spencer on August 7, 2017

What is email marketing? Email marketing involve sending emails like product advertisements, business requests, sales solicitations or donations to potential or current customers. As a starter in email marketing, sending emails to everyone you just know through LinkedIn, Facebook or Twitter might feel off to you. However, know that you are not the only business […]

Posted in B2B Marketing | Business | Business Advice | content marketing | e-mail marketing | lead acquisition | Lead Generation | marketing | marketing ability | Marketing Tips with no comment


The Change Occurring in B2B Marketing

posted by Margaret Spencer on August 4, 2017

For the past two years, there have been interesting shifts happening in the B2B enterprise like how buying decisions take place and who’s responsible for them. This was something that the people of Caterpillar noticed when they launched four videos entitled “Built for it” for their brand campaign 6 years ago. They realized that the […]

Posted in B2B Marketing | Business | Business Advice | marketing with no comment


The B2B Consultative Selling Approach

posted by Margaret Spencer on August 3, 2017

Peoples’ way of buying have dramatically changed over the years. In the past, buyers had to approach the seller early in the sales process in order to research information for their purchase. The buyer needed information and the seller had it. Seller had the power to influence the sale as they come back with more information […]

Posted in Business | Business Advice | lead acquisition | Lead Generation | sales | sales ability with no comment


5 Shocking Linguistic Red Flags Killing Your Email Marketing Campaign

posted by Margaret Spencer on July 31, 2017

Undeniably, an email’s content is important in email marketing. You can say, it is the heart of your campaign for it contains the message you want to convey to your target audience. Rather appallingly, there are errors that B2B email marketers tend to commit or overlook in an email’s content. So if you’re gearing toward […]

Posted in B2B Marketing | Business | Business Advice | e-mail marketing | marketing | Marketing Tips with no comment


6 Signs Your Email Marketing Service Provider Is Doing It Right

posted by Margaret Spencer on July 28, 2017

Email marketing is far from dead. In fact, a recent survey conducted by Ascend2 revealed that using emails is the first of the top three most effective digital marketing tactics used by more than half of companies with a rating of 61%. Also, according to Hubspot, 59% of B2B marketers consider email as the most […]

Posted in B2B Marketing | Business | Business Advice | e-mail marketing | E-mail marketing services | lead acquisition | Lead Generation | Lead Nurturing | marketing | marketing ability | marketing automation | Marketing Tips | sales with no comment


How to Know When It’s Time to Purchase a Targeted Email List

posted by Margaret Spencer on July 26, 2017

Notwithstanding the fact that purchasing a targeted email list can be a good way to promptly grow your contact database, most marketers are still reluctant to do so (well, who wouldn’t with all the bad rep that purchased contact lists have been getting these days?). Let’s scratch that! Purchased contact lists work just fine! You […]

Posted in B2B Marketing | Business | Business Advice | business email database | Business Email List | business email lists | E-Mail Lists | e-mail marketing | email database list | email lists for lead generation | Email Marketing List | lead acquisition | Lead Generation | marketing | Marketing Tips with no comment


The 4 K’s of Good Sender Reputation for Email Marketing

posted by Margaret Spencer on July 24, 2017

Simply put, the sender score is an indicator used by email providers to gauge how trustworthy an email source is.  A wide range of variables is taken into consideration to check a sender score. It includes bounce rates, spam complaints, industry blacklists—to name a few. Your sender score can make or break your email marketing […]

Posted in B2B Marketing | Business | Business Advice | business email service | e-mail marketing | E-mail marketing services | marketing | Marketing Tips with no comment


Run These 6 Data Hygiene Checks On Your B2B Email Lists Before Your Next Campaign

posted by Margaret Spencer on July 21, 2017

Whether it’s B2C or B2B, email marketing has always been an excellent approach to nurture prospects, convert sales-ready leads, and solicit repeat and referral business. However, in order to be effective, your contact list requires a solid foundation. And whether you’re employing bought or home-grown data, doing hygiene checks on your email lists is crucial […]

Posted in B2B Contact Database | B2B Marketing | Business | Business Advice | Business Contact Database | Business Contact List | Business Database | business email database | Business Email List | business email lists | Business List | Contact Database | Contact Database | contact database for email marketing | contact list | Contact Lists | data cleansing | data tips | Database | E-Mail Lists | e-mail marketing | email database list | email lists for lead generation | Email Marketing List | lead acquisition | Lead Generation | Leads Database | marketing | Marketing Tips | Record Lists | Sales Leads Database with no comment


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