The patience for “spray-and-pray” emails is continuing to shrink, and sophisticated B2B buyers are increasingly expecting and demanding relevant and targeted messaging.
In EDRM’s Voice of the Customer research, 73% of the B2B customers surveyed agreed, “For brands or vendors to successfully engage me, they must have a deep understanding of my needs.” The research also showed 66% said they “expect all of [their] interactions with brands or vendors to be personalized.”
Fortunately for B2B marketers, new advancements in real-time data analytics, AI and machine learning are making advanced segmentation and personalization possible, even across complex industries and buying groups.
I don’t see real, solid AI embedded into martech applications, and perhaps it comes down to a definition of AI (and not a watered down version of AI, not machine learning).
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