Sales & Marketing

Generative AI enhances marketing efficiency, accelerates automation, and allows human resources to focus on other sales cycle aspects.

EY’s report indicates that nearly half of C-suite respondents see sales and marketing as the top priority for deploying Generative AI (GenAI), based on the 2023 Innovation Realized Survey. The report discusses GenAI’s role in enabling enterprise-wide AI connectivity, fostering innovation, and providing personalized product and service recommendations through customer data analysis.[EY]

Artificial Intelligence and the orchestrated customer experience

KPMG’s Global Customer Experience Excellence report 2023-24 explores AI’s transformative role in personalising customer experiences. Amidst declining global satisfaction, the report highlights the potential of AI to scale personalisation, enhance journey orchestration, and boost operational efficiency, despite consumers’ mixed feelings on technology’s empathy and trustworthiness. Insights from top-performing companies reveal AI’s critical contribution to sustaining competitive advantages, underscoring a strategic, ethical, and customer-centric approach to AI adoption. [KPMG 2024]

How Gen Z is driving shifts in how we all live, work, and play

EY’s 2024 Live Work Play Study reveals Gen Z’s profound impact on brand loyalty, work culture, and financial habits. With a focus on authenticity, fair pay, and diversity, Gen Z’s preferences are reshaping consumer and workplace dynamics. They exhibit cautious financial behavior, prioritize environmental and social values, and value experiences over possessions. Their multifaceted influence emphasizes the need for brands and employers to adapt to their evolving expectations and values. [EY 2024]

Unconditional love: How to make customers faithful with loyalty

KPMG’s report delves into six evolving loyalty trends, offering strategies to enhance customer engagement. These trends include experiential journeys, gamification, tokenised ecosystems, hyper-personalisation, sustainability, and business impacts. It provides actionable insights for brands to develop meaningful, customer-centric loyalty programs that resonate with today’s diverse consumer base [KPMG, no date provided].

The GenAI imperative for Telco B2B sales teams

The February 2024 white paper by Boston Consulting Group and Salesforce discusses GenAI’s transformative impact on Telco B2B sales, highlighting AI’s potential to boost EBITDA by 40-70% through enhanced sales operations. It advocates for advanced AI integration to automate tasks and allow sales teams to focus more on customer interactions [Boston Consulting Group and Salesforce, February 2024].

Next-gen customer support for B2B high tech: An ace up your sleeve

Deloitte’s comprehensive study outlines the transformation of customer support in B2B high-tech companies, shifting from traditional break-fix models to revenue-generating, cost-saving, and customer-delighting strategies. Utilizing advanced technologies like Generative AI, the report emphasizes the importance of engagement models, delivery mechanisms, support offerings, organizational alignment, and measurement strategies in enhancing customer experience, driving growth, and achieving operational efficiency [Deloitte, no date provided].

Sales planning & performance management powered by Deloitte and Anaplan

Deloitte’s 2023 Sales Planning & Performance Management (SPPM) solution, in collaboration with Anaplan, revolutionizes sales planning and execution. It integrates data across various systems, enhancing speed to market, reducing operational and sales costs, and driving revenue growth. Utilizing cloud-based applications and Salesforce automation, the SPPM solution offers comprehensive management capabilities and promises rapid deployment, improved collaboration, and ongoing innovation. [Deloitte, 2023].

Marketing and IT: The new data duo for AI-powered growth

Deloitte’s report underscores the importance of collaboration between marketing and IT departments to leverage AI and data for enhancing customer experiences. It highlights the evolving complexity of consumer behaviors, the critical role of a unified data ecosystem, and the benefits of integrating AI in marketing strategies. The guide provides actionable insights on overcoming common challenges and deploying AI-powered marketing effectively [Deloitte, 2024].

Social platform growth drivers: Elevating the user experience

Deloitte’s report emphasizes the need for social platforms to enhance user, creator, and advertiser experiences to drive daily active user (DAU) growth. By analyzing interviews, surveys, and platform data, it identifies key growth drivers, focusing on pioneering content experiences, increasing content availability, encouraging community engagement, and fostering platform trust. These strategies aim to meet evolving stakeholder expectations and sustain platform growth [Deloitte, no date provided].

Driving revenue growth through account intelligence

Unlock the secrets to driving revenue growth through account intelligence. In this insightful interview with Stefano Iacono, European Marketing Director at 6sense, discover how AI-powered predictive analytics and cutting-edge technologies like conversational AI can help your sales and marketing teams identify and engage high-value accounts at the right time, boosting pipeline and win rates.

Unlocking Growth Through Customer Advocacy

In this article, Andy Cockburn, CEO of Mention Me shares insights into the shifts in consumer behaviour and the evolution of marketing. We explore how Mention Me supports brands in these changing times, touching on the mechanics of the platform, the psychology behind consumer advocacy, and the broader implications for businesses.

B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing

In this Market View report, several respondents spoke to the importance of maintaining a human-centred perspective. “The line between being a buying representative of an organisation and being an individual with a personal life is blurring more and more online,” remarked one.

B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing

The pandemic transformed the way millions of people lived, worked and communicated. In the B2B sales and marketing landscape, vendors had to find new ways to engage with their customers and employees.

B2B Customer Acquisition:
The role of human engagement in a world of digital-first enterprise marketing 3RD EDITION

In this third and final edition of our MarketView publication on the topic, we have delved deeper into the latest thinking and developments around the role of human engagement across the B2B buying cycle. This time we’ve spoken to leading sales and marketing professionals at more than 60 B2B brands around the world, who have candidly shared their latest experiences and insights.

B2B Customer Acquisition: The Role of Human Engagement in a World of Digital-First Marketing (Enterprise)

Pressure on people’s time and the fact that many employees still work remotely, post pandemic, have changed the way that B2B buyers get their information and discover potential suppliers.

Building next-generation B2B sales capabilities

The pandemic has converted B2B buyers to e-commerce in a big way. B2B sellers need new capabilities to meet their new expectations. Sales leaders worldwide recognize that driving B2B revenue growth will require significant reskilling among their teams. Of more than 400 sales leaders surveyed, 55 percent said that only about half of their sales force has the required capabilities.

Virtual Events: A passing phase or the new normal?

In a world where face to face meetings are increasingly rare, organisers are instead launching a new generation of virtual events, which are not without their challenges. How can organisations create high quality content that will stand out in a crowded marketplace?

The future of B2B sales is hybrid

Since B2B buyers are using more channels, B2B sellers must, too. Today’s B2B customers are very clear about what they want from suppliers: more channels, more convenience, and a more personalized experience. They want the right mix of in-person interactions, remote contact via phone or video, and e-commerce self-service across the purchasing journey.

B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing

This Market View publication brings together fresh insights from 33 senior marketing executives at some of the UK’s best known B2B organisations operating in or adjacent to the IT and associated professional services industry.

B2B Marketing Trends: The Top Seven Focus Areas

The world we operate in today is far more complex than it has ever been for B2B marketing professionals. Today’s leaders face budget constraints, have to adapt to the impact of the Covid pandemic, which has created both an altered workforce dynamic and shifting customer behaviors, and must take into account new channels and privacy regulations.

The Changing Role of Marketing in Enterprise

Two decades into digital transformation, and it’s not just technology being transformed. The way organisations relate to customers has changed, companies are no longer simply selling products, but delivering customer-focused solutions. The CMO is at the heart of the move towards account-based marketing.

Balancing Brand with Demand Activation

Achieving Return on Investment on marketing investments is the intention of every technology and services business. But over what period of time? We asked 23 enterprise technology and services marketing leaders about the brand marketing strategies they are currently deploying.

The Future Of B2B Marketing: Get Ready For 2025

The seeds for what will happen in B2B marketing by 2025 were already planted in the first phase of the pandemic. Recognizing and preparing are now of paramount importance.

Digital engagement: A new era in investment promotion

The Covid-19 pandemic hit many industries hard, especially Foreign Direct Investment. Investment Promotion Agencies exist to attract and facilitate direct investment into regions and countries from international investors. So, what happens when international travel comes to a complete halt?

Thought Leadership: Today's Sharpest Marketing Tool?

Creating effective thought leadership means evaluating content ideas carefully, and then selecting the best format and platform for distribution. Organisations should strive to be collaborative in the creation of thought leadership, adding voices from customers, industry thought leaders and partners.

Gartner Predicts 65% of B2B Sales Organizations Will Transition from Intuition-Based to Data-Driven Decision Making by 2026

As Virtual Selling Continues to Grow, CSOs Must Identify the Most Valuable Technologies for Driving Business Outcomes.

How B2B Sales & Marketing Processes have Changed

To be effective, marketing needs to be increasingly personalised and sales require more research than ever. There’s a need for varying forms of high quality content at every stage of the buying process, with marketing automation tools growing in importance.

Future of B2B sales: The big reframe

Customers nowadays expect more and companies need to shift to put them at the center of sales—by improving channels, technology, talent, incentives, and culture.

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