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3 Major Changes in Marketing Automation That Every Marketer and Sales Rep Needs to Know


It’s no secret that an incredible wave of innovation and technology is transforming our economies, our jobs, and our daily lives — and what’s important to note is that it’s transforming the B2B marketing and sales professions as well.

We’re entering the age of intelligent marketing where artificial intelligence (AI) and machine learning power many of our customer engagements across marketing and sales.

At the center of this evolution is the necessity for sales and marketing teams to align now more than ever. But in order to successfully do that, they need their data and tools to be connected with a single source of truth. With a connected platform in place, B2B marketers can align with their sales teams to find and nurture more qualified leads, close more deals, and maximize ROI.

Let’s dive into three areas that every salesperson and marketer should know to create a winning partnership.

The Customer Imperative Is Crucial

In today's world, the lines between traditional B2B and B2C sales and marketing are blurring. B2B businesses must be everywhere their prospects are. These days that means reaching the buyer at the right time, with the right message, and on the channel they prefer.

Multichannel marketing is the new normal for B2B marketers. They're on Facebook, LinkedIn, and Twitter. B2B marketers are connecting with customers on a personal, 1-to-1 level. Sound familiar? It should: B2C marketers have always engaged with customers and prospects this way, and are now adopting the style to attract buyers that are increasingly well informed and independent.

Reaching your customers with a personalized experience where they are is the key for finding new, qualified leads for your sales team.

Artificial Intelligence Is Here to Stay

Accenture reports 85% of executives are going to invest extensively in AI over the next two years, and that’s not surprising. Getting the kind of view that AI provides to sales and marketing teams is game changing.

By surfacing important account insights, AI helps both sales and marketing teams become experts with their customers in order to sell smarter than ever before.

These real-time insights help predict which contacts and accounts should be prioritized, helping sales increase efficiency in their day. Both teams can work seamlessly together to drive their opportunities forward and close more deals.

Account-Based Marketing Creates a True Partnership

It’s no secret that account-based marketing (ABM) is a hot topic for B2B marketers. As a strategy for both marketing and sales teams, it’s only gaining momentum and shows no signs of slowing down in the near future. Part of what makes ABM such a viable strategy is the way that it brings marketing and sales’ unique talents together in such a powerful way. And, if done right, B2B companies see incredible results. According to ABM Leadership Alliance’s “ABM: State of the Market” report with research by TOPO, an ABM strategy can increase the average conversion rate from 2.35% to 10%.

ABM focuses on identifying your best accounts and segmenting them to deliver a personalized experience. With key insights provided by your CRM and AI platform, sales can connect with accounts in real time with the right message, providing the best experience for the customer. Marketing and sales can track performance by looking at the same reports and leverage insights to ultimately maximize their ROI.

The incredible level of transparency and alignment created by ABM and enhanced by AI brings sales and marketing closer than ever before.

In today's world, the lines between traditional B2B and B2C sales and marketing are blurring.”

Michael Kostow | SVP and GM, Pardot, Salesforce

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