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(E)merging Technology With Data Shows Promise for B2B Marketers

AI and blockchain can help B2B marketers with their changing roles

As enterprises change and evolve, it becomes ever clearer that marketing must be involved throughout the entire customer journey. But because business-to-business (B2B) organizations target multiple stakeholders rather than individuals, this can be more complex for their teams to execute. Conveying the right information – suited to each particular use case – to each stakeholder in the right way at the right time can be a challenge, but artificial intelligence (AI) and blockchain can help. AI and machine learning (ML) can help make sense of overwhelming amounts of data, so the data can be used to target decision-makers effectively. Blockchain can be used to tie individual buyers to their company and determine their role. Using these technologies, marketers and sales teams can use high-quality data to identify and target the right customer at the right time. However, the tools are only as good as the data fed into them. Marketers should consider using third-party data to enrich their data, employing standardization in their databases, and connecting data across silos to get the most from their marketing investment in technology. 

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