B2B sellers need to get on the machine-learning bandwagon – Matias Adam

Matias Adam, Lecturer at MIT Sloan School of Management

From The Hill

As companies collect increasing amounts of data about customers, a key challenge is connecting that information to customize the customer experience and boost sales. The customer journey begins long before the actual sale.

It starts with online searches, store visits, conversations and emails. Companies need to connect all of these touch points to identify potential customers and turn research and exploration into sales.

While business-to-consumer (B2C) markets have been deploying customer data platforms to consolidate the customer experience and improve marketing personalization, this has been a bigger challenge in the business-to-business (B2B) markets.

This is due to the complexity of B2B, where each customer has multiple decision-makers and users that are not always identified in the early stages, and the entire sales cycle is longer and relies on fewer leads, prospects, opportunities and sales than in B2C space.

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