The integration of AI not only enables organizations to enhance their revenue technology but will also help them to actively contribute to the long-term goals of organizations.
Recent years have seen a massive increase in the volume of data. Organizations, in an effort to understand their customers, market, and opportunities that live within B2B space and beyond, have been continuously collecting enormous volumes of data. But, many organizations have not been able to capitalize on this till now.
It was mostly due to the fact that for B2B buyer, seller, and customer interactions, even though they have been digital, the gathering and storage of interaction data have been inconsistent, leaving significant blind spots in the collected data. Another thing that prevented B2B revenue teams from leveraging data was their inability to derive desired insights and action from the data that had yet to be made available for commercial usage for B2B organizations. However, the introduction of AI is changing this for good. Its robust features that keep evolving can provide many opportunities for revenue teams to accomplish their goals. Here are a few ways that AI will transform the revenue technology in 2022 and beyond:
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Provide actionable insights while addressing blind spots
Today, AI enables B2B organizations to gather and keep tabs on every buyer interaction, addressing blind spots in the customer journey while enabling everyone with a complete high-definition view of the B2B buying process. Moreover, AI is now deeply integrated with various B2B go-to-market products and services. This will allow the B2B revenue teams to gain new insights about aspects such as volume and intensity of buyer interactions, decision-making processes, the duration of solution research, and much more.
Make emails more effective
Over the past few years, there have been numerous iterations in how revenue teams email their prospects and customers. But, even after seeing the explosive growth in the new platforms for the deployment of emails, there hasn’t been much progress to make the emails better. Meaning, these products did not help to make the emails relevant for the target audience. Problems such as targeting the wrong audience or sending it at the wrong time have affected the impact of emails. While organizations have concentrated their efforts to perfect their subject lines, they won’t engage with that person if the timing and targeting are off.
By incorporating AI, revenue teams can pivot from generic email practices to broadly targeted accounts as well as contacts. Instead, they will be able to target much more relevant emails to audiences ascertaining not only the right prospects inside the organization but also the ones to whom it is the right time to reach.
Also read: Mitigate the AI Bias in B2B Marketing
Improves Forecast
With the introduction of AI-based data capture and analysis applications, the accuracy in predicting forecast sales have been greatly improved. In 2022, these expectations as well as AI-driven capabilities to assist them in migrating up the funnel to the pipeline creation forecast.
By applying the same forecasting practices to the top of funnel marketing interaction data, B2B marketers are in a better position to plan as well as forecast pipeline creation while providing better long-term revenue forecasts. AI will also help to eliminate the guesswork out of the pipeline predictions for CMOs that will help them to future-proof bookings while empowering them to work and strengthen their relationships with the sales team.
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