B2B Trending Conversations: AI in ABM, Customer Success, Revenue Summit 2017

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Hello again and welcome back to another edition of B2B Trending Conversations, our weekly roundup of what’s trending on Twitter, LinkedIn and other social platforms in the B2B space. We’ve got a wide range of B2B topics to cover this week, from the latest developments in artificial intelligence and the best ways to leverage social media to a debate on content marketing and an infographic on aligning customer success and sales. We’ll also preview Revenue Summit 2017, coming next month to San Francisco. Without any further ado, let’s get started.

 

AI in ABM

Demandbase SVP Aman Naimat is hard at work leveraging the latest developments in artificial intelligence (AI) and data science for marketing and sales platforms. He sat down for an interview with Business 2 Community in which he discussed the new generation of AI, which he says is just getting started and rightfully generating lots of excitement. Naimat attributes the low adoption rate of AI in the B2B space — currently around just 10 percent — to a lack of viable systems and vertical industry solutions. That will change, and it will change the way marketers pursue ABM strategies. AI will enable better account understanding, increased customer intimacy and more personalized messaging — both online and off.

 

B2B Social Media

EMarketer’s Maria Minsker spoke with B2B marketing professionals and asked them to share what they think are the best ways to leverage social media platforms. Minsker came away with five pro tips for wary social media users, starting with eschewing social-driven direct sales and focusing on content marketing campaigns. Kim Babcock, director of customer engagement at TrapIt, offers tip number two — there’s more to B2B social than just LinkedIn. In fact, Twitter beats LinkedIn for driving conversations and Facebook can be a powerful B2B tool as well. Third tip: Don’t be afraid to reuse content. Next, always remember that social media is king at industry events, and finally, understand that expert communities are more important than reach.

 

B2B Events (Video)

The Revenue Summit 2017 is coming to San Francisco! Sales Hacker and Flip My Funnel will bring technology, vendors, thought leaders and B2B professionals together on March 7-8 for an incisive immersion into the world of data and automation. Organizers say more than 2,000 B2B pros and over 80 sales and marketing software vendors will attend this, the only event focused on exclusively on innovative sales and marketing technology. Tickets are on sale now. For your 20% discount before March 1st, use code B2BNEWS.

 

Content Marketing (Podcast)

This For Immediate Release podcast asks whether it’s time to kill the term “content marketing” once and for all. B2B tech experts David Strom and Paul Gillin discuss reasons why many content marketers have grown tired of hearing the term, as well as other timely topics like the row between Crowdstrike and NSSLabs over the former’s endpoint security products and how to exercise journalistic due diligence in the age of fake news.

 

Customer Success and Sales (Infographic)

This StrikeDeck infographic details the five best ways to align customer success and sales. The most obvious method is to showcase customer success stories to spur sales. Personalized sales pitches enable customers to better relate to your company’s product or service. Careful assessment of success chances boost renewals and new sales. Always be sure to devise a thorough sales to post-sales handoff and maintain contact with customers, even after a successful sale, in order to better cultivate a relationship that is likely to lead to repeat business.

 

That’s all for now. We hope you enjoyed this week’s B2B Trending Conversations and we look forward to seeing you again here next week. In the meantime, we welcome your feedback; contact us at @B2BNewsNetwork. You can also check out last week’s column here. Have a productive week!

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Brett Wilkins

Brett Wilkins

Brett Wilkins is Digital Journal's Editor-at-Large for U.S. news. Based in San Francisco, he is the editor and publisher of Moral Low Ground and is a Yahoo! Featured Political Contributor.