MarketingProfs is a training and education company with more than 600,000 marketer-members. Every year, MarketingProfs’ B2B Forum attracts hundreds of marketers for three days filled with many hours of educational sessions and networking with their peers, speakers and solution providers.
I had the privilege to attend some of the sessions at this year’s B2B Forum in Boston, MA. I came away feeling very impressed not just with the warm hospitality of the event organizers, but also the wide range of high-quality educational content and brainstorming opportunities available to attendees.
The key message at the event was that, in the end, B2B marketing is all about people, and customer-centric stories are much more important than an organization’s data. Having said that, there’s also no denying that machine-based learning, data-driven engagement, and multi-channel interactive content were the most popular topics of discussion amongst digital marketers, consultants and specialists at the event.
- Practical Artificial Intelligence Marketing (AIM)
In 2016, we were still debating how AI would impact digital and direct marketing. This year, it’s apparent that AI is close to entering the mainstream marketing consciousness. A number of presenters shared that their marketing teams are now utilizing machine-learning algorithms and predictive analytics to improve their lead generation, content creation and customer support processes.
- Intelligent Account Based Marketing (ABM)
ABM is not a new concept but there has been a lot of buzz about it lately. ABM is also undergoing an evolution with the advent of integrated technology. One session focused on bringing website analytics, digital footprint, and marketing automation data into one central system to make account-level targeting easier while still keeping individuals in focus.
- Actionable Video Marketing
We have all been hearing the awe-inspiring stats about video consumption since 2010, but for marketers, the rubber meets the road when active user interaction leads to conversion for sales. Storytelling via engaging videos has been around for a while. The next evolution of this trend will involve giving the viewers the ability to engage with interactive elements in the video using chatbots, hot spots, and marketing automation forms. With interactive videos, marketers will be able to generate a more reactive engagement from prospects as well as gather valuable insights into what motivates them to take a positive action.
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