For all of the decision-making benefits big data may provide, a message with a strong emotional connection is still the best solution.
As demonstrated in the recent presidential election, a simple statement that created an emotional connection with millions of voters undid big data analysis. You may be asking how did this happen and how was it misdiagnosed?
The longer the sales cycles, the more important the relationship becomes
Business-to-business marketing has always been about establishing a relationship with the prospect. One reason for this is most considered purchases involve multiple parties, resulting in extended sales cycle time. With the new technology of programmatic buying and selling of digital advertising inventory, ad technology companies would like for you to believe that a constant barrage of banner ads will substitute for a relationship built on trust.
The promise of Marketing Automation Platforms is to integrate and automate marketing functions
Marketing Automation Platforms (MAPs) are receiving lots of attention in the B-to-B marketing sphere. Most of these platforms are targeted toward companies with large database records that execute the majority of their marketing efforts online. For originations that fit the aforementioned criteria, MAPs promise greater marketing efficiency, integration with sales CRM software, reduced external resource expenditures, and ROI tracking for each marketing event.