Drive predictable B2B revenue growth with insights from big data and CDPs

Original article was published by Walter Thompson on Artificial Intelligence – TechCrunch

Latané Conant
Contributor
Latané Conant is the Chief Market Officer of 6sense and author of "No Forms. No Spam. No Cold Calls."

As the world reopens and revenue teams are unleashed to meet growth targets, many B2B sellers and marketers are wondering how they can best prioritize prospect accounts. Everyone ultimately wants to achieve predictable revenue growth, but in uncertain times — and with shrinking budgets — it can feel like a pipe dream.

Slimmer budgets likely mean you’ll need more accurate targeting and higher win rates. The good news is your revenue team is likely already gathering tons of prospect data to help you improve account targeting, so it’s time to put that data to work with artificial intelligence. Using big data and four essential AI-based models, you can understand what your prospects want and successfully predict revenue opportunities.

Big data and CDPs are first steps to capturing account insights

Capturing and processing big data is essential in order to know everything about prospects and best position your solution. Accurately targeting your campaigns and buyer journeys necessitates more data than ever before.

Marketers today rely on customer data platforms (CDPs) to handle this slew of information from disparate sources. CDPs let us mash together and clean up data to get a single source of normalized data. We can then use AI to extract meaningful insights and trends to drive revenue planning.

That single source of truth also lets marketers dive into the ocean of accounts and segment them by similar attributes. You can break them down into industry, location, buying stage, intent, engagement — any combination of factors. When it’s time to introduce prospects to your cadence, you’ll have segment-specific insights to guide your campaigns.

AI realizes data-based insights

You might find that your data ocean is much deeper than you expected. While transforming all that data into a single source to drive actionable insights, you’ll also need the right resources and solutions to convert raw data into highly targeted prospect outreach.

This is where AI shines. AI and machine learning enable revenue teams to analyze data for historical and behavioral patterns, pluck out the most relevant intent data, and predict what will move prospects through the buyer journey.