“ AI implementation allowed quicker analysis of the success of customer messaging and visibility campaigns, while also increasing operational scale and speed,” she says.“ Sales could see that marketing was adjusting dynamically to market feedback, which naturally built more trust and encouraged much closer day-to-day collaboration.” Having this level of agility is particularly important in the B2B pace, when marketing teams are often promoting complex products and riskaverse buyers, who may be navigating fast-changing regulatory and data security landscapes.
When sales and marketing teams are looking to adapt their approach to cater to this market, Carol says she recommends avoiding technical jargon and personalising the product to the buyer’ s specific outcomes across the sales funnel.“ Simplicity of messaging, focused on customer outcomes rather than technology complexity, is the best approach,” she concludes.“ Illustrating the value of bringing in fully integrated, secure, best-of-breed suppliers to deliver complex outcomes can help ensure that risk-averse buyers have more confidence.” marketingchief. com
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