Machine learning and business intelligence tools are impacting B2B companies in a number of ways. With these tools, businesses now have the capability to sort data and organize information, which in turn improves overall company performance. As these technologies continue to advance, organizations will be able to gain valuable insight from data in a way that was never before possible. This week we’ve been monitoring conversations around a study on analytic adoption among sales teams, the benefits of content analytics and how machine learning can help marketing campaigns. Click on the link above to view the articles.
As companies continue to generate more content, analytics have become an increasingly important tool for improving search and streamlining business processes. An article in SearchContentManagement defines content analytics as “a business practice that analyzes and derives insight from data about the amount of content being created, the nature of that content and how it is used.” These metrics can help companies uncover relevant data and provide real business insight. According to an AIMM survey, content analytics are predicted to be one of the most used tools in the enterprise by 2020.
When it comes to unsuccessful marketing campaigns, marketers feel like they don’t have the necessary resources to go back and revisit what went wrong. However, the results from these negative experiences can provide valuable insight and results for marketing teams. With tools like machine learning, companies can analyze campaigns to determine why certain experiences worked and why others didn’t. An article in Huffington Post noted that, “machine learning can automate functions such as discovery, testing and optimization.” With technologies like machine learning, companies can learn from these experiences and provide the optimal experience for any number of customers at any given time.
According to Salesforce’s 2015 State of Sales report published this week “sales organizations plan to increase their use of sales analytics 58% from 2015 to 2016.” The report included responses from 2,372 global sales leaders across the U.S., Canada, Brazil, U.K., France, Germany, Japan, Australia, and New Zealand and revealed several interesting points on the rate of analytics adoption among B2B sales teams. One of the key findings from the report stated that successful sales teams are 3.5 times more likely to use analytics to help with establishing customer relationships on a daily basis. Another interesting conclusion was that predictive analytics and sales collaboration tools are “predicted to have the highest growth with B2B sales teams in the next 12 – 18 months.” It will be interesting to see how these technologies will evolve and impact the enterprise.