It’s the holy grail of B2B marketing: Reaching prospective customers when they’re “in market” to buy a product or service. These days, this usually involves harnessing predictive analytics to locate the right customer at exactly the right time, then targeting them with the perfect message.
This strategy was the focus of the first-ever, aptly named INMarket conference held in San Francisco earlier in July and sponsored by 6sense, a fast-growing, predictive-intelligence startup. The event drew more than 400 marketers and many 6sense customers to glean actionable insights about the new, data-driven world of marketing and how they can profit from it.
Speaker Laura Ramos, a principal analyst at Forrester, described today as “the age of the customer” for marketers, since customers now have access to so much digital information about products and services before they ever contact a vendor. In her presentation, she advised companies to more deeply connect with customers and prospects by, among other tactics, offering customers richly detailed digital content and also turning them into brand ambassadors. Companies might want to consider spending less on items like booths at general industry events and cold calling, she said, while amping up budgets for projects like online communities, interactive videos and goal-driven, social and mobile apps.
Later, Aaron Darcy, the CMO of GE’s commercial-software business, told marketers they shouldn’t think of themselves as CMOs: “Think of yourselves as chief data officers,” he advised. Indeed, Ramos said 65% of marketers in a recent Forrester survey were using predictive analytics to optimize digital experiences.
You can read more about INMarket’s insights on the 6sense blog here.