Leadspace Launches AI for B2B Marketing
Salesforce’s announcement of its Einstein range of AI-reinforced cloud solutions has piqued the interest of many about the abilities of AI to provide a better solution for predictive analytics. Leadscape, a B2B predictive analytics and data management solutions provider, has already been using AI to finding newer leads, identifying decision-makers of targeted accounts, to bolster account-based marketing (ABM). It also helps to improve campaigns for marketing automation by providing information on segmentation and scoring.
Doug Bewsher, CEO, Leadspace, thinks that Salesforce is more useful for B2C marketing campaigns and sales. According to him, the B2B market space requires additional functionality which is provided by Leadspace. The company aggregates data from the social web, open web, company CRM and company databases to provide real-time, on-demand data.
Leadspace has 120 customers, including leading enterprise software companies like Microsoft, Oracle, RingCentral, Autodesk and BloomReach.
Jason Seeba, Head of Marketing, BloomReach, providers of commerce solutions, says: “When marketers talk about artificial intelligence for B2B, they usually mean the ability to automate the process of finding, scoring and segmenting the best leads to reach the right decision makers. That’s exactly what we’ve been doing at BloomReach for three years with Leadspace.”
“B2B marketers need a complete solution that works across multiple channels, in their existing marketing stack. “Bad data is the Achilles heel of AI. AI is only as good as the data available to it. Marketers who want to get the full benefit of AI need to address their data problems first, or they’ll see the same diminishing returns as with traditional marketing automation.”