3 Major Changes in Marketing Automation That Every Marketer and Sales Rep Needs to Know

Michael Kostow, SVP and GM of Pardot, Salesforce

An incredible wave of innovation and technology is transforming our economies and our jobs, including the B2B marketing and sales professions. At the center of this evolution is the necessity for sales and marketing teams to align now more than ever. Let’s dive into three areas that every salesperson and marketer should know to create a winning partnership.

The Customer Imperative Is Crucial

In today’s world, the lines between traditional B2B and B2C sales and marketing are blurring. B2B businesses must be everywhere their prospects are. These days that means reaching the buyer at the right time, with the right message, and on the channel they prefer.

B2B marketers are now on Facebook, LinkedIn, and Twitter, connecting with customers on a personal, 1-to-1 level. Sound familiar? It should: B2C marketers have always engaged with customers and prospects this way, and are now adopting the style to attract buyers that are increasingly well-informed and independent.

Reaching your customers with a personalized experience where they are is the key for finding new, qualified leads for your sales team.

Artificial Intelligence Is Here to Stay

Accenture reports 85% of executives are going to invest extensively in AI over the next two years, and that’s not surprising. By surfacing important account insights, AI helps both sales and marketing teams become experts with their customers in order to sell smarter than ever before.

These real-time insights help predict which contacts and accounts should be prioritized, helping sales increase efficiency in their day. Both teams can work seamlessly together to drive their opportunities forward and close more deals.

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