Is customer knowledge the ultimate competitive advantage in B2B?
The post-pandemic upheaval in B2B buyer behavior, the explosion in the amount of data to be collected, and the more or less pronounced eviction of the salesperson from the purchasing process (outside industry). This is the triptych that makes customer knowledge an absolute strategic priority for decision-makers.
What is "customer knowledge"? Customer Knowledge refers to all the information a company possesses about its customers, and by deduction
Data & Smarketing: what impact on team alignment?
The acceleration of B2B digitalization, the upheaval of buyer behavior, the emergence of a hybrid working model... the pandemic has turned foresight studies upside down, prompting institutes, think tanks and other strategy firms to revise their copy to incorporate uncertainty as a "New Normal".
Poor-quality data: the leading cause of ABM program failure
Target high-potential accounts through hyper-personalized sales and marketing to accelerate growth. This is the objective of Account-Based Marketing (ABM), a technique that is making inroads in France.
