I was in awe when I first heard about Nostradamus, the 16th-century French astrologer and seer. Many of his followers believe he predicted several significant events throughout history, like the French Revolution, the rise of Adolf Hitler, World War II, and the atomic bomb, among many others. He shared those predictions in his own poetic ways.
Despite these predictions, no one could prevent those events. Why? It could be because of vagueness, lack of specificity regarding exact dates and times, scepticism, or a limited ability to prevent large-scale events back then.
Relatively accurate predictions, when acted upon, can be a game-changer.
Imagine if something signals you about the hottest ready-to-buy prospects from hundreds and thousands of cold leads. How will that change your business? It's like finding a needle in a haystack.
Believe it or not, this is now possible.
This is what I’m going to start with in the edition #10 of Vik's M.I.X (Marketing Insights Exchange) newsletter.
AI-Powered Predictive Analytics
McKinsey's Customer Journey
5 Ways to Crush It with Interactive Content
Let’s get the ball rolling.
AI-Powered Predictive Analytics
Remember when we used to guess what our customers wanted? Throwing ideas at the wall like overcooked spaghetti? Well, those days are as dead as MySpace. AI predictive analytics is like having a crystal ball that actually works. It's not magic - it's pure data-driven genius.
Let's talk real talk. Mintigo, this whiz-kid AI platform, helped DocuSign boost their conversion rates by a jaw-dropping percentage. How? By crunching millions of data points faster than you can say "sign here." They pinpointed the hottest prospects like a heat-seeking missile. It's not just impressive - it's game-changing.
But hold onto your hats, 'cause we're just getting started. Lattice Engines, another AI powerhouse, helped Dell pump up their marketing-sourced pipeline by a very high order.
They dove deep into CRM data, marketing automation stats, and even third-party info to find accounts ready to buy. It's like finding a needle in a haystack - if the needle was made of gold and screaming "buy me!"
Source: Dun & Bardstreet
Now, here's where it gets really wild. AI doesn't just predict who'll buy - it's like a fortune teller on steroids. It can tell you when they'll buy and what they'll want.
Everstring, for example, helped Bombora jack up their win rates. How? By predicting which products specific accounts would drool over. It's like being able to read your customer's mind before they even know what they want.
But let's get real for a sec. This isn't just about fancy tech or big numbers. It's about working smarter, not harder. AI predictive analytics helps you focus your time, energy, and budget where it'll make the biggest splash.
It's like having a GPS for your marketing efforts - no more wandering in the dark, hoping to stumble onto a good lead.
So, what's the bottom line here? AI predictive analytics isn't just another buzzword to throw around at meetings.
It's a game-changer that can revolutionize your entire marketing strategy. It's the difference between shooting in the dark and having x-ray vision.
It helps you focus your resources where they'll have the biggest impact, cutting through the noise and zeroing in on the opportunities that matter.
Ready to join the AI revolution? Here's my advice: start small, but start now. Look for AI tools that play nice with your current tech stack. Don't be afraid to experiment.
Test, learn, tweak, repeat. Before you know it, you'll be predicting customer behavior like a marketing Nostradamus on Red Bull.
In my book, AI predictive analytics is the future of B2B marketing. It's not just about staying ahead of the curve - it's about redefining the curve entirely.
So, are you ready to become a marketing fortune teller? The crystal ball of AI is waiting for you.
McKinsey's Customer Journey
McKinsey's customer journey model is not just a strategy; it's a whole new dimension in B2B marketing.
Picture this: you're not just mapping out what your customers do, but how they feel and where they interact with your brand. Mind-blowing, right? It's like turning your flat, boring customer journey into a thrilling roller coaster ride.
Here's the deal: McKinsey's brainchild adds two secret ingredients to the mix - emotions and touchpoints.
It's like adding smell-o-vision and surround sound to your favorite movie. Suddenly, everything's more vivid, more real.
Now, let's talk real-world magic. Intuit, those number-crunching wizards, saw their customer satisfaction scores shoot up significantly.
How? They got inside their customers' heads, figured out when they were stressed (hello, tax season!), and swooped in with proactive chat support. It's like having a friendly shoulder to cry on when you're knee-deep in receipts.
But wait, there's more! Zendesk took this 3D journey and turned their onboarding process from a snooze-fest into a thrill ride.
They smoothed out the bumps, held hands through the scary parts, and voila! User activation rates jumped up, and support tickets took a nosedive. It's like they installed training wheels on a rocket ship.
Here's where it gets juicy: Adobe used the 3D journey to sprinkle some fairy dust on their Creative Cloud.
They figured out when users hit a creative wall and - bam! - in comes AI with editing suggestions. It's like having a personal muse on speed dial.
But let's get real for a second. This isn't just about making customers happy (although that's pretty awesome). It's about cold, hard cash.
According to Gartner, companies that nail customer experience can see revenue growth up to 8% higher than their market. That's not chump change, folks.
So, how do you get in on this 3D action? Start by playing detective. Survey your customers, but don't just ask what they do - dig into how they feel. Use tools like emotion mapping and customer journey analytics.
Companies like Qualtrics and Medallia offer some nifty solutions for this.
In a world where everyone's shouting for attention, understanding your customers' emotional journey is like having a secret whisper in their ear.
McKinsey's Customer Journey Model
Ready to dive in? Start small. Pick one part of your customer journey and give it the 3D treatment. Map out the emotions, identify the touchpoints, and brainstorm ways to turn meh moments into magic.
Remember, in B2B marketing, we're not just selling products; we're crafting experiences. Master the 3D journey, and you'll not only stay ahead of the competition - but you'll be also playing a whole different game.
5 Ways to Crush It with Interactive Content
Picture this: You're scrolling through your feed, drowning in a sea of boring whitepapers and dull infographics. Suddenly, something catches your eye. It moves, it responds, it engages. That's the power of interactive content, folks!
Let's break it down. Interactive content isn't just about being flashy – it's about creating an experience. It's like the difference between watching a movie and being in one. And let me tell you, the results speak for themselves.
According to a study by Demand Metric, interactive content generates 2x more conversions than static content. That's right, double the bang for your buck! But wait, there's more. The Content Marketing Institute found that 81% of marketers agree that interactive content grabs attention more effectively than static content. It's like having a neon sign in a world of black and white billboards.
Let's break it down into 5 game-changing strategies:
Quizzes and Assessments: These bad boys are like the Swiss Army knife of interactive content. Remember Cisco's "Is Your Network Ready for Digital Transformation?" quiz? It didn't just educate prospects – it qualified leads on autopilot. According to a Demand Metric study, interactive assessments can generate 5x more leads than static forms. That's a lot of bang for your buck!
Ever since Buzzfeed’s wild success marketers now knew that quizzes are great way to get attention, engage and leads.
Source: BuzzFeed
Interactive Infographics: Forget those boring static images. Interactive infographics are where it's at. Take General Electric's "How Power Works" piece. Users can explore different energy sources at their own pace. It's like turning a textbook into a video game. And get this: Content Marketing Institute found that 66% of marketers say interactive infographics increase audience engagement. Ka-ching!
Calculators: Don't sleep on these number-crunching superstars. Zenefits knocked it out of the park with their ROI calculator. It doesn't just estimate savings – it proves value and builds trust. It's like giving your prospects a crystal ball that shows them the money they'll save.
360-Degree Videos: Want to truly immerse your audience? 360-degree videos are your ticket to the big leagues. Honeywell used this tech to showcase their aerospace prowess, and let me tell you, it's mind-blowing. It's not just watching – it's experiencing. A study by Magnifyre found that 360-degree videos have a 28.81% higher view-through rate than standard videos. Talk about keeping eyes on the prize!
Augmented Reality: Ready to really blow some minds? AR is the new frontier. Siemens developed an AR app that lets customers visualize industrial equipment in real-world settings. It's not just impressive – it's revolutionary. According to Deloitte, 88% of mid-market companies are already using AR as part of their marketing strategy. Don't get left behind!
Here's the golden rule: make it valuable, not just flashy. Your interactive content should solve a problem or answer a burning question. Do that, and you'll see those engagement rates soar faster than a rocket.
But don't just take my word for it. Dive in and try it yourself! Start with one of these strategies and watch your content transform from wallflower to life of the party. Remember, in the world of B2B marketing, standing out isn't just an option – it's a necessity.
Well, that's a wrap for this edition #10 of Vik's M.I.X (Marketing Insights Exchange).
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If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
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