Using Data and AI to Foster Engagement Along the Full Customer Journey

Every B2B organization desires to grow, yet many focus their marketing simply on attracting new customers. But is this trend changing?

According to a recent study by Braze, 45% of brands stated they were allocating more than half of their marketing budget to customer retention. This response highlights the importance of having meaningful engagement across the full spectrum of the customer lifecycle. This type of engagement requires collaboration between marketing, sales, and customer success and also requires brands to have insight at each stage of the lifecycle. While this is easy in theory, the sheer amount of data can pose a challenge to most B2B brands.

Enter the era of AI. While AI is not new, it is newer to many in B2B marketing. When used properly, AI can provide dynamic insights that enable marketing, sales, and customer success to have a common view of customers, understand how to engage them, and improve the overall experience, improving customer lifetime value.

In this session, you’ll learn:

• A customer lifecycle model you can apply to your own business
• How to measure your organization’s maturity using the Growth Maturity IndexTM
• A clear picture of the insights you can collect and how to apply them at each lifecycle stage
• Quantitative results on how using data and AI can help your business grow