20 min
Has abundance of B2B Data made prospecting effective_ - Guru, CGO, Ampliz _ Ampliz B2B Binge Ampliz Podcast
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- Marketing
How has B2B sales & marketing Evolved? He has brilliantly split the B2B sales and marketing trends into three waves.
The 1st Wave - Online He segmented the 1st wave between mid-nineties to mid two thousand when people started visiting online and gathering tons of information. Companies went online, started their own websites, had a social presence, etc. All these increased in 10 years (the mid 90s to mid- 2000s). Customers had access to tons of content for the first time because no companies have websites. The started reading different contents, started having a social presence, etc. This enabled a huge flurry of activity in the first wave, but this lead to deal distance got a little bit bigger. Big data companies started helping during this phase by having a lot of contact directories and company firmographics details online.
The 2nd Wave – Inbound 2nd wave has been segmented between the mid-2000s to early 2010 that led us to an inbound way. This is the timeframe when the big events like HubSpot were started, the iPhone was launched, etc. So as a company you had an option to increase a lot of different content formats, video, audio, texts, and infographics. There was a huge flurry of activity in automation. Emails, nurturing campaigns in social and other stuff started being automated. Customers had the option to change the whole process. They made it like a buyer-led journey. They wanted to be more informed, more educated and they wanted to learn at their own pace, not at the pace at which companies want. So this increased distance between the company and customers a little more.
The 3rd Wave - Noise The 3rd wave that fell between 2011 to 2020 when we went from higher-end 50 companies in sales marketing technologies to 8,000 which was a huge jump. Right now we're in the middle of a crisis where we are rediscovering new roads as well. How is this affecting all of us in the B2B data segment? Because customers also going to leave a lot of digital footprint across different platforms Though we didn’t have tech talk earlier, the footprint and the exhaust increased in this nice space, and this cemetery, the next pillar in the distance. It went from two blocks to five blocks and it kept increasing. Though B2B companies are trying to send you more data in different ways, the noise is not going away. We have lots of noise now. So what's next?
What is the 4th Wave? What's the fourth wave and the more important question is that why has this distance increased between the company and the customers? Every small and big company wanted to have more and more data, more quantity and quality though they don’t know to measure it. Every small and big company is using tons of tools to automate the whole marketing process, bombard people, and the distance between a customer and the company has just increased nonstop. So the 4th wave is you need to have a scale in a B2B data environment, you need to have personalization So you need data in the hundreds of millions at the same time. You need that personalization. Also, you also want the expert research. So your data partner should be both a combination of a platform, like a product or a data product like somebody who can tailor and give you intelligence more.
How has B2B sales & marketing Evolved? He has brilliantly split the B2B sales and marketing trends into three waves.
The 1st Wave - Online He segmented the 1st wave between mid-nineties to mid two thousand when people started visiting online and gathering tons of information. Companies went online, started their own websites, had a social presence, etc. All these increased in 10 years (the mid 90s to mid- 2000s). Customers had access to tons of content for the first time because no companies have websites. The started reading different contents, started having a social presence, etc. This enabled a huge flurry of activity in the first wave, but this lead to deal distance got a little bit bigger. Big data companies started helping during this phase by having a lot of contact directories and company firmographics details online.
The 2nd Wave – Inbound 2nd wave has been segmented between the mid-2000s to early 2010 that led us to an inbound way. This is the timeframe when the big events like HubSpot were started, the iPhone was launched, etc. So as a company you had an option to increase a lot of different content formats, video, audio, texts, and infographics. There was a huge flurry of activity in automation. Emails, nurturing campaigns in social and other stuff started being automated. Customers had the option to change the whole process. They made it like a buyer-led journey. They wanted to be more informed, more educated and they wanted to learn at their own pace, not at the pace at which companies want. So this increased distance between the company and customers a little more.
The 3rd Wave - Noise The 3rd wave that fell between 2011 to 2020 when we went from higher-end 50 companies in sales marketing technologies to 8,000 which was a huge jump. Right now we're in the middle of a crisis where we are rediscovering new roads as well. How is this affecting all of us in the B2B data segment? Because customers also going to leave a lot of digital footprint across different platforms Though we didn’t have tech talk earlier, the footprint and the exhaust increased in this nice space, and this cemetery, the next pillar in the distance. It went from two blocks to five blocks and it kept increasing. Though B2B companies are trying to send you more data in different ways, the noise is not going away. We have lots of noise now. So what's next?
What is the 4th Wave? What's the fourth wave and the more important question is that why has this distance increased between the company and the customers? Every small and big company wanted to have more and more data, more quantity and quality though they don’t know to measure it. Every small and big company is using tons of tools to automate the whole marketing process, bombard people, and the distance between a customer and the company has just increased nonstop. So the 4th wave is you need to have a scale in a B2B data environment, you need to have personalization So you need data in the hundreds of millions at the same time. You need that personalization. Also, you also want the expert research. So your data partner should be both a combination of a platform, like a product or a data product like somebody who can tailor and give you intelligence more.
20 min