TARGETED ACCOUNT STRATEGY
Business Wire | May 22, 2023
Sales organizations that actively position technology as sellers’ “teammate” rather than just another tool will unlock seller productivity and enable high-quality deals, according to Gartner, Inc.
During the opening keynote at the Gartner CSO & Sales Leader Conference, which is taking place here through Wednesday, Gartner experts explored how technology – particularly artificial intelligence – is key in augmenting the unique value that human sellers provide to buyers in a continuously disruptive environment.
“A new approach that marries technology advances with the distinctive abilities that human sellers bring to a deal is required to adapt to customers’ changing needs and drive real commercial outcomes,” said Robert Blaisdell, Senior Director Analyst in the Gartner Sales Practice. “The tech revolution isn’t about giving sellers more technology, it’s about giving technology more responsibility.
“New technologies, such as generative AI and digital humans, have the potential to transform the role of the seller. Sales leaders will need to rethink how to meet buyers’ inflated digital expectations. Those who don’t risk distancing themselves from buyers and leaving real money on the table.”
Sales is at a turning point
While sellers are often the CSO’s most obvious option to help buyers through dysfunction to reach their goals, they’re also the most expensive. The tight labor market, administrative burden of overinvesting in the wrong technologies, and the persistent skills gap renders this approach ineffective.
Organizations can finally move beyond simple automation and assisted selling to true augmented selling, where technology plays an active role in the design and execution of the sales process. As technology becomes fully embedded over time, sellers can lean on technology as their teammate to delegate tasks associated with lead generation or basic customer interactions.
Generative AI, in particular, has the power to automatically generate and personalize sales content based on the customer and their current needs, with sellers only needing to view the output.
Accentuate human superpowers to win deals and do what tech can’t
While a high percentage of buyers report preferring a rep-free experience, this preference is at odds with what makes for a high-quality deal. Buyers who receive validation that a purchase feels right for them are 30% more likely to complete an ambitious or premium purchase that lived up to expectations. Gartner calls this Value Affirmation, and buyers that engage with a human during the purchase process are 2.3x more likely to experience it.
"Value affirmation's importance in enabling high-quality deals highlights how feelings matter just as much as facts for today's B2B buyers,” said Alice Walmesley, Director, Advisory in the Gartner Sales Practice.
The best sellers intuitively have the ability to infer buyers’ unspoken beliefs, feelings and intentions to predict and influence buyer behavior. Technology comes in to free up sellers’ time, so they can better catch these innately human feelings.
“CSOs can coach core performers accordingly and ensure technology unlocks their sellers’ potential to be more human than ever. Progressive sales organizations are shifting their mindsets from a technology versus human approach, to a technology and human approach, where each entity brings out the best in one another to complete high-quality deals,” concluded Walmesley.
About the Gartner CSO & Sales Leaders Conference
The Gartner CSO & Sales Leader Conference is taking place May 16-17, 2023 in Las Vegas, providing sales leaders with the latest research on sales talent, customer buying behavior, account-based marketing strategies and leveraging digital channels. Follow news and updates coming out of the conference on the Gartner Newsroom and on Twitter and LinkedIn using #GartnerSales.
About Gartner for Sales Leaders
Gartner for Sales Leaders provides heads of sales and their teams with the insights, advice and tools they need to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers. With extensive qualitative and quantitative research, Gartner for Sales Leaders helps sales teams combat commoditization and price-based purchasing, develop critical manager and seller skills, elevate the value of sales interactions, unlock existing growth potential, and optimize sales force enablement. Follow news and update from the Gartner Sales practice on Twitter and LinkedIn using #GartnerSales. Members of the media can find additional information and insights in the Gartner Sales Newsroom.
About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight to executives and their teams. Our expert guidance and tools enable faster, smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
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ACCOUNT BASED DATA
PR Newswire | April 13, 2023
Insider—a marketing platform for delivering individualized, cross-channel customer experiences—launched over 20 industry-leading features this quarter, including their Integration Hub, WhatsApp Commerce, Eureka — personalized search on web, Web Push support for Mac Safari, iOS, and iPadOS, and more. These advancements aim to help businesses future-proof their customer experience and propel revenue from one centralized platform.
Insider helps over 1,200 leading enterprise brands and high-growth startups—including Samsung, Pizza Hut, Clarins, Madeira Madeira, Marks & Spencer, Virgin, Burger King, Toyota, Singapore Airlines, CNN, Lenovo, and MAC — accelerate digital growth and create delightful customer experiences by connecting data across channels, predicting future behavior with AI, and individualizing experiences.
To support changing user behavior and a fast-changing economy, Insider launched a range of new products and features to deliver more value to businesses by leveraging the power of their existing tech stack. This quarter, Insider delivered innovative solutions to amplify channel capabilities and help brands treat every touchpoint as a revenue driver and opportunity for conversion.
Introducing Insider's Integration Hub
Offering over 100 tools and connectors, Insider's Integration Hub means brands can now integrate their existing tech stack with Insider to increase operational efficiency, unify their data, and elevate their customer experiences.
This new launch aims to help businesses scale their customer experiences (CX) seamlessly by integrating with pre-selected tools or opting for custom integrations with APIs. Insider's Integration Hub offers integrations across more than 20 categories, including CRM, Analytics, Ads, Social Media, and more—allowing businesses to combine the power of their martech stack and create highly individualized experiences for users with unified data.
WhatsApp Commerce: Create end-to-end conversational buying experiences within WhatsApp
Insider's biggest launch of the quarter was WhatsApp Commerce—following the recent acquisition of MindBehind and becoming an official Meta Business Solutions Partner (BSP). Insider now offers 360-degree WhatsApp solutions starting from WhatsApp Business account creation, template approval, campaign creation, opt-in templates, segmentation, personalization, reporting, and more.
With this launch, consumers can discover, browse and buy products, and engage with businesses — right within the app where they spend most of their time — and in the conversational style they use with their friends and family.
WhatsApp Commerce allows businesses to deliver immersive web-style experiences within WhatsApp, combined with the power of two-way conversational messaging. This pioneering technology will enable businesses to create seamless buying experiences, from sending personalized promotions, capturing leads, and launching products to delivering post-purchase confirmations and loyalty experiences.
Businesses in any industry can benefit from WhatsApp Commerce, since the app is now the most popular messaging channel in the world, with over 2 billion active users and an open rate of 99%. It provides opportunities to improve product discovery, increase sales, uplift AOV, optimize CAAC, increase CLTV, and improve repeat purchases by running niche campaigns like product launches for retail, flight reminders with ancillary sales for travel, lead generation tools like interest calculators for banking and finance, and test drive booking forms for automotive, enabling users to complete their goal with fewer clicks and no redirects.
"Insider's WhatsApp Commerce has fundamentally changed how we interact with our customers. We are now able to meet our audience where they already are and offer complete order booking experiences at the touch of a button within their favorite app. Insider's WhatsApp Commerce allows us to build more personalized and conversational purchase experiences for our audience as an extension of our promotional campaigns — allowing them to leverage our offers, browse our menu, and place an order without leaving WhatsApp. This has significantly reduced cart abandonment by 61% and improved our monthly average order value by 38%." - E-commerce Director, Food Retailer
With WhatsApp Commerce, brands can leverage templates like product cards, category lists, catalogs, conversational flows, rich CTA messages, payment integrations and more to influence customers.
Integrate with CDPs to unify data and scale experiences
Businesses can now leverage Insider's most popular CDP integrations, such as Segment, Tealium, and mParticle to exchange user events and audience data to activate deeper segmentation on Insider. These integrations empower brands to provide hyper-personalized recommendations based on user data, and leverage offline user data, loyalty scores, purchase history, and category preferences to create highly relevant online experiences.
Reduce CAC with personalized remarketing on social media platforms like Tiktok and Facebook
Businesses can now deliver powerful remarketing campaigns on channels like Google Ads, Tiktok, Facebook Ads, and Facebook offline advertising by leveraging user actions on Web, App, and other channels, supported by Insider.
TikTok's popularity makes it one of the best choices for different verticals including retail, banking, finance, travel, and automotive brands to remarket and re-engage their visitors and users. Insider's AI-powered segmentation empowers businesses to leverage over 25 algorithms to create razor-sharp segments based on user behavior. And, with Insider's one-click TikTok integration, businesses can send these fine-tuned segments to TikTok to reduce CAC and accelerate engagement.
Fast integration, seamless connections, increased efficiency
Other popular integrations include a plug-and-play connection with Shopify, two-way data connections with analytics tools like Mixpanel and Amplitude, connection with CRM tools like Salesforce, Microsoft Dynamics CRM, Hubspot, retail apps, productivity tools, and support solutions like Zendesk and more.
''Insider's team proactively supported us during the integration process, suggesting best practices that will help us squeeze more out of their platform. With Insider, our whole marketing process has been greatly simplified, and it is this, along with the admirable tech support, that makes them a great choice for us at LEGO.' - Marketing and eCommerce Manager at LEGO
Eureka: Personalize search results for online shoppers with AI-led recommendations
Eureka is a product discovery platform that enables brands to curate intelligent, relevant, and faster search experiences by showing personalized recommendations powered by artificial intelligence, machine learning, and natural language processing.
Search results on Eureka reflect every shopper's unique interests and affinities, such as their preferred brands, sizes, styles, and colors. The most relevant products for each user are ranked and displayed at the top of the search results to assist shoppers in discovering their favorite products faster than ever before.
"We love the feature of predicting search terms and displaying search results that are unique to each user based on their affinity. It is one of the coolest features we have on our website, which really helps us stand apart from our competition." - Ecommerce Director, Eveshop
Eureka's advanced faceting filters and sorting capabilities help improve search precision and speed up product discovery by allowing shoppers to filter products based on characteristics and attributes.
Increase subscriber reach with Web Push for Safari users on Mac, iOS, and iPad
Following Apple's recent beta launch of Web Push for home screen web apps for iOS and iPadOS 16.4, Insider is extending Web Push support for these devices. This launch means that push notifications from web apps on iOS and iPad will now show up on the Lock Screen, in the Notification Center, and on paired Apple Watches, assuring higher open and click-through rates for brands. Now, notifications from web apps will work exactly like notifications from other apps.
Brands will soon be able to send push notifications to Safari web apps on users' home screens for hand-held devices—even when the app isn't open. This means marketers can expand their audience reach to over 1.5 billion active iOS users and iPad users with personalized push notifications.
Recognized as the #1 Leader in integrations, mobile marketing, personalization, and CDP categories by G2
G2 Spring Reports confirmed Insider as the #1 Leader in multiple categories, recognized by users for their industry-leading capabilities and fast time to value. 98% of Insider's customers believe the product is heading in the right direction, with 96% open to recommending them to prospects looking for an AI-led cross-channel journey orchestration solution, mobile-first strategy, and integration capabilities.
Insider will continue to focus on empowering businesses to craft individualized experiences with richer capabilities, faster execution, and higher results — keeping customer preferences and unified customer data at the crux of these experiences.
Get in touch with Insider's growth consultants for a personalized demo to discover how Insider can help you overcome your toughest growth challenges.
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About Insider
Insider helps global brands and marketers across industries connect data from multiple channels, predict the future behavior of their customers with AI, and deliver individualized experiences on any channel. Learn more at: useinsider.com
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ABM ACCOUNTS
PR Newswire | May 29, 2023
COMPLY, the leading provider of compliance software, consulting and education resources for the financial services sector and whose portfolio of offerings includes ComplySci, RIA in a Box, National Regulatory Services (NRS) and illumis, today announced it has named Gayle Nixon as Chief Marketing Officer. This announcement comes at an integral juncture, as the firm seeks to scale growth and enable clients to meet evolving regulatory requirements.
Nixon is an experienced MarTech and B2B marketing expert with more than 15 years of scaling and coaching teams in developing and leading growth- and account-based marketing strategies. She joins COMPLY from the legal tech firm Litera, where she was Senior Vice President of Marketing.
"Adding Gayle and her deep marketing experience to our executive leadership team will further enable COMPLY to cement its place as the leading provider of compliance software, consulting and education resources for the financial services sector," said Amy Kadomatsu, COMPLY's CEO. "She will be integral in creating value-based marketing approaches that demonstrate COMPLY's ability to solve complex compliance concerns across a range of financial firms."
COMPLY launched in 2022 to unify ComplySci, RIA in a Box, National Regulatory Services (NRS) and illumis under one corporate umbrella with an integrated leadership team to accelerate the organization's strategic growth initiative. Customers will be able to leverage the breadth of solutions and expertise from all four businesses. The addition of Gayle Nixon, in such a key leadership position, underscores COMPLY's ongoing growth and drive to offer the market the leading regulatory compliance solution set.
Nate Remmes, COMPLY's Chief Growth Officer, said, "COMPLY's integration requires a focused and targeted marketing approach to ensure the market understands that our firm will deliver a holistic and efficient approach to compliance needs and education. Gayle's expertise allows us to quickly achieve that goal."
Nixon's previous roles include Vice President of Digital Marketing and Demand Generation for SS&C Intralinks, Senior Director of Global Demand Generation at Rocket Software, Chief Marketing Officer at itslearning AS and Director of Global Marketing, Demand Creation at Trillium Software.
Nixon added, "I am thrilled to be part of COMPLY and excited to help the leadership team identify and meet its growth targets."
About COMPLY
At COMPLY, we pride ourselves on being the champion for compliance professionals. Merging technology, consulting and education, we help clients navigate the ever-changing regulatory environment. Our portfolio of offerings includes ComplySci, RIA in a Box, National Regulatory Services (NRS) and illumis, whose more than 7,000 clients include some of the world's largest financial institutions. Clients throughout our portfolio enjoy access to our full suite of industry-leading governance, risk and compliance (GRC) consulting, technology, managed services, analytics and outsourcing solutions.
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