Love Your Pipeline Event

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Interesting: a panel of advanced industry marketers did not have significant experience in every industry area.  In many cases, they were starting ABM and just moving into predictive.  The shiniest of the shiny industry objects are new, and every marketing organization is trying to understand how to use the new opportunities for their business, or if these opportunities are beneficial for their business.

It was a pleasure to see “people” and “process” taking central stage in transformations of marketing organizations, and tools moving to the supporting side, where they belong 🙂

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Predictive technologies discussion:

“If you don’t have right people, don’t just buy the tools.  You won’t get enough benefit out of the tools…”

Another interesting perspective: improvement takes time…  and, in many cases, years.  (Very good visualization of “marketing improvement” from Insight)

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Predictive technologies discussion:

“We just put some tools in.  In 6 months we will see data…”

Surprising: sales aspect of ABM may not be entirely positive. Sales might feel threatened by account-based approach: “Now they will give me a limited number of accounts and I can not go outside the list…”

Tools mentioned during the event:

Gecoboard  – a tool that allows visualizing and easily exposing data in the office.  The board integrates with a variety of apps (including SFDC, Google Analytics, Excel).

“Live TV Dashboard that improves key business metrics”

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Conversica – a “sales assistant” AI, that communicates with prospects, warms leads and sends them to sales.

The tool has a free trial limited to 25 leads, and not limited in time…

Book – The Business Blockchain

blockchain.pngThe book is a good introduction to the industry concepts.  Blockchain often perceived as a technology only without understanding of other aspects of the phenomenon.

What is the blockchain?

Blockchains are new technology layers that rewire the Internet and threaten to side-step older legacy constructs and centrally served businesses. At its core, a blockchain injects trust into the network, cutting off some intermediaries from serving that function and creatively disrupting how they operate.

Blockchain has technology, business, and legal aspect.  It is a mechanism that allows transactions (and currencies) without a need of trusted central authority.

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As blockchain has three different aspects, it can potentially bring change and innovation into technology, business, and also legal establishment.  From another side, blockchain faces obstacles to overcome in all three fields (technical nuances, business processes, and local laws).  It will be interesting to watch how blockchain will evolve and which aspects will be more critical for wider adoption.