BMA – Using Customer Data for B2B Growth

Data in business (and human society in general) plays a interesting role.  Kiyoto Tamura started the presentation with a note from his experience in finance: data plays a huge role, but most of money loss is based on emotions.

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In many cases customer data “lives” in different databases.  Traditionally, marketing automation vendors tried to “own” this database, what created limitations on which data can be used.  Marketing automation vendors should not “take marketing data hostage” and work with all available data.

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Kiyoto recommended to make rectangles typically used in PPT slides octagons – the chart will look more “scientific”  🙂

A very interesting point on AI-based predictive lead scoring.  Identification of a correct lead is difficult.  To make predictive lead scoring useful, the company have to have enough of good data, what may not always be the case.  “Don’t get caught in AI craze.”

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Very insightful presentation, as can be expected from BMA events.

 

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