Blog: Business Education

Learn why and how content marketing is an important component of your business' marketing strategy in this guest blog post.

Marketing is a complicated space in today’s world. There are a lot of great opportunities to get your brand out there for less, but budget cuts often limit even the most cost-effective solutions. Newcomers and SMBs that aren’t as seasoned are struggling to figure out exactly what they should be spending their marketing budgets on. Fortunately, if you’re among them, you’re not alone.

An ideal customer profile, or ICP, is a critical element of your sales engagement strategy. After all, if you aren’t 100% clear on who it is you’re trying to engage, how will you be able to reach them? Some companies have an idea of their ideal customer but never take the steps to create a profile they can actually share with others. However, that is what will make the difference when you want to improve sales engagement.

Overcoming obstacles is part of the sales process for any B2B company. The increasingly competitive landscape of B2B sales has created even more challenges for sales reps and made it ever more difficult to succeed. Many (errantly) assume that salespeople only control so much of the process and the potential outcomes.

The case for generative AI in business is strong. Like its sibling conversational AI, this tool is all about taking advantage of all that data floating around out there to enhance the customer experience and deliver a better solution. But what’s the difference between generative and conversational AI? And how can you put generative AI to work for lead generation?

When it comes to managing your CRM sales pipeline and other aspects of your customer relationships, there’s always room for improvement. A solid CRM platform and management strategy can help you track and nurture leads, customers, and other relationships as they make their way through the sales pipeline. Of course, it doesn’t work on its own. You have to know how to make your CRM work for you to maximize your efforts.

Cross-selling is a way to get customers to spend more by purchasing complementary products or services. Extracting more value from existing customers allows you to get a bigger return without really increasing your investment. After all, you’ve already invested the money and effort to get the customer this far—taking things a step further with cross-selling is just the natural progression.

When you hear about ChatGPT and other AI tools, you often hear about the vast amounts of data that they can cultivate and utilize. But where does that data come from? There are a few different sources, depending on the type of AI tool you’re using and what kind of information is relevant. Understanding this can help you see all that you can gain from AI when you use it correctly.

Put simply, NLP is what helps AI figure out what the “right response” is when engaging with customers. There are several benefits that come from employing a capability like this as part of your customer service and support. Most commonly, you’ve probably seen natural language processing in action in the form of chatbots.

AI is quickly finding its place in almost every business and industry, offering a variety of ways to boost performance and get more done in less time. There are several types of artificial intelligence in use, including generative AI. Understanding this technology, as well as how it can be best used, makes all the difference.