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Marketing Technology: How To Get The Right Data For Machine Learning & AI


Your business can deliver content and experiences to the right customers and decision influencers. All it takes is the right combination of marketing technology, end-customer data, machine learning and AI applications. The result: shorten the sales cycle.

Tessa Burg, Chief Technology Officer
March 7, 2019

The right marketing technology enables you to get more of the right data, store it in the right place and continually test-and-learn from a properly configured intelligent application to access information and take action. Let’s get started!

1. Get More Of The Right Marketing Data

The best way to get more of the right data is to pull data from more sources early in the customer journey. Spend more time learning how your customers search for solutions, get buy-in from decision-makers and push purchase decisions through. This information helps you understand the content and experiences customers expect when buying your product.

You can also get more of the right data by solving a critical post-purchase problems. Customer retention and customer growth are challenges for most B2B companies. In fact, the average B2B company retains only 20% of customers.

Make it easier for buyers to receive training, find the right tooling and resources, or run validation tests. Providing these services through connected devices, such as mobile apps or IoT devices, allows you to properly track and store the marketing data you need.

2. Put Marketing Data In The Right Place

Many companies have data that lives in many different places. But if you want to shorten the sales cycle, an API (Application Programming Interface) or similar marketing technology can extract data from one source and put it into your CRM system.

Today, more than 80% of B2B companies have a CRM platform. Unfortunately, most aren’t used effectively or lack data. This results in lack of use. When you automate the data flowing into your CRM system and use its alert and trigger features, you’ll close the gap between information availability and taking action on that data.

3. Continuously Test-And-Learn From The Data

Machine learning and AI applications do a fantastic job of producing better and better recommendations, predictions and automated responses over time. A good example is lead scoring in a CRM system.

Today, the Salesforce AI application called Genius uses CRM Data to assign values to a prospect’s sales-funnel activities. As Genius learns, the scoring updates automatically. This increases accuracy and ensures that sales agents are following up on higher-quality, ready-to-buy leads.

Businesses in manufacturing, technology and consumer brands are starting to use machine learning and AI applications. But not enough are gathering the right marketing data to increase value generated through the sales funnel.

By using a connected device to address a major post-purchase customer challenge, you get the content and data you need to efficiently reach more high-value customers and increase the value of sales-funnel activities through customer retention.

In her previous role as Vice President of Technology, Tessa helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.

Tessa Burg, Chief Technology Officer

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