Skip to content
Microsoft Industry Blogs

For many organizations, consistently delivering positive customer experiences can drive business success as much as the products or services themselves. Investing resources to create positive and engaging customer experiences is a critical part of progressing customers and prospects through the customer journey. According to CustomerThink, approximately 80% of executives in B2B companies believe that offering outstanding customer experiences is directly connected to better business results and a stronger market advantage[1].

Still, when it comes to leveraging customer data or adopting predictive technology that can successfully analyze and optimize those insights, many businesses are still in the beginning stages. In fact, according to a recent study, only 17% of B2B companies have fully integrated customer data throughout their entire organization[2]. Without that relevant data, organizations often struggle to develop the data-driven strategies that would empower them to reach—and even surpass—their business objectives.

Exploring predictive tools and real-world trends to drive B2B sales

Smart technology and other predictive tools can give sales teams an added competitive edge, allowing them to offer data-informed customer support and create personalized customer experiences that are memorable and uniquely engaging. Today’s customers are hungry for individualized experiences, attentive brands, and fresh perspectives. According to the Reinventing Loyalty Report, 61% of consumers reported feeling loyal to brands that tailored their experiences to their own preferences and needs[3]. Predictive tools gather valuable data and enable sales teams to develop strategies that meet all those qualifications with ease.

For example, AI innovation and other intuitive technology can help teams stay up-to-date with modern customer expectations, reassuring customers and prospects that a business is aware of the current needs of their target audience. In fact, 51% of marketing leaders are already using AI technology, and of those using it, 57% consider it absolutely essential or very important in creating personalized experiences and facilitating connected customer engagement pathways[4].

Some examples of effective real-world uses of predictive tools that successfully drive customer engagement and sales include:

  • Marketing automation and self-service tools
  • Customer identity management
  • Customer insights that inform sales and marketing strategies
  • Personalized web and digital experiences
  • Tailored content creation and delivery

Relying on intuitive technology and predictive tools to gather and analyze data ultimately empowers sales teams to develop more successful strategies, build more impactful tools that meet the real needs of their customers, and design customer experiences that keep their audiences engaged, excited, and coming back for more.

Using smart technology to gain a competitive advantage

B2B sales teams often have the added challenge of connecting with entire business rather than individual customers. With intuitive, predictive tools like AI technology, IoT, and cognitive innovation, sales teams can gather and successfully leverage a wealth of meaningful data about their customer base. And with those insights, sales teams can develop smarter plans, make data-informed decisions, and reap the business benefits of smart technology—ultimately delivering world class customer experiences that strengthen overall success.

[1] http://customerthink.com/the-future-of-customer-experience-in-b2b/

[2] http://customerthink.com/the-future-of-customer-experience-in-b2b/

[3] Reinventing Loyalty: Understanding Consumer Behavior in the Experience Era (2017)

[4] http://customerthink.com/2018-consumer-engagement-trends/