B2B marketing is intelligence-proof

Moore's Law, infobesity, trillions of data... so many concepts and observations that have been discussed and repeated many times in blogs, books and podcasts, and which we will not go into here, as there is so much documentation on the subject. We are more interested in understanding what new concepts this evolution of data is generating in the market. Moreover, we also want to study the practical impacts of this evolution in the daily life of B2B actors.

A key word: intelligence

In terms of concepts, if there were only one left, it would surely be the term intelligence. Let's take Max Tegmark's shortened definition and designate intelligence as the capacity for any organized form to achieve objectives. Artificial intelligence then takes on its full force, particularly in marketing, where it is used to anticipate and predict the behavior of customers and prospects.

Lead scoring is a perfect illustration of this, and by processing and analyzing an almost infinite number of variables, it allows you to model the probable behavior of a company or a contact. It is then up to the salesperson or marketer to use this information to launch the right message at the right time and thus transform the lead.

Generative AI: an emerging trend

More confidential, the term generative AI is beginning to emerge. Indeed, when AI creates a mass of data from other data, it becomes a source of information in its own right. And an increasingly important one.

This is one of the 12 tech trends announced by Gartner. According to them, by 2025, 1 in 10 data created in the world will be created by an artificial intelligence, compared to 1% today. According to them, by 2025, 10% of the data created in the world will be created by an artificial intelligence against 1% today.

Decision intelligence at the center of future concerns

Business intelligence, which for a long time has been fairly confidential and confined to IT departments, should also continue to grow in the coming years. It is about improving decision making through automated data analysis. This idea can be applied to many sectors of the economy. However, it is particularly evident in the data marketing market. Data marketing brings together players who exploit or market data to meet the challenges of commercial marketing departments (lead generation, CRM, sales, etc.).

According to BVA for Isoskele, players in the "Analysis and Intelligence" segment of Data Marketing have experienced strong growth in 2020 in a market that has been slowed by the Covid crisis (-1.5% in 2020), and despite the appearance of many new players (+28%). With 153 players and revenues of €885 million, this segment represents 40% of the overall market, growing in 2020.

Intelligence as a key concept in the evolution of marketing

Data is therefore profoundly changing the marketing and sales profession, right down to the profile of the professionals. According to Deloitte, CMOs are now recruiting for analytical skills rather than creative skills, which have historically, rightly or wrongly, been promoted in marketing.

The future of marketing and sales jobs will converge towards a better understanding of data and its analysis. We can therefore expect an adjustment from a technical point of view at first, accompanied by training and the reinforcement of certain professions. We can only advise you to train by following mooks and online courses, and to take certifications.