By Vijeta Verma, Director of Data Integration, Anteriad

Many B2B marketers don’t have enough data to implement effective campaigns built around the well-known B2C mantra of “right time, right person, right message.” Personalization and “right-timing” – knowing when to show the right message – requires a depth of insight and a level of scale that typical B2B data collection practices can’t support.

But taking on such a task requires two elements, deeper data collection and the use of AI to help build the right segments, run predictive analytics and apply insights to broader audiences.

Anteriad’s Vijeta Verma, Director of Data Integration, lends her insights on gaining a competitive advantage through the efficient use of a data and AI strategy in this Advertising Week article – read it in full here.

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Data Normalization 101 for B2B marketers

Behavioral Targeting: What B2B Marketers Should Know