At Thanksgiving, we come together with family and friends. Something so simple as appreciating our loved ones can have a positive impact on our lives and our relationships. At Anteriad, we emphasize a close and supportive culture so that we have the positive energy we need to show up for our customers every day.
I recently wrote an article about the necessary combination of people, data and technology and it is timely that it was published in November, when we take time to appreciate the people in our lives. I have been considering the power of people a lot recently, especially as our B2B solutions continue to be amplified with AI, data and analytics. Rather than replace the need for people, advanced data and technology emphasizes the need for people. Human understanding is often needed to unlock the power of data and advanced technology. Service, when done right, is actually an incredibly powerful way to scale the technology products we offer.
The value of “people power” is important across the full funnel. While many B2B buyers have moved online to a self-service model, salespeople are still incredibly important to the process. Onboarding a new technology requires expertise and custom integrations, dashboard development and training. Managing and using technology requires human expertise to get the most out of it. And data analysts are needed to determine how to apply insights to a marketing or sales strategy most effectively.
A recently published review of the pitfalls of ABM platforms shines a light on the downsides of leaning too heavily into an expensive technology platform without considering how it will be used and managed. Many B2B marketers bought and implemented ABM platforms in recent years only to experience frustration in the long run. The complexity of ABM means that there are multiple stakeholders, integrations with other vendors and tangled workflows. Taking the same budget and partnering with a company like Anteriad, which combines AI powered technology with ABM expertise reduces those complexities, so companies can get more from their investment.
As B2B marketers mull over their budgets and strategies for next year, considering an investment in human expertise that complements data and technology could be the secret to getting more out, and to creating a powerful engine that gets better, rather than more frustrating, over time.
Wishing all of our Anteriad community a very Happy Thanksgiving.
