Track: Machine Learning Applications in Marketing
Machine Learning in Business-to-business Marketing
We will provide an overview of machine learning applications to B2B marketing, detailing business problems that can benefit from data science solutions, providing sample machine learning methodologies, and quantifying the benefits of integrating machine learning into marketing automation and performance measurement systems.
Applications to early stages of the marketing funnel include audience segmentation, paid media and web personalization, next best action nurture models, and product recommender systems that integrate with marketing automation tools to deliver the right content to the right customer at the right time. Additional machine learning tools can be leveraged to streamline B2B processes farther in the journey with a direct impact on revenue, including prioritizing leads for digital sales, routing leads to the right sellers, and optimizing marketing touches for lead progression. Finally, a complete marketing data science program includes performance measurement machine learning models such as customer lifetime value, multi-touch attribution, and marketing mix models that improve loyalty, increase revenue and optimize marketing spend.