Forrester is out with a Forbes article titled “Forrester Predicts A Turbulent Year For B2B Marketers In 2024”. The article can be read in its entirety here https://www.forbes.com/sites/johnellett/2023/10/27/forrester-predicts-a-turbulent-year-for-b2b-marketers-in-2024/?sh=1ce69ec612a9 .
At Selgine, we love this article. The product market gaps and short-comings Forrester highlights in current sales execution platforms and partner relationship management systems underscore the need for B2B: marketeers, sales enablement professionals, and business development channel managers to rethink their tooling and how to “sell smarter at scale™”.
Analyst and author, Laura Ramos, vice president and principal analyst at Forrester, states “Generative AI is going to create the opportunity for change at a much faster rate. Figuring out where to focus the resources that you're using to turn your generative AI experiments into business value is where the pressure points are going to be. Some organizations are going to do really well and get ahead, and others are going to struggle and fail.”
She goes onto list five predictions:
Generative AI will surface insights that dictate one in five new B2B product launches
Thinly customized GenAI content will degrade purchase experience for 70% of buyers
Legal action over privacy protections will strike a major data provider
Two out of five Millennial buyers will demand early access to B2B product experts
Half of B2B firms will boost partner ecosystem technology and process investment
Yep. These predictions are loved by Selgine, because we’re delivering solutions today that will future proof your B2B marketing engine bigly. Let’s elaborate here….
Generative AI will surface insights that dictate one in five new B2B product launches. Selgine is the only sales enablement platform or partner customer relationship management solution that has a thorough, yet accessible “product hierarchy table” for targeting and analysis. Alternative vendors focus on contact lists and sales lists, Selgine manages Accounts, Contacts, Sellers, and Products – significantly more sophisticated for both targeting as well as personalizing outreach content.
Thinly customized GenAI content will degrade purchase experience for 70% of buyers. Selgine focuses on well-curated content initially authored by subject matter experts in product marketing and business development. Our generative AI, as well as heuristics, and deterministic analytic capabilities provide “human-augmented intelligence” – we are not looking to replace the author, publish, subscribe, and re-author or tune email delivery model already packaged in Selgine, we are providing the ability to accelerate human ideas and approaches that help B2B marketeers, sellers, business development professionals, and channel partner do their job with greater impact and optionality.
Legal action over privacy protections will strike a major data provider. At Selgine, we’ll do everything we can to steer clear from this! Selgine’s approach is to use OAuth for access security as well as back-end integration, in a very clever way that distributes security to the trusted owners who should control it. It requires two level of authentication, the user organization to “white list” Selgine – permit us to connect to their systems and then it requires individual users (sellers, marketeers, business development, SDRs, channel partners, and to some degree customer contacts) to permit Selgine access. The access can be easily revoked by enterprise customers or individual users. Ditto for subsystems like salesforce.com, etc. This is a very unique to Selgine, and provides a novel approach for distributing trust to the edge where sellers and data interact with customers.
Two out of five Millennial buyers will demand early access to B2B product experts. At Selgine, we love this prediction. Our scheduling / calendaring functionality is the world’s first multi-participant, role-based, scheduling systems fully integrated with Google Email, Calendar & Meet as well as MS365 Outlook, Calendar, & Teams. Based on a directory of entered Subject Matter Expert (SMEs) roles – Selgine assigns the right SMEs based on availability, time zone, region, and role – and the meetings can be many-to-many meetings, alternative approaches focusses on 1:1 meetings without any sense of “role”. So let’s say you’re running a salesplay and either the internal audience (sellers) or external audience (customers) schedules a meeting to learn more about the salesplay solution, the meeting will pull ROLE-based list of SMEs which might include “pre-sales experts”, “commercial expert” and “services experts”, in addition to the Account Executive…. The system will search for appropriate times where all required SME roles can attend…. Noone does this but Selgine.
5. Half of B2B firms will boost partner ecosystem technology and process investment.
Selgine’s cloud service product was designed to deliver on its brand promise to “sell smarter at scale” through our patent-pending “drive and relay technology”. There is no vendor in the market that enables a source company to drive a sales motion into a partner ecosystem company, and for them to relay into their (partner) customer base – providing transparency and visibility across the entire selling value-cycle. Efforts to create “shared CRM and Partner Relationship Management” systems have been fraught with problems, bugs and breakdowns, security issues, and unwanted data leaks…. Large companies with sizeable MDF (marketing development fund) budgets will demand their channel partners provide Selgine-level of transparency and visibility for any programs that are funded by their MDF. Most B2B, channel-ready companies simply do not know the art of the possible, that’s Selgine’s job to educate them.
Wanna learn more? Check out www.selgine.com or ask us for a demo here: Get Started | Selgine .