Urgent Insights: Is GenAI your brand’s lifeline or downfall?
Boost your events for C-Suite impact Generative AI has revolutionized content creation, customer interaction, and brand building. How will B2B companies evolve their brand-building strategies to stand out in this tsunami of content? The winners will be those companies who know how to leverage AI to free up time for nuanced, quirky, real conversations with customers and prospects. 1. Focus AI on what it does best GenAI tools are amazing at summarizing vast amounts of unstructured data and turning simple requests into serviceable content. Don’t confuse “serviceable content” with “content busy executives will read” however. Some AI Use cases: Data Analysis: Use AI to gather and analyze customer data, uncovering insights that can inform your marketing strategies. Generate Content Ideas: Allow AI to generate initial drafts or brainstorming ideas, which human marketers can refine and personalize. Develop a competency in writing prompts: Getting the most from LLMs requires detailed, carefully crafted prompts. Do not leave this to your engineering team…seek out the English majors instead. Consider Not Using Stock Images: GenAI images can produce an acceptable option far faster than searching a stock photo app, and if you’re handy with prompts, something that doesn’t scream “generic stock photo”. 2. Integrate human creativity for authenticity When we’re buried in generic content created in seconds by an LLM, human storytelling and opinion bring an authenticity that AI cannot (yet) replicate. The latest biometric security software can detect “liveness” in AI-generated deepfake images. Discerning marketers can do the same with content produced by an LLM. Authenticity and how to get it Humanize Your Content: Ensure that your content reflects your brand’s personality, values, and unique voice. Sometimes let yourself go on a Sam Kinison-like rant. Have a Point of View: GenAI always seems to return to the center. People are messier and have points of view shaped by unique life experiences they can tell stories about. People engage with stories, not the college freshman book reports that LLMs typically generate. Engage Directly with Your Audience: Host live events to create real-time, personal connections. 3. Active listening to drive customer-centric strategies The foundation of a strong brand is understanding what drives your customers and prospects. By actively listening to their needs, challenges, and feedback, you can tailor your product offerings, positioning, messaging, and go-to-market strategies to better align with their expectations. Upping your listening game: Record your thought-leadership events when possible, because the questions your attendees ask and the topics that interest them will generate more useful data than the typical 6-figure analyst report. Making sense of this quickly is an ideal application of AI. Do qualitative research with prospects and customers continuously, and make note of the difference in responses you get. Validate conclusions from qualitative research with larger-scale surveys. 4. Personalize your go-to-market plans Personalized go-to-market plans that address the specific needs and pain points of different customer segments AND different customers will improve brand perception and conversion rates. Meaningful personalization: Listen and interpret: Use every interaction to learn something new about what that person and company are struggling with, and apply that knowledge to improve…everything. Segment Your Audience: Use AI to segment your audience based on demographics, behavior, and purchasing patterns, refined with what prospects tell you at events or on research calls. Tailor Your Messaging: Develop customized messaging that focuses on the particular challenges of each account, highlighting how your solutions address their unique challenges and goals. How? By actively listening to them and using AI to help you make sense of all those hours of insights. Create Personalized Experiences: Offer personalized demos, tailored content, and customized solutions to make each customer feel valued and understood. 5. Foster a culture of continuous improvement Building a strong brand is an ongoing process that requires continuous refinement and adaptation. Stay agile and open to change by having conversations with customers and prospects every week. Actionable tips: Iterate and Optimize: Regularly review and adjust your marketing strategies based on both customer and prospect feedback. Prospects will tell you things your customers won’t. Stay Ahead of Trends: Keep up with industry trends and technological advancements to ensure your brand remains relevant and competitive. How do you know which trends are worth investing in? Keep asking your customers and prospects. Invest in Training and Development: Equip your team with the skills and knowledge needed to leverage AI tools effectively while fostering creativity and innovation. In a post-GPT world, building a strong B2B brand requires leveraging the strengths of AI without losing the authentic point of view that only humans can articulate (and only a few humans). By actively listening to your customers, personalizing your go-to-market plans, and fostering a culture of continuous improvement, you can create a brand that stands out from the noise.
Boost Your Events for C-Suite Impact
Boost your events for C-Suite impact Post-pandemic, there’s been a surge in executive events, with organizations eager to engage the C-level suite. On average, an executive receives 35-40 invitations daily. One CIO noted that if he attended a quarter of these events, he would need to get a replacement. This highlights a common issue: the sheer volume of event invitations executives receive. The importance of value for decision makers Event organizers aim to attract decision-makers, but what value do these executives gain in return? Traditional lures like free food and goodies are no longer sufficient. Executives now seek networking opportunities that offer solutions to their challenges, peer connections, and career advancement. Cutting through the noise: building brand and measuring success Purpose: Define a purpose and set clear goals for your event, such as brand awareness, lead generation, engagement, or customer up-selling. Theme & Content: Identify your target audience and the value you provide them. With abundant content available, it’s crucial to communicate value through thought leadership and engaging content. Ensure the theme and content are compelling from the executives’ perspective to make their attendance worthwhile. Format: Executives prefer intimate setups where they can share openly without judgment. They value time and seek meaningful interactions, so avoid expecting them to walk through trade show halls or listen to a sales pitch. Guest List: Invite like-minded peers to spark deep, valuable conversations. Research your ideal customer profile (ICP) thoroughly to ensure you have the most relevant attendees at your event. Agenda: Deliver value with new, intriguing ideas. Executives seek innovative solutions and are quick to dismiss ordinary strategies. Design your program with attention to future-focused topics that provide unique experiences and engaging stories. D-Day and Measuring Success: Prepare your experts and audience well in advance. Understand what your audience hopes to gain and plan accordingly to deliver value. Providing worth, validation and engaging interactions will encourage continued conversations and relationships. By implementing these elements, you will create impactful events that resonate with executives and stand out in a crowded landscape. Interested in learning more? Check out our Custom Events page.
Better together: ForgeX partnership modernizes event-led growth
Better together: ForgeX partnership modernizes event-led growth At BuyerForesight, we are committed to continuous innovation and delivering exceptional value to our customers. Today, we are excited to announce a strategic partnership with ForgeX, an innovative leader in account-based GTM research. This collaboration is aimed at scaling account-based strategies for event-led growth and will transform how our customers engage with target accounts and drive more revenue from event marketing. Why this partnership matters Precision and personalization are paramount in B2B marketing. Traditional marketing tactics often fall short in targeting high-value accounts with the level of detail and engagement required to make a significant impact. This is where account-based marketing and event-led growth intersect. By partnering with ForgeX, we are combining their account-based go-to-market (GTM) methodologies with our expertise in event-led growth. This powerful combination will enable us to deliver highly targeted, personalized, and impactful event experiences. Key benefits of the partnership Targeted Event Strategies: This partnership allows us to further enhance the orchestration and execution of events to target high-value accounts. This ensures there is a strategic opportunity to uncover detailed insights to improve engagement outcomes and further enhance relationships with key stakeholders. Personalized Experiences: Events are a powerful way to connect with your audience. By combining our event expertise with ForgeX’s ABM expertise, we can create highly personalized event experiences that speak directly to the unique challenges and goals of our customers. By targeting the right accounts with the right events, we can drive more meaningful engagement and, ultimately, more revenue. Innovative Solutions: Our collaboration with ForgeX brings together the best of both worlds—cutting-edge ABM strategies and top-tier event orchestration. This synergy offers innovative solutions that set new standards in the industry. What’s next? This partnership is more than just a strategic alignment; it’s a commitment to our customers. We are dedicated to continuously enhancing the value we provide, and this collaboration is a significant step in that direction. We invite you to join us on this exciting journey as we leverage this partnership to transform event-led growth and drive more revenue. In the coming months, you can expect to see a series of new initiatives designed to maximize the impact of our combined strengths. Stay tuned for more updates and insights on how this collaboration will benefit you and your business.
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Immersive experiences are taking center stage
Immersive experiences are taking center stage Immersive experiences, when well-integrated into your event, can enhance thought leadership rather than detract from it. By providing a unique and engaging way to convey complex information, these experiences can elevate your event’s perceived value. However, it’s crucial to ensure that the immersive elements are directly tied to the event’s core themes and objectives. If used appropriately, these experiences can reinforce key messages by creating a multi-sensory experience, you can reinforce key takeaways and make them more memorable. Immersive experiences are revolutionizing the way we engage with attendees at events. By providing a unique and interactive way to convey complex information, these experiences can significantly enhance brand perception and drive engagement. However, it’s crucial to ensure that these experiences are seamlessly integrated into the event’s overarching theme and objectives. When executed effectively, immersive experiences can leave a lasting impression, creating deeper connections with attendees and driving measurable results. Why your events need an immersive upgrade in 2025 Boosting Brand Recall: When attendees engage deeply with a brand, they’re more likely to remember it. Immersive experiences help businesses stand out in a sea of competitors by creating moments that attendees won’t forget. Imagine attendees leaving your event and thinking, “That VR product demo was incredible—I need to learn more!” Data-Driven Impact: Immersive tools don’t just engage; they provide insights. By using analytics and sensors, you can track how attendees interact with your experience. Which product features got the most attention? Which parts of the VR product tour sparked questions? This data offers invaluable guidance for future campaigns. The Future of Work Meets Immersion: With remote and hybrid work models continuing to evolve, many professionals crave ways to connect authentically. Immersive experiences can bridge the gap by establishing community and collaboration, even in a virtual or hybrid setting. Think of them as the water cooler moment showroom where attendees of the digital age. Big ideas for small B2B summits Now that we’ve covered the why, let’s talk about the how. Here are five immersive experience ideas to take your smaller B2B summit to the next level: 1. Virtual Reality Product Demos What to Do: Set up a virtual sh can explore products in a 3D environment. Let them “pick up” and interact with items or walk through a simulated use case. Why It Works: It’s hands-on, engaging, and allows attendees to experience your offerings in ways traditional presentations can’t replicate. How They Do It: At the Google I/O conference, Google integrated gamified experiences, such as coding challenges and interactive quizzes, into their developer conference to educate attendees about their tools and platforms in a fun and interactive way Google used leaderboards displayed in real-time to encourage friendly competition. 2. Augmented Reality (AR) Applications What to Do: Use AR to overlay digital content onto the physical world. For example, attendees can point their phone at a product and see animations explaining its features. Why It Works: AR transforms complex concepts into visual, easy-to-grasp experiences, making your product the star of the show. How They Do It: At the AR Vending Machine Festival, PepsiCo introduced AR-enabled vending machines at music festivals where attendees could play AR games for a chance to win free drinks.The games, visible through a smartphone or tablet, attracted festival-goers and boosted brand engagement. 3. Gamification for Good Times and Great Leads What to Do: Introduce games like quizzes, scavenger hunts, or challenges tailored to your event. Offer rewards for participation to drive engagement. Why It Works: Gamification taps into our competitive spirit while reinforcing learning. Plus, it’s fun—and fun events are memorable events. How They Do It: At a Dreamforce event, Salesforce instituted a scavenger hunt game that encouraged attendees to explore various sessions and sponsor booths. Participants earned points and prizes for completing tasks. 4. Interactive Workshops What to Do: Host hands-on sessions where attendees can learn new skills or collaborate on solving real-world problems. Why It Works: Attendees walk away with not just knowledge but also practical tools they can use immediately. It’s a win-win for them and your brand. How They Do It: At events like business conferences, LEGO uses its Serious Play methodology in workshops to encourage creative problem-solving. Attendees use LEGO bricks to model solutions to workplace challenges. This interactive approach helps generate innovation and encourage team collaboration. 5. Hyper-Personalized Experiences What to Do: Use data to tailor the event to individual attendees. Offer personalized session recommendations, custom networking matches, or curated product demos based on their preferences. Why It Works: When attendees feel the event was designed for them, they’re more likely to engage—and more likely to convert into customers. How They Do It: BuyerForesight leverages direct insights gathered from direct conversations attained from event participants during our vetting process to curate highly relevant and engaging summits. By understanding the specific needs and interests of our participants, we can tailor our agenda to deliver maximum value. This personalized approach ensures that our events are not only informative but also actionable. Elevating your event strategy Integrating immersive elements into your B2B summit strategy isn’t just a trend; it’s a smart investment in engagement and lead generation. Here’s why: Memorability Matters: Immersive experiences make your event stand out in a crowded calendar. Trust Through Familiarity: Tools like VR and AR help decision-makers see your brand as innovative and customer-focused. Data = Direction: Analytics from immersive experiences provide actionable insights to refine your future campaigns. Wrapping it up: the immersive advantage As we look toward 2025 and beyond, standing out in B2B marketing requires going far beyond traditional methods like brochures and slide decks that either get tossed or never viewed. Immersive experiences have the power to transform your events—shifting them from informative to truly inspiring. From virtual showrooms to gamified challenges, these strategies make your brand unforgettable while developing valuable connections and delivering actionable insights. Even at smaller events, incorporating immersive elements can elevate the attendee experience and set you apart from competitors. To ensure a strong ROI, focus on key metrics such as attendee engagement, lead quality, and post-event feedback. Amplify the reach of your efforts by sharing immersive content on
The AI Trap
AI is Magic! (Actually, no) Can artificial intelligence solve the hard problem of finding your next customer for you? We all WANT this to be true, because it would be truly game-changing. In fact, we want it so much that we’re willing to accept “black box” solutions that claim to be able to discern buying intent or ideal customer profile fit. It’s the “black box” part of this you should be wary of. Vendors are naturally reluctant to share proprietary IP, but if they won’t tell you how their algorithm works after you’re under NDA, it’s appropriate to wonder why. Maybe they’ve developed a statistical model that has predictive value for a given dataset. That’s great, but if it doesn’t learn and get better as it encounters new data, it’s just a statistical model dressed up with “AI”. Is your AI a picky eater? Anyone who has tried to apply AI or machine learning to complex, unstructured data can encounter this problem. If your data isn’t clean and in the right format, it will probably fail to return a valid result (or any result at all). Information that points to real buying intent is inherently messy Many systems get around this by simplifying, like ascribing buying intent to simple content consumption. Yes, there is some predictive value here, but it’s pretty weak. Many AI systems, particularly deep learning systems, learn to recognize things in the real world by ingesting huge amounts of training data. Facial recognition is an example of this. There are now AI systems that can learn with far smaller amounts of training data, but it’s still early days. The most compelling applications of AI are those that incorporate human subject matter experts into their process. “Human-in-the-loop” AI is what you should be focusing on. It’s certainly where we see the most near-term promise, and it’s the model we’re using to build our own AI-augmented software platform for sales & marketing intelligence. In the meantime, finding (and more importantly, closing) your next prospect doesn’t actually require AI. It just takes a good researcher who understands how to connect the dots that predict a sales opportunity. We wrote about how one salesperson figured this out in another blog post. You might want to check it out here
Sorry, that’s not Sales Intelligence
Terms like “sales intelligence” and “actionable insights” get tossed around a lot, and frankly, most of it is BS. There are some big, respected data companies claiming that they offer sales intelligence to power account-based sales campaigns. Just query their database and like magic they’ll show you a list of people who have a certain job title in a certain kind of company. They’ll include a lot of “insights” like a feed of articles about the company, scraped LinkedIn profiles, info about their tech stack, and firmographic data. They may even share the unicorn-like holy grail of sales – buying intent. As in, the prospect downloaded 3 white papers on something broadly relevant to what you sell in the past 6 months. Well, I might as well raise my forecast right now with that kind of predictive power. /sarcasm Seriously, it’s not that the data is bad, it’s just data. It’s a collection of stand-alone information that you must parse and interpret to figure out if they are likely to respond to a pitch for your particular IoT application platform. Once you’ve parsed, interpreted and reached defensible conclusions about what all that data means for what you’re trying to sell, we can safely call it “sales intelligence”. A feed of press releases is not intelligence. A categorized list of technologies used by IT is not intelligence. A dump of all open positions at a company is not intelligence. A search result from Sales Navigator of people with “IoT” or “Blockchain” in their titles is not intelligence. However, what if I look deeper and see Press releases by a Global 2000 consumer electronics manufacturer trumpeting an innovation center of excellence focused on improving quality and reducing costs Individuals whose roles are to evaluate vendors even though they don’t have traditional operations or IoT titles. Open positions for manufacturing engineers familiar with Blockchain in support of a current project focused on unified factory wide communications via RFID. A recently opened, highly-automated manufacturing plant which would require predictive maintenance and distributed security. This looks like a real opportunity for my IoT secure analytics platform. THAT is sales intelligence. Sales Intelligence examples for an HRIS vendor Signals: There is no HR practice in the company or dedicated HR leader. Company is struggling with high turnover in each department Focused on mass hiring Has engaged 3 agencies to deliver on recruitment targets. Current employees are complaining of lack of growth opportunities. Hired recruitment manager 2 months back Sales Intelligence: As there’s no internal HR, CEO and COO are spending time and attention on HR issues Needs a consultant to define both a recruiting strategy and an employee engagement strategy Company has clear pain points that can be solved with ATS and employee engagement platforms Vendor should focus on the lack of time and high growth in sales causing the expectations misalignment, so some on-boarding and professional services should be budgeted into the pitch. If your BDRs are producing this level of sales intelligence, congratulations! If they aren’t, they’ll need to be trained and closely mentored to develop the ability to turn signals into sales intelligence. BuyerForesight can produce sales intelligence for you, and format it for upload into your CRM.
