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Personal Customer

Business Buyers are People Too

Dec 2016/in , , , /by

Finalizing your 2017 B2B Marketing strategy? Make sure you check in on what your B2C colleagues are doing too. In the annual “State of the Connected Customer” report for 2016 by Salesforce Research, surveyed marketers identified getting smart about personalization as a top requirement for meeting their marketing expectations in 2017.

Personalizing consumer messages has become the status quo for most B2C marketers. I have nearly a dozen emails sitting in my inbox, from this weekend alone, recommending cosmetics for my personal skin type and mobile apps for my personal habits. However, personalized messages aren’t just for B2C. Even for B2B, buyers increasingly voice that they want to be treated like humans, not numbers.

Forbes predicts that in 2017, B2B marketing focuses will include:

  • Data management and analytics
  • Personalized message creation and delivery

The two trends aren’t so separated. The answer to humanizing B2B messages with personalization can actually be found in those new data and analytic technologies. In the coming year, personalized experiences for business buyers will emanate from multiple channels including deployment of digital content, social interaction, and user communities.

The 2016 “State of Marketing” report by Salesforce Research shows over half of marketing leaders worldwide are set to increase spending on marketing tools and technology over the next couple years. The investments are driven directly by customer demand. For example,

70% statistic

Image: “State of the Connected Customer” Salesforce Research

For a tangible representation of this statistic, consider the possibilities of personalized, B2B marketing.

Targeted Messages and Target Markets
Your internal data reveals businesses are more likely to invest in your consulting services within a quarter of a new COO coming in. Using external data analysis of executive movements, you can deliver personalized messages to your target customers, automatically and effectively.

Engagement and Relationships
Your hospitality special events team is looking for opportunity indications around a prospect such as new industry conferences or changes in marketing spending. Events are automatically discovered, enabling your personalized messages to potential buyers that encourage your hospitality services over those of your competition.

With in-depth data and analytics becoming increasingly available, effective and personalized B2B marketing has become possible. It’s time to see your business buyers as more than just businesses.

Ventana-Research-Award

FirstRain wins Ventana Research Marketing Excellence Award!

Nov 2015/in /by

Big congratulations to our FirstRain product and data science team, for winning the Ventana Research “Marketing Excellence Award” for 2015!  Driven by our recent Orion release, FirstRain was distinguished as a groundbreaker in Marketing Strategy and as an Essential Tool for Marketing Success by Ventana Research.

The annual Ventana Research 2015 Technology Innovation Awards recognizes companies and technologies that are continuing to innovate and utilize expertise to interact with customers and we are proud to be one of the recognized leaders amongst these!

The FirstRain platform is an analytics platform that empowers enterprise customers to deliver business-critical and actionable insights to departments, teams and individuals. Mark Smith, CEO and chief research officer at Ventana Research affirms, “Marketing needs up to date information as it assesses the market and takes action, and FirstRain’s platform exemplifies our idea of an essential tool for marketing success, through FirstRain, enterprises and especially marketing organizations are not only able to learn more about the marketplace, but they are also able to gain insights leveraging big data analytics for highly personalized, relevant and timely information for sales and marketing teams.”

FirstRain dramatically increases strategic insight by adding new families of business analytics and the ability to integrate and analyze internal company data with Web and social data.

“Ventana’s Operational Innovation Award for Marketing Excellence is a testament to the powerful business insights that we provide our customers through the FirstRain platform,” said Penny Herscher, president and CEO of FirstRain. “With FirstRain, marketers can unlock the value of internal company data with Web and social for disruptive analytics that drive smart business decisions.”

For more information on the award please read the full press release and visit the Ventana Research Innovation Awards site.

What to learn more? Please contact us for a demo!

Ventana-Research-Award-Picture

Introducing Orion

New FirstRain Orion Architecture Release Shakes Up the Business World

Jul 2015/in , , /by

The wait is over. The FirstRain Orion release is causing quite an impactful stir in the world of technology. Orion, released on June 17th, is the world’s first analytics platform that brings together external and internal unstructured data to coach teams and professionals on key business developments that affect their go-to marketing strategy, business relationships, and investments.

Recognition for this universal architecture is coming from every angle, including senior executives from Racepoint and top 10 global pharma company who highlight “smooth integrations” and “increased productivity” driven by FirstRain solutions. The primary topics of discussion displayed Orion’s ability to elevate the delivery of information by:

  • Introducing new families of business analytics, such as marketing campaign enrichment, diverse fact extraction, opportunity and business risk triggers and financial risk analytics to create rich and concise real-time business insights, and enable executives, sales, marketing and finance professionals to make higher quality decisions.
  • Using a modern, dynamic and adaptive architecture that builds high precision business data analytics from a broad spectrum of content, delivered together into one user experience.
  • Easily integrating into the client’s business workflows and existing platforms through each step of the revenue process – whether building go-to-market strategy, creating smart context-aware lead generation campaigns, discovering and developing new sales opportunities, or identifying business risks.
  • Automatically personalizing and configuring the insights for each user, team or for enterprise-wide initiatives.
  • Being fully mobile native and responsive to create a powerful, compelling information experience on smartphones or tablets.
  • Incorporating both external unstructured data, from the global web and social media, with internally created unstructured business data.
  • Rapidly deploying through Web service APIs to increase both internal user engagement and the customer value delivered through commercial solutions.

“We are delighted to bring the new FirstRain Orion architecture to our Fortune 1000 enterprise customers,” said Penny Herscher, FirstRain president and CEO. “The seamless integration of critical and personalized customer and market insights into their enterprise-wide solutions and mobile-first initiatives will help them grow revenue by dramatically improving the speed and quality of the employee’s daily business decisions.”

Review some of the articles covering the FirstRain Orion:

New analytics platform from FirstRain

FirstRain Extends Analytics Reach to include Internal Data Sources

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