Humans and machines: name a more iconic duo, we’ll wait. In fact, Robin Bordoli of RollWorks believes that B2B organizations need to embrace the best of humans and machines in order to scale ABM successfully.
“Humans and machines are a lot better than humans or machines,” he said during his session at the 2020 B2B Marketing Exchange. “The combination is far more powerful than either/or.”
For this week’s episode of the B2BMX Podcast, we revisit this session, which was co-presented by Robin and Sam Kuehnle of Blackbaud, who was able to use machine learning to ramp up the company’s ABM efforts.
Key takeaways include:
- An overview of shifting customer expectations and the impact on marketing and sales programs;
- Examples of how companies are leveraging machine learning to scale programs; and
- Steps you can take today to start scaling your account-based programs.