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Sales and Marketing

How Is External Data Used in the Sales and Marketing Use Case?

Artificial intelligence improves many different aspects of the sales and marketing field: lead generation, lead closing, customer segmentation, targeted marketing, and so on.


Increased personalization has greatly impacted the marketing field. For example, marketing teams use demographic and social media data to create remarketing campaigns, score leads, create customer segments and personas, and more.

Machine learning models also use language and personality analytics for speech recognition and chatbots which provide customers a comfortable and personalized experience.


Sales teams stay relevant and proactively target leads with the collection and interpretation of different types of marketing data. They can build brand awareness, test messaging and offers, and stay in contact with customers with external marketing data.

AI models use contact data, intent data, firmographic data, and account data for B2B marketing. Intent data analyzes ad clicks, search topics, social media activity, and account activity to assess leads and target potential customers. Firmographic data classifies a company’s characteristics. Account data classifies companies by size, funding, etc. in anticipation of selling to them.

How are Machine Learning Models Used in Sales and Marketing?

Not enough sales representatives or marketers exist to create a personalized experience for each customer. However, machine learning models fill in the gap. ML models create personas, segment target audiences, and match marketing campaigns to specific personas or audiences. They can even plan personal promotional content.

AI can also help sales and marketing teams keep their campaigns cost-effective. In essence, the models prioritize the time and resources spent on leads and marketing campaigns by taking contextual content, personalization, sales forecasting, and marketing automation data (including cross-channel marketing campaigns and lead scoring) to new levels of accuracy and speed.

In addition, companies use machine learning models successfully to reduce customer churn, define risk models, and lengthen customer lifetime value. These models continually improve real-time personalized and optimized advertisements and lead generation, shortening sales cycles as a result.

Finally, AI machine learning models affect price optimization by scaling prices beyond limited inventory industries to encompass product and services pricing scenarios. In short, they determine the best prices by analyzing customer segment, sales period, and product data in minutes.

Which Companies Lead the Way in Building Advanced Analytics and Machine Learning Products in this Field?

Qymatix provides predictive sales analytics and solutions, including predictive customer churn, pricing analytics, and lead scoring.
Amplero is an AI marketing platform that analyzes different marketing methods and chooses the one best fitted for a certain company or product.
XANT provides software for sales acceleration.

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Stirista Political Data

by stirista

Stirista offers data that politicians and advisors can use to reach out to constituents and donors. Stirista has (so far) 150 million registered voter details sorted into 360 data points, including donation history. With this contact, demographic, web, and behavioral information, Stirista Political Data enables targeted advertising and outreach.

Stirista can also provide historical campaign data at all levels to help politicians plan effective political strategies.

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Exante Global Flow Analytics

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Exante Global Flow Analytics supports alpha generation and risk management by extracting comprehensive price signals from detailed capital flow analysis. Exante complements hard data and raw model outputs with timely, narrative-based content, focusing on key global thematics and risk scenarios. Additionally, Exante maintains dialogues with their clients, providing bespoke coverage and service.

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Acxiom Infobase

by Acxiom Data vendor review

Acxiom Infobase provides customer insight data for targeted marketing campaigns in a wide variety of industries

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