A study carried out by SiriusDecisions reports that 92 percent of participating B2B companies said ABM is “extremely important” or “very important” to their overall marketing efforts. But this is absolutely an uphill task without integrating data science. Data has been likened to the world’s new oil, though with some reservations here and there. A few years back, marketers did not see the need and did not have the necessary resources to embark on specialized means of reaching out to potential customers and businesses broadcast the same message to every single customer. With the world becoming a “global village” marketers have, however, being able to gain access to a wealth of individual consumer data and insights, making it easier to personalize their efforts for maximum effectiveness. According to the Economist, these titans—Alphabet (Google’s parent company), Amazon, Apple, Facebook, and Microsoft—look unstoppable. They are the five most valuable listed firms in the world. Their profits are surging: they collectively racked up over $25bn in net profit in the first quarter of 2017. Amazon captures half of all dollars spent online in America. Google and Facebook accounted for almost all the revenue growth in digital advertising in America last year. These “titans”…
