When it comes to B2B sales, it is all about consultative selling for which understanding the customer is paramount. It is all about understanding where a prospect is in their buying cycle and enabling their experience across the touch points. More importantly, you need to identify the prospects that are sales-ready, the ones that need to be nurtured.

Artificial intelligence (AI) enables marketers and sales professionals by giving them 360° view of the customer and helps them dynamically adjust their approach accordingly.

Top performing marketing and sales organizations are relying on artificial intelligence to segment their customers and prospects. The segment they fall into is determined by the buying signals they exhibit and how much of a fit they are for your service offerings.