It’s no secret that B2B buyer preferences have shifted towards a buyer-centric digital approach in recent years. To adhere to customer desires, B2B organizations have prioritized areas such as hyper-automation and digital-first engagement. Additionally, there’s been a shift towards data-driven selling and the merging of sales processes, applications, data, and analytics into a single operational approach. To deliver on these various capabilities, B2B leaders have turned to emerging tech. While a tech-enabled stack is an obvious need in today's competitive B2B landscape, challenges still remain. B2B leaders often face difficulty in sourcing solutions in overly crowded landscapes, managing their loaded tech stacks while striving for unity, and even tracking key metrics across their revenue teams. B2B organizations are already playing a game of catch-up and despite efforts to alleviate problems with the right option in tech, they’ve run into more issues.
The need for sophisticated tech stacks isn’t going anywhere, so for B2B leaders, the focus instead should be on solutions that allow them to execute a single operational approach and deliver exceptional experiences to customers. The ideal solution is an all-in-one tool that features advanced connectors and plug-ins, of which embed directly into workflows and unify the entire stack. In the following, we’ll cover where the focus of B2B leaders should be and how they can unify their tech stacks and create intelligent orchestration.
The Problems at Hand
For B2B leaders, sourcing new tech stack tools can be a massive headache. Vendors have saturated the marketplace with numerous solutions and technologies, making it incredibly challenging for leaders to determine not just the right vendor, but the right solution. Even so, the real challenge for leaders lies in managing their now crowded tech stacks. For revenue teams to operate effectively in today’s age, many different tools are needed, whether it be for digital marketing, sales development, data analytics, revenue operations, and so on.
The issue, however, is these many different tools create fragmentation and complexity. Friction emerges not just between teams, but within teams and processes as employees must navigate the complexity of utilizing different tools throughout their busy workflows. Crowded tech stacks can even make it harder to track key metrics like marketing attribution to revenue, as there's an overload of data across tools to be retrieved and pieced together.
The disjointed approach from an overcrowded tech stack causes significant problems when it comes to the experiences delivered to customers.B2B buyers today expect easy, informed, and personalized digital experiences. To deliver on such a customer journey, revenue teams must be unified and fully symbiotic, otherwise, customers will feel the fragmentation and fail to receive a personalized experience that anticipates and delivers on their needs at the right moment. With that being said, let’s explore what the ideal solution might look like.
The Optimal Approach for B2B Leaders
In a Gartner report exploring what the B2B sales landscape will look like in 2025, a model for the future of sales was outlined. Keep in mind, when we speak of a model in this sense, we mean one that applies to the entire revenue team or anyone involved in delivering the buyer experience. The idea of this model involves fully transitioning to a buyer-centric orientation through an organization’s people, processes, and technology. Three key capabilities are required: hyper-automation, digital scalability, and artificial intelligence, as seen below.
Hyper-automation refers to a supporting set of tools that automate business processes at an advanced level. With digital scalability, they mean tools that’ll help sellers become digital-first and transform typical practices. The goal is to increase digital processes to effectively operate in the space customers prefer to prospect and buy-in. Lastly, there’s artificial intelligence, which in this case, refers to shifting decision-making to an automated, algorithm-based process. AI can help align processes, channels, and capabilities around the customer. AI is also a great manager and disseminator of data, which is more abundant and important than ever.
At the end of the day, however, we’re left with the need for a centerpiece here, the glue that holds this whole model together. That glue, the future of sales, is a solution that features connectors and plug-ins that brings together the entire tech stack to create a single operational approach. An advanced system with connectors and plug-ins can unify people, processes, and technology to deliver seamless and personalized customer experiences.
With that being said, we’d like to introduce you to Aptivio, the all-in-one buyer intent AI system built for the future of sales. Our platform is centered around the empowerment and cohesiveness of the revenue team, and leverages buyer intent and AI to deliver the most comprehensive system on market.
Aptivio as the Future of B2B Sales
The Gartner graphic shown above is indicative of Aptivio’s product. Each of the three key capabilities outlined represents essential elements of our offering. With hyper-automation, we help organizations automate the mundane tasks that often produce little results, particularly with prospecting. Aptivio’s buyer intent data spans across all buyer stages, and buyer intent signals are produced through a continuous cycle that determines lead fit, access, demand, timing, engagement, and risk. Our 150+ signals are driven by our AI-powered buyer intent data coverage that monitors external data points in real-time. From the digital scalability perspective, this relates mostly to the AI nature of our product that makes it easier for users to execute digital-first initiatives. Our buyer intent data and signals are also used to produce real-time action card recommendations, making it easier for users to follow through on digital-first engagement. Lastly, we are, of course, a buyer intent AI system. Our product is particularly unique and disruptive in the buyer intent space, which has struggled to combine buyer intent data with AI technology.
But as we mentioned before, the future of sales lies in the ability to execute a single operational approach, which is where connectors and plug-ins come in. Let’s take a deeper dive into how Aptivio leverages these to create intelligent orchestration.
Intelligent Orchestration Through Aptivio
At Aptivio, we accelerate change management and don’t compete with your existing infrastructure. Our platform provides instant time-to-value as we’ll deliver sales-qualified leads in just 48 hours with buyer intent signals tailored to your go-to-market playbook. Aptivio also understands the importance of user adoption, an area most tech vendors struggle with. In our QuickStart onboarding process, our CS team will work diligently with various members of your revenue team to ensure complete usability, understanding of our product, and cover any other questions or concerns your team might have.
Aptivio is easily pluggable into existing tech stacks. We leverage connectors so B2B teams can create intelligent workflows. For example, you can automatically send data like our buyer intent signals or interested buyers our platform has found from Aptivio to any tool your team is already using. On the other hand, we can use engagement data you’ve generated in other tools from digital advertising, marketing emails, call campaigns, etc. to feed signals in our Aptivio Market Monitor. Our platform creates an intelligent workflow of data and processes across your entire revenue team that ultimately fosters unity, boosts the effectiveness of the entire stack, drives actionability and continuous learning, and makes it easier to track key metrics. In the graphic below, you’ll see a more visual representation for how Aptivio creates intelligent orchestration.
The Aptivio product has many connectors that are available for use on-demand, such as the examples you will see below. We also have the capability to build custom connectors in just about a week’s time. Here are some examples of connectors we use for various functions:
One of the biggest value drivers of our connectors and plug-ins is that they boost existing tech stacks. Aptivio is not just another tool to add on top of the clustered stack, we specifically designed our product to avoid this repeated problem and easily integrate it into the existing stack. The cycle of intelligent workflows, mentioned above, that our connectors enable produces a frictionless user experience. As our connectors plug into existing workflowsand boost utilization, continuous learning is facilitated through our AI system that grows smarter with increased usage. Lastly, our AI platform notably improves stack performance with its ability to generate and handle data. Aptivio can enrich and supplement existing data sets, as well as use, said data to fuel its system and draw greater insights.
As discussed before, a single operational approach is essential to reach and convert B2B customers today. The Aptivio product, though its daily users are often sellers and marketers, is built for the entire revenue team. We provide complete orchestration at all levels of the tech stack to optimize the actions and functions of your revenue team. Our product uses connectors to serve as a unifying source for B2B revenue teams as we merge the various tools used by different teams to an enable a cohesive approach.
In the graphic above, you can see how our buyer intent data, signals, action cards, and contextual plug-ins all come together. Through integration into existing workflows, Aptivio can deliver real-time action recommendations. Any sophisticated AI or buyer intent system should be able to generate “actionable” insights, however, for recommendations or insights to be truly actionable, it’s essential to be plugged into the workflow of end-users. Most vendors fall short in this regard, as they don’t utilize a developed network of connectors and therefore aren’t plugged into the flow of end-users. The result is insights that, despite their relevance, aren’t delivered at the right time or therefore, aren’t actionable. That’s where Aptivio’s connectors are so vital, especially combined with our extensive buyer intent data coverage and signals that are fueled by an AI system that produces insights instantaneously.
Lastly, as our connectors bring revenue team functions together, leaders will find it easier to track performance and key metrics. For example, marketers constantly struggle to prove actions that led to conversion. But with Aptivio, there’s a full narrative of activity and engagement with each prospect across all connected tools. Say a marketer executed a successful LinkedIn outreach to a prospect, then by way of our connectors, the activity would be attached to the buyer narrative along with any other notable engagement. Aptivio can serve as a kind of one-stop-shop for engagement, lead nurturing, and conversion activity while also helping to improve on each front.
If you’re interested in learning more about how Aptivio creates intelligent orchestration, take a look at our product page, or if you’d like to start seeing us in action, sign-up free today.