PRNewswire has reported the announcement of Salesforce Einstein, at Dreamforce, has focused marketers’ attention on artificial intelligence (AI) and its ability to interpret complex data and act on it. For business-to-business (B2B) marketers, the success or failure of AI rests on its ability to provide measurable increases in business metrics, like lead volume, lead conversion, sales acceleration and pipeline.

The core capabilities of AI already exist for B2B marketers, with predictive analytics and data management by Leadspace. Predictive analytics is the backbone of AI’s ability to find new leads, identify decision makers inside target accounts to enable account-based marketing (ABM) and provide scoring and segmentation for more effective marketing automation campaigns.

“When marketers talk about artificial intelligence for B2B, they usually mean the ability to automate the process of finding, scoring and segmenting the best leads to reach the right decision makers,” said Jason Seeba, Head of Marketing for BloomReach. “That’s exactly what we’ve been doing at BloomReach for three years with Leadspace.”

“Bad data is the Achilles heel of AI,” said Bewsher. “AI is only as good as the data available to it. Marketers who want to get the full benefit of AI need to address their data problems first, or they’ll see the same diminishing returns as with traditional marketing automation.”

Read more at PRNewswire.