B2B buyers also want an omni-channel experience.  Digital Commerce 360 finds that B2B buyers now use ten or more channels, double the number five years ago.  Two-thirds of the B2B buying process is now done digitally and 75% of buyers prefer a rep-free sales experience.

Foursquare has long offered foot traffic data as a way to measure advertising results.  It’s now going a step further (see what I did there?) to add actual retail purchase information to the analysis.  The new product is called Sales Impact and they describe it, with no apparent intention of wit, as tracing “the full path to purchase.”

Automated marketing platform HCL Unica’s V12.1.10 release presents new AI features including AI-based predictive models. These will identify high-value prospects, products to recommend, next-best-channel for the recommendations and optimized send times. AI will also refine customer segmentation based on multiple data sources.