Digital Marketing in Sales

AI is rewriting one of banks’ most fundamental assumptions: customer loyalty — and with it their entire value creation model. For decades, banks treated loyalty as a product-driven outcome: • Measured by cross-sell ratios and account counts, under the unchallenged assumption that product quantity equals loyalty depth. • What no one asked was what lay beneath — how often those products were used, how central the bank truly was to a customer’s financial life, and how much value each relationship created. 𝗔𝗜 𝗶𝘀 𝘁𝘂𝗿𝗻𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗶𝗻𝘀𝗶𝗱𝗲 𝗼𝘂𝘁: • It amplifies a shift already underway — from products to experiences — but one banks had mostly failed to embrace. • It turns customer relationships into continuous engagement. AI allows banks to move beyond static account ownership toward an ongoing, data-driven dialogue — where every interaction updates understanding and deepens relevance over time. • Growth no longer runs on campaigns but on intelligence. AI turns static marketing into a self-learning loop — where goals, propositions, and interactions evolve in real time as every customer action feeds new insight and response. 𝗕𝘂𝘁 𝗵𝗼𝘄 𝗰𝗮𝗻 𝗯𝗮𝗻𝗸𝘀 𝗺𝗮𝗸𝗲 𝘁𝗵𝗶𝘀 𝘀𝗵𝗶𝗳𝘁? As loyalty becomes dynamic, banks need platforms that connect intelligence and experience in real time — systems that don’t just analyse behaviour but act instantly. One of the best examples of how to actually do this is what Backbase showcased at its recent Engage Europe flagship event in London. Two things stand out: 𝗙𝗿𝗼𝗺 𝗳𝘂𝗻𝗻𝗲𝗹𝘀 𝘁𝗼 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: • Unified growth loop: Backbase connects data and engagement across acquisition, activation, expansion, and retention — making every interaction feed the next. Example: a new card activation triggers a personalised onboarding journey. • Data-driven expansion: AI identifies when customers are ready for deeper engagement — such as suggesting a savings goal when deposits rise. • Predictive retention: Early signs of inactivity, like fewer app logins, prompt timely action before churn. • Actionable visibility: A single dashboard ties engagement to ROI, revealing which actions truly drive lifetime value. 𝗙𝗿𝗼𝗺 𝗼𝗿𝗰𝗵𝗲𝘀𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝘁𝗼 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀: • Backbase’s AI Orchestrator links customer data, product logic, and engagement channels into one adaptive system that learns and responds in real time. • When a customer’s spending shifts — for example, higher grocery and fuel payments and a consistently high balance before payday — the Orchestrator detects and responds instantly, prompting a personalised savings plan and cashback card offer, delivered seamlessly in-app. • Over time, engagement deepens, deposits and card usage rise, and churn risk falls — showing that with the right systems, loyalty becomes measurable and manageable. Opinions: my own, Graphic source: Backbase   𝐒𝐮𝐛𝐬𝐜𝐫𝐢𝐛𝐞 𝐭𝐨 𝐦𝐲 𝐧𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫: https://lnkd.in/dkqhnxdg

You don’t need to attend awkward networking events to build connections. Here are 10 ways to network online (from your couch) to land your dream job, mentorship or just to stay in touch: 1. Start with warm calls, not cold DMs Reaching out to strangers is intimidating. So, begin with people you already admire or respect: past colleagues, old classmates, mentors, or anyone you’ve gotten value from. Reach out, share your goals, ask for advice, or simply reconnect. — 2. Build (or join) a 3-6 person mastermind Invite people you admire to check in monthly or quarterly. Ask 3 simple questions in each meeting: • What’s your biggest win? • What’s your biggest challenge? • How can we help each other? This becomes your personal board of advisors, and their networks become yours, too. — 3. Make intros within your own network Instead of always trying to add new people, try connecting two people you already know. It builds goodwill, and often sparks reciprocity. Some of my best opportunities came from introductions I made first. — 4. Be the tortoise, not the hare Strong networks aren’t built in a week. They come from consistency, trust, and staying top of mind. Check in. Celebrate small wins. Be helpful, even without asking for anything.  — 5. Send snail mail Want to stand out in a sea of LinkedIn messages? Send a handwritten card or even a fun comic with a note. The person will always remember your “extra” effort. — 6. Elevate the interaction • Only chatted with someone online? Try a call. • Had a few calls? Try a Zoom meeting. • Know them over Zoom? Meet up in person. Each upgrade strengthens the connection. — 7. Pick one platform to dominate Instead of being everywhere, go deep somewhere. For example, if it’s LinkedIn: • Endorse people • Write thoughtful comments • Share niche insights your network actually values   This depth pays off more than shallow visibility. — 8. Curate, don’t just connect Curate the best insights, tools, or articles in your niche, and share them regularly. You’ll become a trusted source people keep coming back or referring to. — 9. Do something fun together Shared activities build bonds. This could be as simple as playing a game, joining a sweepstakes, or co-hosting a webinar.  People remember who made them feel something. — 10. Swipe right (yes, really) Apps like Shapr or Invitly are designed for warm outreach — you match with people who want to meet others. It’s cold networking without the awkwardness. Networking isn’t about pitching. It’s about planting seeds. Start with one person. Reach out. Reconnect.  Then keep showing up, helping others, and making connections that count.

Applying online is one of the slowest ways to land a job, so try this instead: Digital Proximity. This means being virtually near people at companies you want to work for and getting to know them. It's about building genuine connections in the digital space where these professionals spend their time. Here's how to leverage Digital Proximity: 🍊 Identify your target companies and the key people within them. 🍊 Research which online platforms these individuals frequent - whether it's LinkedIn, Slack, Discord, industry forums, or niche Facebook groups. 🍊 Engage meaningfully with them. Ask questions, share insights, and contribute to discussions. 🍊 Gradually build authentic relationships through thoughtful interactions and direct messages. Your next job is more likely to come through a person than a database. So by focusing on building relationships, you're not just seeking a job - you're creating a network that can propel your entire career forward. This approach requires more creativity and initiative than traditional job hunting, but is faster. You'll gain industry insights, expand your professional network, and position yourself for opportunities that may never be publicly advertised. And if you're ready to land more job offers your job search, I've created a free Job Shopping class that dives deeper into this strategy and other innovative job-seeking techniques. You'll find the link in the comments below! Have you ever used this type of strategy before? #Networking #JobSearch #CareerTips #Inspiration

Did you know LinkedIn Event Ads now dynamically change before, during, and after your event? This update extends the life of your content, keeping your audience engaged at every stage. These updates are incredibly useful for marketers looking to make the most of their events, but they’re still flying under the radar for most people. 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Event Ads are a unique ad format that helps brands drive engagement and attendance for virtual, hybrid, or in-person events. They appear directly in users’ feeds, making it easy to reach your target audience where they’re already active. 𝗪𝗵𝘆 𝗨𝘀𝗲 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? Here are some key benefits: • High Visibility: Event Ads are placed directly in the LinkedIn feed, catching the eye of professionals. • Increased Registrations: Target the right people to maximise event attendance. • Real-Time Engagement: Engage with attendees and build relationships before, during, and after your event. 𝗪𝗵𝗮𝘁 𝗖𝗮𝗻 𝗬𝗼𝘂 𝗗𝗼 𝘄𝗶𝘁𝗵 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀? 1. Promote webinars, conferences, and workshops. 2. Target audiences by industry, job title, and more. 3. Please make sure to customise your messaging to resonate with specific groups. 𝗧𝘄𝗼 𝗤𝘂𝗶𝗰𝗸 𝗧𝗶𝗽𝘀 𝗳𝗼𝗿 𝗠𝗮𝘅𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗘𝘃𝗲𝗻𝘁 𝗔𝗱𝘀: 1. Start Early: Launch your Event Ads 3-4 weeks in advance to allow for testing and optimisation. Early promotion builds anticipation and boosts attendance. 2. Retarget Attendees Post-Event: Create retargeting audiences based on engagement to keep the conversation going, even after your event ends. Leverage these enhancements to get the most out of your LinkedIn events! #LinkedInEventAds #DigitalMarketing #EventMarketing #AudienceEngagement #B2BMarketing #CertifiedMarketingExpert

As an employer branding consultant, I've collaborated on over 300 virtual internship program info sessions hosted by early career recruiting teams. Here's what stood out from the top performing events and what I recommend: 1. Audience Engagement Students already have to sit in hour long lectures, they don't want to do the same at your information sessions. Switch things up by asking questions in the chat throughout the session or having a live Q&A. 2. Clear call-to-action That can look like: →  Sharing a link to a resume drop/your talent community sign up page so they can submit interest → Collecting emails to send a post event email with more resources/information about your programs and how to apply →  Providing an unique application link that tracks that they applied after attending your event →  Sharing a link to your early careers page if your roles are currently live so they can apply 3. Early talent employee panels Attendees want to hear from your past interns and entry level employees about what life is like at your company. They trust that they're going to be honest/keep it real with them, can see themselves in their shoes, and it's someone they can reach out to post-event for more insights on how to apply. I've listened in on a few of these and employees always give the best application advice that you can't find online! Who better to attract Gen Z than Gen Z? 😉 Pro-tip You can repurpose the testimonials shared by the panelists into content for your social channels, quotes to include on your early career website, etc. 🔥 One of my formulas for a ✨ perfect ✨ virtual information sessions: 15 mins of a company/program overview hosted by the recruiters + 20 min employee panel + 10-15 for live audience Q&A/answering questions submitted from the event RSVP form 👀 Students, what do you wish to see more of at virtual information sessions for early career programs you're interested in? #earlycareerrecruiting #infosessions #earlycareer #internships #employerbranding

Let’s be clear, when it comes to business success, one truth stands tall: Your network is your net worth. But you and I both know, networking is no longer about collecting business cards at events or sending cold messages on LinkedIn. It’s about leveraging the right platforms and opportunities that put you in front of the right people—consistently and impactfully. And that’s where the power of strategic networking comes in. Because Visibility is Not Just About Being Seen—It’s About Being Remembered. Let's say, you might be an expert in your field, have years of experience, and offer incredible value, but if people don’t see you, hear you, and experience what you bring to the table, you’re the best-kept secret in your industry. So, how do you make sure you’re not just another name in the crowd? The key…leveraging the right networks, BUT where are they? In a world that has changed and is changing, constantly, traditional networking events, while still valuable, are no longer the only way to build relationships that lead to business growth. My discovery of Virtual Expos, which I’ve experienced as living, breathing networking and expertise presenting spaces where you’re not just showing up for an hour, or a day, but where you are creating an ongoing presence—available 24/7 for the right people to see and connect with you. Think of it in this way: Instead of hoping someone remembers you from a fleeting networking or speaking event, your expo booth offers deeper levels of connection, building familiarity and trust. Instead of spending time and money traveling to conferences, you can connect globally without leaving your office. Instead of one-time interactions, the expo creates multiple touchpoints—people see your videos, book calls, attend your live presentations, and keep engaging with you. So, for example, let’s say you’re a Nutrition Expert and you’re looking for more recognition in new ways. You’re helping women balance their hormones and feel their best, here’s how you’d leverage the expo platform: - Host an interactive workshop on “How to Eat for Energy & Hormonal Balance." - Offer a free assessment where visitors get personalized tips. - Display downloadable PDF’s and success stories inside your booth. - Use live networking sessions to connect with potential clients or partners—other exhibitors and they may not even be within your industry. So, you see, traditional networking is like throwing a business card into a room full of people, hoping it lands in the right hands. While being and exhibitor at a Virtual Expo is like setting up a powerful, interactive business hub that does the heavy lifting for you and you’re part of a network of high-value connections. If this resonates and you’d like to explore if there’s a seat at the table of my May Virtual Expo, DM me today and we’ll check how you can leverage this opportunity. …and if you’ve not attended a virtual expo yet, what questions do you have, now that you read my post?

💼 Applying online isn’t enough anymore. 💼 In today’s competitive job market, most roles are posted on job boards, but that’s where the challenge begins. With hundreds of applicants for every position, relying solely on online applications can feel like shouting into the void. To stand out, you need to go beyond “Apply Now” and tap into hidden opportunities through networking and relationship-building. Here’s how: 1️⃣ Connect with Decision-Makers Find hiring managers or team leaders at your target companies and reach out directly. A thoughtful, personalized message can make you stand out from the crowd. 👉 Example Message: “Hi [Name], I admire the innovative work your team is doing in [specific area]. As a [your profession], I’m passionate about [related topic] and would love to learn more about how your team approaches [specific challenge]. Would you be open to a quick chat?” 2️⃣ Activate Your Inner Circle Your current network might already hold valuable connections to your dream job. Reach out to former colleagues, friends, or even alumni, and share your career goals clearly. 👉 Example: “Hi [Name], I’m currently exploring new opportunities in [industry/role]. I’m particularly interested in companies like [Company A, B, or C]. Do you happen to know anyone there or have advice on how to approach them?” 3️⃣ Engage Authentically on LinkedIn Recruiters and hiring managers notice profiles that engage thoughtfully. Comment on posts from leaders in your target companies to stay visible and position yourself as an insightful professional. 👉 Example Comment: “This perspective on [topic] is so interesting. I’ve faced similar challenges in [specific role] and would love to hear more about how your team tackles this!” 4️⃣ Seek Informational Interviews These conversations are a low-pressure way to learn about opportunities while showcasing your expertise. They often lead to referrals or insider knowledge about upcoming roles. 👉 Example Question to Ask: “What skills or qualities do you value most in your team members? What advice would you give someone looking to contribute to a company like yours?” 💡 Final Thought: The majority of jobs are posted online, but with so much competition, it’s not enough to just hit “apply.” By being proactive, building relationships, and engaging meaningfully, you’ll uncover opportunities that others miss—and get a step ahead in the race. What’s your favourite way to stand out in a competitive job market? Share your tips below! 💬👇 #JobSearch #NetworkingTips #CareerSuccess #HiddenJobMarket #ProfessionalConnections

For years, true personalization felt like a dream—too complex, too data-heavy. But in 2025, that’s changing. ➝ Customer Data Platforms (CDPs) now identify unknown visitors, segment audiences, and enhance targeting. ➝ GenAI takes it further—crafting personalized emails, product recommendations, and even customized webpages at scale. ➝ In e-commerce, this means hyper-relevant shopping experiences—personalized landing pages, AI-driven chat support, and product suggestions tailored to each visitor’s behavior. Retail and e-commerce brands can now create a "segment of one"—offering unique experiences instead of generic campaigns. The result? Higher engagement, better conversions, and stronger customer loyalty. The challenge? Implementation. Integrating CDPs and GenAI requires the right strategy. But those who do will gain a massive competitive edge. [Insights from Coresight Research] Are you ready for the future of personalized commerce? Let’s discuss! #shopify

D2C brands in India are spending upwards of ₹2000 to acquire a single customer, yet most struggle to generate a second purchase. Despite heavy investments in acquisition channels, these brands face a fundamental challenge: They don't have effective systems to drive repeat purchases. The data shows that over 70% of customers make just one purchase and never return. The problem isn't just about acquisition costs—it's about not leveraging customer data and engagement tools effectively. Most D2C brands collect valuable customer information but fail to use it for personalized communication, product recommendations, or targeted offers. Modern customer engagement platforms offer solutions through features like behavior tracking, journey mapping, and automated campaigns. These tools can identify purchase patterns, predict customer churn, and trigger relevant communications at the right moment. The key is shifting focus from pure acquisition to building systematic engagement workflows. Brands need to implement tools that can segment customers based on their behavior, automate personalized communications, and measure interaction impact. Those who adapt quickly will see significantly better unit economics.

Predict, Personalize & Perform : From Leads to Loyalty Let’s be honest—customer lifecycle marketing (CLM) in B2B used to be a fancy word for “email nurture” and “CRM segmentation. But today, with AI, machine learning, and predictive data models, CLM is becoming something much more powerful: ➡️ A living, learning ecosystem that adapts to each buyer journey in real time. Here’s how we’re seeing AI and ML revolutionize CLM in B2B: 🔍 1. Predictive Journey Mapping Machine learning algorithms are helping identify where an account or contact actually is in the funnel—not just where your CRM says they are. ✅ No more generic MQL > SQL flows ✅ Dynamic scoring based on behavior, content engagement, and intent signals ✅ Real-time stage shifts based on predictive fit and readiness — 📈 2. Hyper-Personalized Nurturing (at Scale) AI models now create content clusters matched to personas, industries, and even buying committee behavior. 🎯 Email sequences, LinkedIn ads, and landing pages are personalized based on: Buyer role Past touchpoints Predicted product interest ICP match + firmographic data It’s not just segmentation—it’s micro-personalization powered by behavioral AI. — 🔁 3. Intelligent Retargeting & Re-Engagement Using ML-powered intent data and anomaly detection, you can now: Spot churn risks before they happen Trigger re-engagement sequences based on drop-off patterns Retarget accounts that show subtle buying signals across web, search, and social Retention is no longer reactive. It's predictive. — 📊 4. Revenue Forecasting + Attribution Modeling Thanks to data science, we can model: Which touchpoints actually move pipeline Which leads are likely to convert within a time window How to attribute revenue across full-funnel programs—not just the last touch This gives marketing the credibility and confidence we’ve needed for years. — 💡 The CLM Stack of a Modern B2B Org Should Include: ✔️ Customer Data Platform (CDP) ✔️ AI-powered segmentation + scoring ✔️ Predictive content engines (LLMs + RAG) ✔️ Lifecycle orchestration tools (e.g. Ortto, HubSpot, Marketo w/ ML layers) ✔️ Analytics + BI layer for optimization 🧠 Final Thought: In 2025, CLM isn’t just “marketing automation” with better templates. It’s about building an AI-powered engine that understands, anticipates, and activates each step of the buyer journey. You don’t need more content. You need smarter orchestration. 💬 Curious to hear from other B2B leaders: How are you bringing AI into your lifecycle marketing stack?