👉 Your data is sitting on gold!

Let’s Get Down to Business

From the founders 👉 Your historical data is a hidden treasure. Most B2B leaders don’t realize that AI can dig deep into past customer behavior and predict future trends with stunning accuracy.

By analyzing this data, you can pinpoint exactly when your customers are most likely to convert. For example, you can discover seasonal trends or the best time of day for outreach.

Once you know this, you can automate campaigns to hit at the perfect moment, maximizing engagement and driving higher conversions with less effort.

Here’s what’s on the table today:

📰 Market Pulse → From H&M’s e-commerce growth to fraud management insights from WEX, we’ve pulled together the critical updates for you.

🔥 AI in Action → We break down how Google Analytics and ActiveCampaign work together to analyze historical data and forecast trends, making your marketing smarter.

🛠️ Tool Spotlight → Ready to boost B2B growth? We’ve got the latest AI tools, from personalized content to process mining, to help your team stay ahead.

In The Spotlight

MARKET PULSE

• H&M said ecommerce accounted for 30% of its sales in its third-quarter earnings results. (source)
  

• Costco Wholesale Corp.’s comparable sales rose 5.4% year over year in Q4, with ecommerce showing strong performance as same-store online sales grew 18.9% for the quarter and 16.1% for the full year. (source)
  

• Zoho’s Competitive Edge Lies In Investing In R&D, Not Just Competing On Price: Sridhar Vembu. (source)
  

• “Fraud is growing as fast, or faster, than the pace that the overall B2B market is growing, so we have to fight hard to implement tools and stay ahead of it,” - Eric Frankovic, general manager of business payments at WEX. (source)
  

• ‘Sustainability only matters at scale’: One B2B materials CMO on expanding into luxury. (source)

AI in Action

LET’S ANALYSE YOUR HISTORICAL DATA

Imagine you have tons of customer data from the past year: purchases, web traffic, emails, everything.

Instead of manually digging through all that data, you can use a tool like Google Analytics and ActiveCampaign to analyze historical data and forecast trends for marketing automation.

Step 1: Analyze Historical Data with Google Analytics

Start by diving into Google Analytics. If you’ve been tracking your website and customer interactions, you’ll already have tons of useful data—page visits, bounce rates, and more.

Google Analytics helps you visualize this data in a way that’s easy to understand, even for non-data experts.

For example, you might notice that traffic to your site spikes during certain months or that visitors from specific channels (like organic search or social media) convert better than others.

This kind of insight is gold for planning your next marketing move.

Step 2: Identify Trends and Forecast

Google Analytics has a feature called Predictive Metrics that uses your historical data to forecast trends. This helps predict things like potential revenue or which customers are most likely to convert based on past behavior.

Let’s say your data shows that sales tend to increase in November, just before the holiday rush.

The tool will suggest this trend might continue, giving you a heads-up to plan your marketing activities around that time. You’ll know when to ramp up email campaigns, social ads, or promotions. Check more about Predictive Metrics here.

Step 3: Automate Marketing with ActiveCampaign

Once you’ve analyzed the data and forecasted trends, you can use ActiveCampaign to automate your marketing efforts.

For instance, if Google Analytics predicts a sales spike in November, you can set up an automation in ActiveCampaign that starts sending promotional emails at the beginning of the month.

Here’s how it works:

1. Segment Your Audience: Based on the forecasted trends, segment your contacts in ActiveCampaign. You can target people who have shown interest in specific products or those who have interacted with your site during the predicted high-traffic period.

2. Create Email Workflows: Next, design an email campaign with timed messages. Let’s say you want to send a series of promotional emails. ActiveCampaign lets you automate the timing, so the emails go out exactly when you need them to, without you having to manually hit send each time.

3. Automate Follow-ups: ActiveCampaign also lets you create conditional actions or triggers. If someone opens an email or clicks a link, you can automatically send a follow-up email with more details or a discount code.

Step 4: Track and Optimize

As your campaign runs, both Google Analytics and ActiveCampaign track customer behavior, who opens emails, who clicks links, who makes a purchase. Y

ou can use this data to refine your strategy.

For example, if the forecasted sales spike doesn’t pan out as expected, you can adjust your marketing efforts on the fly. Maybe push a stronger offer, or switch up your email copy.

ActiveCampaign will continue automating based on your changes.

The best part is the more you use these tools, the smarter your campaigns get. With every campaign you run, you’re feeding more data back into Google Analytics and ActiveCampaign.

This means your forecasts and marketing efforts keep improving over time, letting you create more targeted campaigns with less manual work.

Tool Spotlight

FEATURED TOOLS

Drift: Drive more conversions by automating conversations with prospects, qualifying leads in real time, and scheduling meetings directly within chat.

Breeze: Breeze gives customer-facing teams all the AI tools needed to boost productivity, scale growth, and unlock actionable insights.

Mutiny: Personalized website content for B2B companies, enabling you to target specific audiences and tailor messaging to increase conversion rates without needing to code.

Regie.ai: Regie.ai uses GenAI and automation to make prospecting easier for businesses and better for buyers.

Celonis: Process mining AI tool that helps companies streamline their operations, find inefficiencies, and optimize workflows to drive better business outcomes.

ZoomInfo: Offers accurate contact and company data to help sales and marketing teams find and connect with decision-makers at B2B organizations.

And That's a wrap

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