Modern marketing and sales have discovered their treasure trove – data. How can they gauge its maximum potential to find the best prospects? According to Gartner’s sales glossary, lead scoring has a straightforward definition: “It’s a method of evaluating the quality of sales leads by using a relative and objective ranking of one lead against another based on a variety of buyer profile fit and behavior criteria.” This model of differentiating or identifying high-value leads has become an asset for digital marketers. It has also proved to be a bridge between the marketing and sales disconnect, facilitating them to outline…
Author: Ciente Editorial Team
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Brand identities remain timeless. But organizations keep on turning a blind eye to their importance. They shouldn’t. One word bounces around a lot in boardroom meetings, interactions with buyers and vendors, and internal communications. Brand. The reverence the word holds is immense. And why wouldn’t it be? Brands are giving people a sense of belonging, appeasing our tribal nature in all the right ways. That’s why every great leader speaks of their brand with reverence, love, and care. They have to! Because that’s what people are buying for— they are buying from the brand. The saturated marketing is full of…
Every day is a new day for AI. It seems a new, shiny, and powerful tool is unveiled. And now it’s time for Gemini. In the fierce AI race, none want to stay behind. The giants fight, and they fight with vigor. Anthropic, DeepSeek, OpenAI, Google, Perplexity, Amazon— everyone who has conquered the upper echelons of technology is in the race. Now, Google is touting its latest Gemini model as its most intelligent AI model. It has been designed to tackle increasingly complex problems. Google says that the model exceeds the capabilities of ChatGPT 4.5 and Claude Sonnet 3.7 by…
To keep pace with Google and OpenAI, Microsoft has introduced AI agents for extensive research and analysis. On 25th March, Microsoft introduced two unique deep reasoning models – Researcher and Analyst. Accessible to Microsoft 365 license holders in their early access Frontier program, the models are set to enter the market in April. Dubbed “first-of-their-kind agents for work,” the models can analyze your work data and integrate it with external data from third-party sources to produce insights. It follows compliant and secure access to your personal work data and web to deliver on-demand expertise. The CMO of Microsoft’s AI at…
This customer engagement solutions provider has updated its marketing functions with customer-focused AI features. EngageLab, a subsidiary of Aurora Mobile Limited, is revolutionizing customer-focused marketing. In recent developments, the company has updated its marketing automation platform. With the newly integrated AI capabilities, the platform can help businesses achieve tangible outcomes faster through: By upgrading its MA platform with these features, EngageLab is set to enhance its messaging channels, AI personalization, and support capabilities. This leading marketing solutions vendor is innovating to offer customized solutions, improving customer experience and marketing strategies. Through its AI-powered platform, EngageLab has liberated businesses from several…
OpenAI is taking significant strides in the audio AI market with its latest updates in voice agents. While the market is witnessing newer AI models each day, the existing models are undergoing significant upgrades. One of them is the shift to audio AI models. Just like text-based assistants, voice agents require human input to function. The only difference? They require voice commands in place of text-based ones. Some audio models can hold conversations with users – from helping them practice new languages to doubling as customer support. Meanwhile, some models are uniquely developed for people with disabilities. These voice-controlled models…
9fin, an AI-powered analytics platform for debt capital markets, has acquired Bond Radar, an intelligence and data provider for international bond and loan markets. The acquisition will enhance 9fin’s market capabilities by adding 20 years of historical data and expanding its geographic reach. CEO Steven Hunter emphasized the move as a key step towards becoming the top provider of debt market intelligence. The acquisition will help 9fin expand into new markets, including investment-grade debt and emerging markets in Asia and Latin America. Currently covering Europe and the US across various debt asset classes, 9fin offers AI tools and analytics through…
Adobe has always been a driver of creativity and marketing tools. In Adobe Summit 2025, CEO Shantanu Narayen highlighted the need for personalization and integration of creativity with AI and marketing. Two industries that are picking up steam—which seemed impossible because they were already so large. The summit showcased AI-drives strategies from giants like JP Morgan Chase, Coca-Cola, ServiceNow, Air India, et al. For the first time, B2B marketing took center stage, with Adobe showcasing its growing investment in enterprise AI solutions. ServiceNow’s CMO Colin Fleming declared, “B2B is not boring,” reinforcing AI’s impact in the space. Creativity in Marketing…
Data persuades, but strategic storytelling influences behavior. Explore the magnitude of impact it can have on business communications. Data persuades, but strategic storytelling influences stakeholder behavior. To what extent does influence communication? The business landscape involves quite an intriguing sequence of actions. But they don’t merely materialize into a consistent revenue stream on their own. From decision-making to closing a sale and subsequent follow-ups – these actions follow a defined structure. What gives them this definition? Intent and vision. Action is a catalyst, transforming intent and vision into desired outcomes – from boosting revenue to elevating brand awareness. In the business…
Oktopost- A top B2B platform for social media management and employee advocacy reveals a new integration with Microsoft Power BI. The tech combination will be a leading business intelligence and data visualization platform. This will allow marketers to seamlessly combine their social media data with their analytics systems, eliminating data silos. Studies indicate that establishing marketing as a growth catalyst is challenging for 93% of CMOs. It can be tough to connect the dots between social media initiatives and overall business outcomes. Marketers need specific solutions to match the rapid progression of marketing analytics tools. The Power BI integration from Oktopost helps…
