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In today's B2B world, the world lives according to the laws of hyperpersonalization and accurate forecasting. The era of mass mailings and cold, indifferent calls is irrevocably disappearing, giving way to ABM (Account-Based Marketing) account marketing, a strategy for targeting key customers. But the main question remains the same: how do you identify a company that doesn't just need your product, but is ready to buy here and now?
The answer lies in the symbiosis of the two technologies:
Seldon as a source of verified market data and Grok as artificial intelligence that transforms this data into a ready-made action strategy.
Introduction to tools: DATA fund and AI analyst
Seldon— this is not just a database, it is a powerful analytical portal that accumulates information about government and commercial purchases, the financial condition of companies and their market activity. Seldon provides structured data to answer key business questions:
* Customers: Who buys what, what are their budgets and the frequency of tenders?
* Competitors: Who wins tenders, at what prices and under what conditions?
* Market: What are the overall trends, volumes and dynamics in your industry?
Seldon is a foundation, a “gold mine” of raw but incredibly valuable facts.
Grok is a generative AI assistant from XAI with advanced capabilities for processing and analyzing large amounts of information. Its key strength is its ability to understand the context, identify complex patterns, summarize and formulate conclusions in natural, human language. Grok is a “creative brain” that turns disparate figures and facts into a coherent, comprehensible, and ready-to-use strategy.
Synergy in action: From data to proactive action
Seldon data alone is just potential. Manual analysis of thousands of tender cards takes weeks and is prone to human error. In tandem with Grok, the process is instantaneous and incredibly accurate.
The work algorithm is as follows:
1. Data mining: Seldon exports arrays of information relevant to your business. For example, all purchases related to “digitalization of production processes” for the year or the full purchasing history of companies from your list of target accounts.
2. AI processing: The resulting data set (in the form of a table or text file) is uploaded to Grok, which receives a clear task formulated by an expert.
3. Strategy development: Grok conducts multifaceted analysis and gives you not just statistics, but ready-made insights and recommendations for action.
Practical cases: Where value is born
Case 1: Procurement forecasting and reaching out to the customer at the time of the onset of demand
This is the cornerstone of proactive account marketing.
How does this work?
You are a company specializing in the supply of server equipment. Your goal is to predict which data centers will need to be upgraded in the near future.
You are uploading data from Seldon on all data center purchases over the past 4 years. Pass this data array to Grok with the following prompt:
> “Analyze the data provided on purchases by data center companies. Determine the average life cycle of their server equipment (based on an analysis of the frequency of purchases). Select accounts that last carried out a major update 3-3.5 years ago and are highly likely to initiate purchases in the next 6-9 months. Create a priority list of such companies, including past budgets, vendor preferences, and identified behavioral patterns.”
The result:
You get a targeted list of companies with the highest conversions. Your salespeople and marketers don't come out idle, but with a personalized offer that is ahead of the official request. You do not just respond to a tender, but form it, becoming an advisor rather than an ordinary supplier.
Case 2: In-depth analysis of counterparties to strengthen the value proposition
This is the basis for building long-term and trusting relationships.
How does this work?
You are a comprehensive digital promotion agency. On the horizon is a big retailer that you want to see as your customer. You are downloading from Seldon the entire history of its purchases: marketing services, IT solutions, development contractors. Upload data to Grok with the following task:
> “Based on data on the company's purchasing activity [Retailer Name], make a comprehensive analysis of its digital transformation. Identify the technology stack used and key digital contractors over the past 3 years. Analyze the winning offers: what criteria (price/non-price) were used to select the performer? Identify weaknesses in past projects (for example, frequent changes of contractors in one area, which indicates dissatisfaction). Formulate hypotheses about key business problems and customer pains that we can solve.”
The result:
Your sales pitch and presentation go from a template description of services to a targeted hit on customer pain. You say, “We can see that your strategy in 2022 was focused on reach, but since 2023 you've shifted to conversion, changing two PPC contractors. Our A/B creative testing methodology and deep analytics would help stabilize CAC, which, according to your tenders, is a key task for you.” This approach breaks any objections and immediately puts you in expert status.
The advantages of the approach
- Lower customer acquisition costs (CAC): Resources focus on the most mature and promising accounts.
- Shortening the sales cycle: The sales funnel is shortened, as work begins at the “hot” stage.
- Improving team efficiency: Marketing and sales work with a single data base, which eliminates discrepancies and increases consistency.
- Proactivity as a competitive advantage: You dictate the rules of the game, anticipating market needs.
Conclusion
Tandem Seldon and Grok — this is not just a set of software, it is a new paradigm for running B2B business. This is a transition from intuitive solutions to management based on DDDM (data-driven decision making).
In an environment where the winner is the one who interprets market information faster and more accurately, the opportunity to have a personal AI strategist who can analyze years of procurement activity in minutes becomes a critical competitive advantage. This is the new era of account marketing — an era where decisions are not made at random, but calculated.