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Learn more about data-driven sales and marketing and how it
drives customer engagement.

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How to Develop Predictive Analytics Models for Marketing

How to Develop Predictive Analytics Models for Marketing

Here’s something you might have figured out about ABM by now: success might look different from what it looked like in your company’s pre-ABM era. Maybe you don’t know what it looks like at all — which wouldn’t be surprising, considering research shows that 82% of ABM programs fail to achieve measurable success.

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The Dangers of Publishing Networks for Predictive Analytics Tools

The Dangers of Publishing Networks for Predictive Analytics Tools

I spent the week in Miami at the Forrester B2B Conference and I got to see several of our competitors in the predictive analytics space talk about their solutions. I had recently discussed with the analyst at Forrester how all of the different definitions of account-based marketing are confusing the marketplace, and at this event I noticed there’s a similar effect happening in the predictive analytics sphere.

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Get a Competitive Edge on Customer Acquisition & Retention

Get a Competitive Edge on Customer Acquisition & Retention

In conversations about our predictive solution, one of the topics that tends to come up is how we leverage it internally. The uncomplicated answer is that we’re tracking the behaviors of our target accounts and when they trip a certain threshold that lets us know they’ve entered the pre-purchase research phase, we have a whole set of programmed online and offline tactics that execute, automatically, based on buyer journey.