Resources & Insights

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

BlogResources
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.

BlogResources
Let your Prospects’ Behavior Drive your Content Strategy

Let your Prospects’ Behavior Drive your Content Strategy

Before predictive analytics, content marketing – and marketing in general – raised a lot of question marks. When a piece of content was hot, you’d get to enjoy the surge, but not have any great insight about what was making it work or who was really enjoying it. Content that would flop would simply flop – you’d know not to do that again, but why?

BlogResources
A Step-by-Step Guide to Leveraging Personas to Drive Predictive Account Selection

A Step-by-Step Guide to Leveraging Personas to Drive Predictive Account Selection

50% of B2B brands admit that they don’t have buyer personas in place, according to a survey conducted by B2BMarketing at the end of last year. Considering the success we’ve seen researching and creating buyer personas in order to improve our predictive model, we thought this would be a great topic to delve into.

BlogResources
Aligning Sales & Marketing: An Interview with Cisco Marketing Director, Jill Kaplan

Aligning Sales & Marketing: An Interview with Cisco Marketing Director, Jill Kaplan

In spring 2016, MRP was fortunate enough to be able to speak with some of the brightest marketing minds in the field of Account-Based Marketing. Our guest, Jill Kaplan is the Director of Marketing at Cisco and helped build the company’s pipeline in the Americas.

BlogResources
Transform your Outbound Strategy with Help from Predictive Analytics

Transform your Outbound Strategy with Help from Predictive Analytics

Outbound sales and marketing tactics are integral to any type of marketing campaign, but it’s no coincidence that ABM is far and wide considered to be so valuable. Consider this: in a survey by Forrester Research, 86% of marketers attributed their ABM success to predictive marketing. Pinpointing key personas at target companies and then tailoring their content strategy to those personas using predictive data is what gives ABM tactics a big performance boost.

BlogResources
abm marketing strategy
3 Myths About B2B Direct Mail Marketing Debunked

3 Myths About B2B Direct Mail Marketing Debunked

Thanks to the onset of new-and-now digital marketing channels, today’s B2B marketing strategists have begun shying away from direct mail marketing as their platform of choice. Because it’s a traditional platform in a sea of new and exciting digital marketing media, it gets a bad rap. If you’re forgoing direct mail in your B2B marketing campaign, you could be costing your company valuable leads.