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Today’s Volatile Market Requires Three-Dimensional ABM

Today’s Volatile Market Requires Three-Dimensional ABM

As the business world continues to find its footing in a post-pandemic world, account-based marketing (ABM) has never been more essential. In order to deliver contextually-relevant and timely messages amidst changing conditions, companies need to harness quality data, predictive insights, and next best actions via a unified platform.

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MRP Releases COVID-19 Working from Home – Intent Trends Report

MRP Releases COVID-19 Working from Home – Intent Trends Report

PHILADELPHIA - May 05, 2020 - (Business Wire) - MRP Prelytix, the only enterprise-class predictive ABM platform, today released the first in a series of reports detailing major development trends in various technology ecosystems. The ‘Covid-19 Working from Home - Intent Trends Report’, details how the surge in remote working has impacted the Virtual Office, Unified Communications (UCaaS), and Video Conferencing markets in face of the COVID-19 pandemic.

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Intent Is Not Predictive: Intent Data Meets Predictive Scoring

Intent Is Not Predictive: Intent Data Meets Predictive Scoring

The fact is that intent data isn’t predictive… it’s backward-looking, it poses significant latency as a marketing trigger, and it involves a lot more than a subscription with a single vendor. Intent certainly helps identify accounts, but it is a very one-dimensional view of the information needed. Intent data swells up over time, so your intent provider may be pointing this out to you late because they didn’t capture enough of the signal early enough to let you know in time, or you get too many false positives. Marketers often get this wrong, and there is a tremendous amount of pressure to do something with all the tools that they have. But measuring success by delivering content to accounts that display implied intent, at best, will only drive awareness or provide the wrong level of content to prospects who could be in market for a different solution that you have.