Intent data by itself is interesting but not actionable; Predictive analytics by itself lacks the insight needed to start relevant conversations. Combine the two, and you’ve found your B2B Marketing sweet spot! This session will offer specific learning into how brands across different industries are combining intent data and predictive analytics in ABM and other targeted initiatives
Resources & Insights
Learn more about data-driven sales and marketing and how it
drives customer engagement.
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.
Behind The Intent Data Curtain: How Best-In-Class B2B Brands Are Driving Success With Predictive ABM
This white paper shares a behind-the-scenes look at how top B2B enterprises like Thomson Reuters and Medecision are leveraging combinations of intent data and predictive account intelligence to gain in-depth account and stakeholder buying signals, prioritize account readiness and determine account level content and targeting strategies.
MRP, the only enterprise-class predictive ABM software, has been recognized for excellence in data analytics at the Drexel LeBow Analytics 50 Awards.
How many vendors in our space promote their offerings as “omnichannel, real-time marketing personalization using big data and AI”? As much as the hype has overstated what AI might do for marketing in the next 12–24 months, the reality of how AI is already working in marketing today is often under-recognized. While it’s mostly about the data, one other factor that we should focus on with algorithmic marketing of any kind is the exponentially accelerating speed at which these functions operate.
Whether you are first starting a business or you have an established name and are just looking to expand, everyone tells you that you absolutely need to know your potential customers and target markets - but there is a problem, no one really tells you how to do that. Whether you are a small company or a large corporation, research is vital for continued success no matter the level.