Resources & Insights

Learn more about data-driven sales and marketing and how it
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ResourcesWhitepapers
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.

ResourcesWhitepapers
Behind The Intent Data Curtain: How Best-In-Class B2B Brands Are Driving Success With Predictive ABM

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.

BlogPress ReleasesResources
ABM’s Potential Is Endless. But We’re Already Endangering It

ABM’s Potential Is Endless. But We’re Already Endangering It

We’ve all seen the buzzwords in recent years. Big Data. Artificial Intelligence. Smart everything, from toilets to thermostats. Companies rush to keep up with the next fad without really understanding what the true advantages of this new technology are and how it can impact their business. The actual technology becomes overshadowed by the hype, unable to deliver on the many promises that businesses rush to peddle.