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Is Predictive Analytics Your ABM Silver Bullet? - Chiefmarketer

Is Predictive Analytics Your ABM Silver Bullet? - Chiefmarketer | The MarTech Digest | Scoop.it
From www.chiefmarketer.com - May 3, 2017 10:55 AM

"Let’s look at some examples:

  •  The CEO of a company on your list just informs analysts during an earnings call that the company will spend 100% of its IT budget this year on personalization initiatives—which does not match up with your product portfolio.
  • A company on the list announces it is acquiring a competitor and its #1 priority for the year is the successful integration of the two companies.
  • •    A new CEO has just been named to a targeted company and in an interview she reveals a major strategy shift and a new set of priorities. Historical data—however recent it might be—will not reflect any of these critical nuggets.


None of this revelatory information would appear in the data. Given that the data can’t tell the full story, you can miss out on opportunities if you solely rely on the data.

So, while you may have a predictive analytics tool telling you that the company is well-positioned to buy your product, you would have a much stronger case for a sale if you told a customer, “Your CFO said on the last earnings call that almost all of your IT spend will be dedicated to driving personalization initiatives. I would like to speak with you about how our product has helped many companies like yours drive personalization…”"

Joemktg's insight:

Yet another example of how to creatively use technology...thinking outside the box.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Predictive scorer Infer unveils 'first account-based behavior scoring' - Marketing Land

Predictive scorer Infer unveils 'first account-based behavior scoring' - Marketing Land | The MarTech Digest | Scoop.it
From marketingland.com - August 19, 2016 8:10 AM
This week, the Mountain View, California-based company enlarged its capabilities with what it described as the industry’s first behavior-only predictive scoring for accounts.

To unpack what that means, first consider that Infer has focused previously on two basic models for its predictive scoring: Account Fit and Behavior.

The Account Fit model scores whether a business is a “good fit” as a customer, based on relatively stable data points like the technology vendors it uses, its job postings and public filings, its business model, its tech tools and other such factors.

The Behavior model had been used by Infer primarily for leads (i.e., people), based on such time-based activities as pages visited on a client’s website, downloading of a white paper on a specific product, responses to an email marketing campaign and other actions.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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The Future is Here With Predictive Account-Based Marketing • Radius

The Future is Here With Predictive Account-Based Marketing • Radius | The MarTech Digest | Scoop.it
From radius.com - August 4, 2016 9:30 AM
As macroeconomic and technological changes have made ABM more essential and achievable for B2B marketers, they have begun to experiment with implementing predictive analytics solutions to enhance their efforts. But target account selection is merely one use case where predictive analytics can have a major impact on account-based marketing.

B2B marketers can also use predictive analytics to identify and prioritize the right contacts within their target accounts, the right products to sell to those prospects, and the right messages that will resonate and enhance the buyer’s journey.
Joemktg's insight:

If you're not using predictive now, have you budgeted for it for 2017?

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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tryweatherly's comment, August 5, 2016 1:10 AM

Its tremendous
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Demandbase Acquires Spiderbook To Enhance Account Identification And Targeting Capabilities - Demand Gen Report

Demandbase Acquires Spiderbook To Enhance Account Identification And Targeting Capabilities - Demand Gen Report | The MarTech Digest | Scoop.it
From www.demandgenreport.com - May 26, 2016 8:12 AM
Demandbase announced the acquisition of Spiderbook, a data science company that automates the identification of companies that are likely to buy, for an undisclosed fee. All Spiderbook employees will be joining the Demandbase team, and a company spokesperson states Demandbase plans to make the Spiderbook solution available by June.

The acquisition expands Demandbase’s offerings, enabling B2B marketers to identify, target and engage key accounts. Spiderbook is designed to identify buying intent within new accounts, highlighting opportunities for ABM practitioners to engage relevant stakeholders within the account to move them further along in their buying journey.
Joemktg's insight:

Pre. Dict. Ive.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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[FREE] Using Predictive to Execute ABM - Lattice Engines

[FREE] Using Predictive to Execute ABM - Lattice Engines | The MarTech Digest | Scoop.it
From pages.lattice-engines.com - April 5, 2016 10:57 AM
Learn how leading companies like Demandbase, Cisco and others are applying predictive analytics to scale their Account-Based Marketing beyond their top 50 accounts to their top 500 to top 5000 accounts.  


Account-Based Marketing (ABM) flips the traditional funnel on its head. In contrast to traditional lead generation, ABM forces a focus on quality, not quantity 


Most companies have been doing Account-Based Marketing for years - yet have been constrained to focus primarily on their top 50 or top 100 accounts. Leading marketers have found that the only way to scale their ABM efforts, is to add predictive analytics capabilities to their martech stack.
Joemktg's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Choose the Right Tools for Account-Based Marketing - TechnologyAdvice

How to Choose the Right Tools for Account-Based Marketing - TechnologyAdvice | The MarTech Digest | Scoop.it
From technologyadvice.com - January 17, 2016 4:33 PM
Rolling out an account-based marketing strategy? These tools will help you identify target accounts, personalize ads and content & track important metrics.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions. 

Joemktg's insight:

Far more than choosing an ABM solution: it's the outline for outbound marketing.

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Fliptop to marketers: Here are the companies you want to know - VentureBeat

Fliptop to marketers: Here are the companies you want to know - VentureBeat | The MarTech Digest | Scoop.it
From venturebeat.com - November 4, 2014 6:34 PM

Digest...


That’s a key problem predictive lead scorer Fliptop hopes to solve with its announcement today of an “account-based marketing” solution. Fliptop’s announcement is intended to position the company as the provider of one key piece in the growing account-based marketing ecosystem — a filtered list of accounts to target beyond the ones you’ve already sold to or that are already in your Salesforce.

Like B2B competitors Infer and Lattice Engines, San Francisco-based Fliptop is focused on predictive lead scoring to determine which customers or prospects are more likely to respond to specific pitches.

 


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Joemktg's insight:

This is very, very smart: identifying other targets that may fit your ABM efforts. Worthy of a look-see.

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