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AI Persona Scoring – When Job Title Guesswork Doesn’t Work
A persona refers to a representation of a user or buyer segment that is created to better understand and design for the needs, behaviors, and preferences of that group. Persona creation is common in fields like marketing, user experience (UX) design, and customer service. It’s especially useful in sales and marketing when it comes to […]
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Are Your Leads Worth Pursuing? Throw Most of Them Out!
If someone is interested in your product or service, is it necessarily true that they will convert into a paying customer in the future? Does a higher level of interest translate into higher odds of sales conversion? How do we know if the way we are measuring and assessing their interest is accurate? Is that […]
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Revenue Radar™: Finding the Right Buyers with Engagement Scores
Throughout this Revenue Radar blog series, we’ve discussed how to use Leadspace predictive AI models to determine the companies within your Total Addressable Market (TAM) who need your product (highest Fit scores), which of those companies are actually ready to buy your product (Intent scores), and which buyer Personas are best for you to pursue […]
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Revenue Radar™: Finding the Right Type of Buyer Using Persona Scoring Models
In our last few blogs, we discussed using Fit (propensity) models to determine the companies within your TAM who need your product, and how to determine which of those companies are actually ready to buy with Intent scores. Now you need to figure out who are the right people to pursue within those companies. Does […]
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Revenue Radar™: Finding the Right Company Using Intent Scoring Models
Finding the right type of companies within your TAM that need your product is a huge step towards closeable business, but you still need to figure out which of those companies are actually ready to buy your product – this is where intent comes into play. We can determine intent by a company’s search activities. […]
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Revenue Radar™: Finding the Right Type of Companies Using Fit Scoring Models
Finding the right type of companies for your product by hand is a cumbersome process that’s error prone and heavily relies on guesswork. With competition at an all time high, B2B sales and marketing teams need a way to automate this process, and replace guesswork with data-driven insights to reach their customers before their competitors […]
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Revenue Radar™: An Introduction to AI Targeting
As marketers, we aim to confidently and repeatedly deliver effective campaigns to the best opportunities within our target market – at the lowest possible cost. This means identifying our TAM (Total Addressable Market), developing our Ideal Customer Profile (ICP), and comparing our ICP throughout our TAM to determine which opportunities to focus on, then get […]
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Moneyball Campaigns: Map and Define Marketing Campaign Segments By Territories
In the last two blogs I discussed how to discover your TAM and assign territories, and then how to determine where to focus your sales & marketing efforts by using AI/ML models to score leads and understand who is ready and able to buy your product. Now let’s look at how to turn the profiles […]
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5 Ways to Use Intent Data for Sales and Marketing
B2B Marketing and Sales leaders are constantly looking for the next innovative method to give them a competitive edge—particularly in driving revenue for their business. If you work in sales or marketing, there probably hasn’t been a day where you have not heard about implementing or operationalizing intent data to target and engage your prospects […]
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Arming Your Team for the Future of B2B Marketing
In a recent report, The Future of B2B Marketing, Forrester indicated that B2B marketers are going to need to step up their game to meet marketing’s new challenges. Significant changes in buyer behavior, evolving business models, and technological advances in conjunction with a global pandemic are forcing an evolution in B2B marketing from—changing corporate purpose, […]
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Taking the Guesswork Out of Sales & Marketing
It’s always that time of year – in sales and marketing we’re always starting a new quarter, ending a new quarter, trying to create demand for the following year or just planning. We always want to start strong and grow better. Let’s assume you start strong. But how do you grow better? How do you […]
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200 Marketers Survey Says...
As we all know, great Marketing is the right balance of art and science. This week let’s take a look at how to use marketing science to free up time for marketing art. Last week, Leadspace participated in the GDS Summit event along with roughly 200 marketing executives to explore how technology is changing the […]
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Revenue by Design: Creating Closeable Inbound Lead Flow
As a leader in the Forrester Wave, Leadspace is fortunate enough to meet with hundreds of companies every quarter who are looking to tackle sales & marketing challenges. Typically, the challenges fall into 4 categories – profiling, targeting, campaigning, and closing. Let’s take a look at one of the most interesting customer use cases with […]
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Revenue by Design: Grow Better in 90 days or Less
Why is it that Forrester Research finds that 90% of B2B companies are either implementing or looking to implement a CDP? This is an astonishing statistic. It’s surprising because most people question themselves with respect to what a Customer Data Platform (CDP) really is and whether they could describe it to their colleagues. Here are […]
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How to Choose a B2B Customer Data Platform. Is your Market Strategy Aligned with Your CDP’s?
Market strategy is always an interesting topic to me as a product and go-to-market professional. Most often I think about it from the point of view of the company strategy rather than from the perspective of the customer. After all, it’s about how your company penetrates a market right? The phrases “actions speak louder than […]
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How to Choose a B2B Customer Data Platform. Our Vision is All About Enabling Your Mission
A platform vision starts with the scope of the company, the product itself and the ecosystem that is built to enable a thriving market. It’s a description of the essence of the product: what are the problems it is solving, for whom, and why now is the right time to build it. A Product vision […]
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How to Choose a B2B Customer Data Platform. Boost Sales & Marketing Op. Efficiency with Seamless Application Integration.
Marketing & sales operations systems are multifaceted, occupying across databases, channels and applications. Odds are that your team is using dozens of applications, each requiring different operational parameters. This brings us back to the challenges of leveraging siloed data and sharing scores and updated profiles in applications like CRM, bots, etc. While both are cumbersome […]
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How to Choose a B2B Customer Data Platform. Know Your GTM Metrics & Data Inside & Out.
Low conversion rates from campaigns, high email bounce rates, and poor pipeline velocity are symptoms of a bigger problem – poor data health. Inaccurate, inconsistent, missing, or incomplete data can all negatively impact your bottom line and muddle most other sales and marketing metrics you are trying to optimize. Being able to evaluate your data’s […]
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How to Choose a B2B Customer Data Platform. Better Data Integration means Better Decisions.
Complete buyer profiles at the account, buying center and contact level are critical. This starts with leveraging your ongoing 1st party data with a variety of 3rd party data to create profiles (or a full buyer data graph) — combining what you know about the customer with what the world knows about the customer — […]
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Delivering on the M&A Growth Promise: A CDP Can Help You Beat the Odds
M&A on the rise As a viable growth strategy, there’s often an uptick in M&A after events like the 2008 recession. This looks to be ringing true as the U.S. economy rebounds from COVID-19. M&A activity set records for the first half of 2021 with deal counts up 19% from 2020 (Refinitiv). And things don’t […]
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Look-Alike Modeling: The B2B Marketer’s Secret Weapon
It’s 2020 — are you excited about building your next target accounts list? Probably not. It’s true you want to expand your current list of accounts, but you’re likely not looking forward to going through the slow, manual process of finding and handpicking who to target. Unfortunately, this is the sad truth for too many B2B […]
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How to Use Intent Signals: 4 B2B Marketing Tips
What if there was a way your sales team could be notified when an account was ready to be pitched your product or service? It sounds too good to be true, so it probably is…right? Not exactly. There are already B2B companies boosting their revenue with timely targeting. And it’s all thanks to intent signals. […]
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5 Ways to Handle Customer and Market Segmentation Like a Pro
Marketers who use market segmentation are seeing a 760 percent increase in revenue. What’s stopping you from seeing similar results? If you’re not already using market segmentation techniques and would like to, then make sure you’re doing it the right way. You can use segmentation to improve your email campaigns, ads, and even your blog content. In this guide, […]
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6 Ways to Make Your Data Analysis More Reliable
In recent years, big data has exploded, and big data analytics are now more accessible and of higher quality than ever before. This has led to a scrambling among business owners to improve their own data collection and analysis. There are a lot of tactics you can implement to improve data quality and achieve greater […]
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7 Best Practices for Effective Data Management in 2019
As digital marketing evolves, data management is becoming the backbone of a good online marketing strategy. Having clean, quality, reliable data that gives strong insight into your customer data and behavior patterns is essential to creating marketing campaigns and automations that properly nurture your leads and turn them into buying customers. To ensure your company’s data […]
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Marketing Effectiveness: What It Is and 4 Ways to Measure It
Marketing effectiveness is measured by how well a company’s marketing strategies increase its revenue while decreasing its costs of customer acquisition. You will always win the day if your marketing continually lowers the costs of finding and winning business, while also increasing the value of that business. However, how does one go about measuring both […]
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The 5 Most Popular Methods of Segmentation for B2B
Customer segmentation is powerful because it allows marketers to draw an accurate picture of their customers, group them according to similarities, and devise pinpointed messages to specific segments of their customer base. Inevitably, these messages are personalized and tailored, which results in a significantly higher number of conversions. But there is no one single way […]
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4 Examples of Integrated Marketing Done Right
The purpose of integrated marketing is to provide consumers with a seamless brand experience across all channels, including paid channels and organic ones. Integrated marketing strategies, therefore, rely on brand identity being communicated with consistency, using channels and techniques that complement each other and form a unified, integrated whole. Clearly, there are plenty of moving […]