Leveraging Artificial Intelligence for Customer Targeting
The best way to answer this question is through a company Fit or propensity model that identifies which of these intent-surging accounts your company is most likely to close. Company Fit or propensity models compare your historical data and ICP against all the profiles within your TAM then use AI/ML-Analytics to algorithmically score them by a variety of buying signals to determine their propensity to buy your product right now – as well as indicating whether or not they’re likely to buy in the future.
Moneyball ABM: Aligning Outbound with Readiness and Engagement
In the last few blogs I discussed how to discover your TAM and assign territories, then how to determine where to focus your sales and marketing efforts by using AI/ML models to score leads and understand who is ready, eager and able to buy your product. We also discussed how to turn the profiles within […]
What is Enterprise Profiling?
As B2B marketers, our goal is to deliver effective campaigns targeted at the best opportunities that exist within our Total Addressable Market (TAM) – at the lowest possible cost. This means identifying your TAM, developing your Ideal Customer Profile (ICP), and comparing your ICP throughout your TAM to determine which opportunities to focus on, then […]
What is the Difference Between B2B CDPs and B2C CDPs?
With ninety percent of companies either evaluating or deploying a CDP, the question comes up as to the difference between a B2B CDP and B2C CDP. In a recent BrightTalk webinar, Amish Sheth (Leadspace VP, Solution Engineering) explored the capabilities and differences between a business-to-business customer data platform and a business-to-consumer customer data platform. What […]
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 […]
How to Choose a B2B Customer Data Platform. Achieving Better Unified Buyer Profiles.
In the last two blogs we’ve discussed how to get the best data together to drive complete, accurate and easily managed buyer profiles. Sales & Marketing teams know that targeting customers with incomplete and siloed data is tricky at best. Having a single, comprehensive view of your customer’s data in one place makes targeting the […]
Stop creating self-fulfilling prophecies: How to apply AI to small data problems
Over the past decade or so, the digital revolution has given us a surplus of data. This is exciting for a number of reasons, but mostly in terms of how AI will be able to further revolutionize the enterprise. However, in the world of B2B — the industry I’m deeply involved in — we are still experiencing a […]
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 […]