Marketing has been in my blood since I started as a brand manager at Unilever on Timotei. Back in those days – not quite the “Mad Men” era, but still a long time ago – we built brand positioning strategically, figured out where we wanted the brand to be, and then positioned it through communications to reach that mark.
However, in the last decades, and more so in services than packaged goods, the approach to positioning is very different. Today, what you stand for and your philosophy matters more than the facts and features of your product. Simon Sinek covers this very well in his hugely popular TED Talk.
So, how does this idea apply to a predictive analytics platform like Leadspace?
Our belief is that the individual is key because only by understanding people can you build better interactions. Understanding and engaging individuals, building an understanding of companies from the individual up, is what matters most if we are going to achieve the increased relevance and usefulness of communications and marketing in B2B as we have seen in B2C.
There are many challenges in doing this well:
- Accessing the wealth of social, interest, intent and behavioral data that exists and modeling this at the granular, individual level.
- Modeling when you have a small data set.
- Adding user inputs into the models to make them flexible.
- Doing all of this with high precision – knowing a lot more about the few people who matter, not a little more about everyone.
- Ensuring that the output is not just a predictive model, but information that is helpful for the company.
At Leadspace, we call this the “Ideal Customer Profile.” We are unique in how we use data and predictive analytics to bring these insights together at the individual level to enable a more engaging interaction that leads not just to better selling, but to an overall better experience.
My belief is that by better understanding the individual, we can improve the experience for all of us as customers. It seems this message is resonating with many others in the space, as we see great momentum in our business.