• AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Analytics, Behavior] B2B Marketing Trends for 2016
    Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Be more human—write for people, not segments or search engines. • where your idea of market segmentation is "anyone with a neck.". demographic segments, and they are appealing more to the motivations that influence. human behavior. leaders expected to use predictive analytics in the next year, B2B. segmentation.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Analytics, Behavior] B2B Marketing Trends for 2016
    Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Be more human—write for people, not segments or search engines. • where your idea of market segmentation is "anyone with a neck.". demographic segments, and they are appealing more to the motivations that influence. human behavior. leaders expected to use predictive analytics in the next year, B2B. segmentation.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Analytics, Behavior] B2B Marketing Trends for 2016
    Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Be more human—write for people, not segments or search engines. • where your idea of market segmentation is "anyone with a neck.". demographic segments, and they are appealing more to the motivations that influence. human behavior. leaders expected to use predictive analytics in the next year, B2B. segmentation.
  • PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Analytics, Behavior] Using Buyer Intent to Drive Your Marketing Efforts
    The customer, their buyer’s journey, the sales funnel, and user behavior are at the core of a customer-centric approach to any marketing campaign. These days, marketers use data analytics tools to measure the success of every marketing effort. Keyword searches, engagement rates, email open rates, behavioral data, and demographic information are some of the metrics that contribute to buyer intent.
  • BIZIBLE  |  TUESDAY, APRIL 11, 2017
    [Analytics, Behavior] 12 Marketo Summit 2017 Sessions You Should Attend
    Marketing Analytics at Tibco Software; Thomas Been , CMO at Tibco Software; Dave Rigotti, VP of Marketing at Bizible. 3) Analytics that Matter: The Right Report for Every Step of the Buyer Journey. Understand how email cadence varies by region, segment, and more, using trends in lead behavior to improve scoring and segmentation. Marketing Nation Summit is a massive event that attracts thousands of marketers to the Bay Area every year.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 11, 2017
    [Analytics, Behavior] How to Leverage Social Intent Data for Email Marketing
    Instead of sending broad, content-based emails on a weekly basis that may or may not appeal to our segments, we now develop tailored emails grouped by different topics of interest. Rather than sending out an email once a week, we send out behavior-driven emails as soon as our prospects take relevant actions (i.e. Intent data, otherwise known as behavioral data, represents any action taken by a prospect that signals what they care about.
  • ACT-ON  |  FRIDAY, APRIL 7, 2017
    [Analytics, Behavior] Email Marketing vs. MA Solutions: Which is Right for Your Business?
    Yet, while email continues to be a powerful tool for these companies, a range of other technologies have established themselves in the marketing arsenal, such as web analytics, landing page hosting, paid search, CRM, and social media. Most companies, no matter their size, need one system that manages and tracks behavior across multiple channels ‒ a system that encompasses all the benefits of email, but with linkages to track and aggregate ongoing cross-channel customer engagement.
  • SNAPAPP  |  WEDNESDAY, APRIL 5, 2017
    [Analytics, Behavior] How Pardot Customers Use SnapApp to Drive Better Marketing Results
    The ability to view that information in Pardot, and thereby your CRM, can help you better segment, target, and connect with your audience. ”. By housing your interactive content on a landing page, you can join SnapApp analytics data with the robust behavioral data collected via Pardot to get an even deeper understanding of your prospects’ interests and expectations. All the commotion you’re hearing about interactive marketing is real.
  • CONTENT STANDARD  |  WEDNESDAY, APRIL 5, 2017
    [Analytics, Behavior] Serialization and Digital Storytelling: What Victorian-Era Publishing Teaches Us About Generating Leads
    For Margot, site analytics can only definitively tell if an individual user is interested in her brand if they take an action on an in-page CTA. Segmenting users by where in the series they fall off or on board can reveal specific topics of interest or disinterest for future material. Define Your Analytical Strategy.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Analytics, Behavior] Why Your Marketing Needs to be Data-Driven
    20 years later, direct marketing was used along with computer processing to target specific segments of the population through direct mail and telemarketing. If you know your target user’s behavior, goals, pain points, and challenges, you can develop marketing campaigns that cater to their specific needs. Data such as a user’s browsing patterns, social media activity, online purchase behavior, and other metrics can help you focus your marketing efforts on what works.
  • KAPOST  |  MONDAY, MARCH 27, 2017
    [Analytics, Behavior] 10 Top B2B Marketing Metrics for 2017
    Predictive Analytics Will Evolve. SiriusDecisions’ latest CMO study reveals that skills in the areas of business analytics, modeling, and predictive analytics are in the highest demand among marketing professionals. Predictive analytics tools will allow B2B organizations to analyze the content that prospects and customers are reading. The increased adoption of predictive analytics tools will lead to a more personalized customer journey.
  • CHIEFMARTECH  |  WEDNESDAY, MARCH 22, 2017
    [Analytics, Behavior] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    Buying behavior and profiles have changed. This shift in buying behavior has created an entirely new set of challenges for sales, marketing, and customer success teams to address a multitude of possible buying philosophies. To accelerate B2B buying, marketers need to have more than just a CRM, marketing automation, and web analytics. As much as 80 percent of customer behavior data is unstructured data , made up of information from sales calls, emails and social media feeds.
  • INFER  |  WEDNESDAY, MARCH 15, 2017
    [Analytics, Behavior] Account-Based Sales Development In A Predictive World
    and the behavior of each lead (i.e. We also track the full spectrum of behavior we’re seeing from each individual lead in our Salesforce CRM and Pardot systems, so we can make sure that no missed opportunities fall through the cracks. Since we include predictive behavior scores as a distinct data point to inform our sales priorities (in addition to our less dynamic fit scores), we’re able to surface leads and accounts that are currently showing clear buying intent.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, MARCH 14, 2017
    [Analytics, Behavior] CrossEngage Orchestrates Customer Journeys Using Events
    They all ingest data from multiple sources; convert it into unified customer profiles; apply rules and analytics to find the best message for each customer in each situation; and, send those messages to external systems for delivery. Campaigns also make heavy use of events, referencing them as entry and exclusion conditions, in combination with user-defined segments; as campaign goals (which may be one or several events); and, as campaign steps (each step being a different event).
  • CHIEFMARTECH  |  TUESDAY, MARCH 14, 2017
    [Analytics, Behavior] Mastering modern marketing technology leadership over 2 intense days
    The next session will be two back-to-back TED-style talks: Turning Your Marketing Team into a Profit Center a case study with Kerem Tomak , chief digital marketing and analytics officer at Sears , and then The 4 Cornerstones to Become a Universal (Marketing) Soldier in 2017 by Paul Gottsegen , chief marketing & strategy officer at Mindtree. Both will address how the role of the marketing leader needs to evolve to achieve the right balance across technology, analytics, and execution.
  • HUBSPOT  |  TUESDAY, MARCH 14, 2017
    [Analytics, Behavior] How to Use Wistia: A Step-by-Step Guide
    In-depth analytics can tell you how your viewers engage with your content and whether or not they take action. In-depth analytics from Wistia lead to great results. Wistia's analytics provide much more detail than other platforms. Here's an example of what it looks like: Capture leads with your videos, automatically pass viewing data into your CRM of choice , and score, segment, and assign leads to your sales team.
  • CHIEFMARTECH  |  FRIDAY, MARCH 10, 2017
    [Analytics, Behavior] THE HACKIES: The case for a cloud-enabled business advisor
    How do you identify your most profitable customers and segments? They rarely have the necessary analytics in place to inform a decision maker whether or not their current business strategy is working or where improvements are in order. How much revenue do we generate by customer segment? How much cost do we have by each customer segment? How quickly can we analyze different segments of our customers? Source: web and ad analytics, including external vendor).
  • HUBSPOT  |  THURSDAY, MARCH 9, 2017
    [Analytics, Behavior] 7 SaaS KPIs You Need to Track in 2017
    Even the poorest segment is projected to see a compound annual growth rate of 19.7 Another way is to use in-app analytics to identify log-ins and usage per month as well. Having a clear view of how different customers close will provide unique data into which campaigns were most successful and into common behavior across all customers. The software-as-a-service (SaaS) industry has experienced exponential growth over the past several years and shows no signs of decline.
  • LEAD LIAISON  |  TUESDAY, MARCH 7, 2017
    [Analytics, Behavior] How to Get the Most Out of Visitor Tracking
    You can tell a lot by dissecting the behavior of your Prospects. With Wistia, you’ll get business-level analytics and conversion tools, all of which are integrated with Lead Liaison, for better lead conversion and analytics. Run static/dynamic segmentations to have continual lists built of the hottest prospects that meet specific criteria. A website visitor tracking solution will never be a magic bullet to increase visitors to your website.
  • ACT-ON  |  TUESDAY, MARCH 7, 2017
    [Analytics, Behavior] Machine Learning is Marketing’s Future: 3 Ways How
    What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows, and personalized content. The technology has also gotten smarter in the lead scoring and weighting department and can enable marketers to go beyond conditional scoring rules, prescribing scoring values for behaviors and actions across different segments, industries and buyers.
  • MODERN B2B MARKETING  |  MONDAY, MARCH 6, 2017
    [Analytics, Behavior] Marketing and Artificial Intelligence: Make Your Job Robot-Proof
    Artificial intelligence (AI) is defined by the Association for the Advancement of Artificial Intelligence as “the scientific understanding of the mechanism underlying thought and intelligent behavior and their embodiment in machines.” Applying AI in marketing, through predictive analytics , data science, and natural language processing (NLP), is almost an expected outcome. Predictive marketing is just one of the many general applications of AI, analytics, and data science.
  • INFER  |  FRIDAY, MARCH 3, 2017
    [Analytics, Behavior] Infer Extends Profile Management to the Oracle Marketing Cloud
    We’re excited to announce that Infer Profile Management now supports Eloqua engagement data, allowing customers to take their segmentation and profiling one step further and ensure that they’re sending the right message to the right person at the right time. The platform joins your company’s internal records with signals from Infer’s data cloud, which contains hundreds of individual attributes and useful data points for use in segmenting your database.
  • CONTENT STANDARD  |  MONDAY, FEBRUARY 27, 2017
    [Analytics, Behavior] 3 Ways Artificial Intelligence Is Transforming B2B Marketing
    Based on your past behavior, it knows you won’t want to wake up until 11:00 a.m. More importantly, customer segmentation helps tailor your brand’s message to this group to create a highly personal campaign. Every aspect of marketing works to obtain more data about clients’ behaviors, aspirations, likes, and dislikes (and, of course, track trends in the industry itself). The year is 2020.
  • NUSPARK  |  FRIDAY, FEBRUARY 24, 2017
    [Analytics, Behavior] How to Create Content for a Winning Account-Based Marketing Strategy
    So when you pair account-based marketing, which is all about micro-segmenting your market for relevant messaging, with content marketing, you have a winning duo. Say hello to the micro-segmentation. This is where a helping hand from predictive analytics is in order. Based on the online behavior of company associates, analytics platforms can tell you when a corporation is pursuing a new initiative or trying to solve a problem.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 22, 2017
    [Analytics, Behavior] Make the Shift from Automation to Engagement Marketing
    They listen for the products that buyers are interested in, offer additional content based on specific behaviors, and coordinate sales follow-up based on their behaviors and actions. This does not diminish the value or purpose of predictive analytics , which is a component of marketing that will continue to be vital to understanding audience behavior. Simplify audience segmentation.
  • ACT-ON  |  TUESDAY, FEBRUARY 21, 2017
    [Analytics, Behavior] 5 Smart Ways to Automate Your Marketing
    How about this, Smartypants: Have you hooked up your pay-per-click campaigns and your SEO analytics so that you can tell which keywords generate the most business for you? This is why smart marketers check their analytics all the time. And as with all good marketing automation, it’ll be segmented (according to which products the customer has bought) and personalized. Need to do more with less? It’s a common challenge for marketers today.
  • PUREB2B  |  SUNDAY, FEBRUARY 19, 2017
    [Analytics, Behavior] How Personalization Affects Lead Nurturing
    This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers. Effective personalization takes time to achieve, so as a marketer, you have to do your target market research, which goes beyond segmenting by demographics. The way you segment your marketing communications is completely up to you.
  • PUREB2B  |  WEDNESDAY, FEBRUARY 15, 2017
    [Analytics, Behavior] Lead Nurturing’s Biggest Challenges
    You can use a simple Excel file for tracking or a full-fledged analytics software program for monitoring results in detail. There are many tools and software that you can use to observe customer behavior, many of which are free. Once you’ve segmented your leads and identified those who have expressed interest in your product, don’t leave them hanging. Such programs are also useful when it comes to segmenting and identifying leads in the various stages of the sales funnel.
  • HG DATA  |  THURSDAY, FEBRUARY 2, 2017
    [Analytics, Behavior] The Right Data Fuels the Artificial Intelligence Race
    But while a lot of sales and marketing departments look for things like contact records based on intent to purchase and persona-based data, HG Data’s dataset is different because it analyzes past purchases behavior. Because of our ability to analyze the relationships between buyers and vendors, our dataset is empirical…derived from documented and verified past purchase behavior and the technology currently in place. In 1957, Army mathematician Wiliam D.
  • HG DATA  |  THURSDAY, FEBRUARY 2, 2017
    [Analytics, Behavior] The Right Data Fuels the Artificial Intelligence Race
    But while a lot of sales and marketing departments look for things like contact records based on intent to purchase and persona-based data, HG Data’s dataset is different because it analyzes past purchases behavior. Because of our ability to analyze the relationships between buyers and vendors, our dataset is empirical…derived from documented and verified past purchase behavior and the technology currently in place. In 1957, Army mathematician Wiliam D.
  • WEBBIQUITY  |  TUESDAY, JANUARY 31, 2017
    [Analytics, Behavior] The 29 Best Web Analytics Tools
    Yet as pointed out on Marketing Charts , “What’s interesting to see is that CMOs don’t seem to be pursuing what’s being touted as the solution to the ROI struggle: marketing analytics.” ” Analytics tools can ultimately help measure ROI. But web analytics tools ideally provide marketers with actionable information. Metrics (measured by web analytics tools) provide actionable insights that feed back into content development planning.
  • ACT-ON  |  MONDAY, JANUARY 30, 2017
    [Analytics, Behavior] Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
    Instead of blasting a lead list with one-off emails, automated drip marketing campaigns give you the ability to plan out interaction pathways that take prospects on a customized journey based on their behaviors and preferences. Trigger Emails : These automated emails are triggered based on specific events or dates, such as an action taken (or not) by a website visitor, or a meaningful change in a customer’s behavior or profile.
  • PUREB2B  |  MONDAY, JANUARY 30, 2017
    [Analytics, Behavior] You Need to Define an Effective Criteria for Lead Scoring
    Behavioral Data. Things that you can look at include behavior on your website, email engagement, eBooks downloaded, and forms submitted. You could ask your sales or customer service teams about the characteristics of your best customers, which segment brings in the most revenue or which customers are most receptive to renewals. Track your customer behavior. Make sure that you have the appropriate analytics tools to collect relevant data.
  • TONY ZAMBITO  |  SUNDAY, JANUARY 29, 2017
    [Analytics, Behavior] New Approaches To Understand Customers Needed In A Digital Transformation World
    Approaches that go beyond the multitude of marketing analytical tools that are being introduced. That is, people are driven by goals and exhibit goal-directed behaviors when engaged in using products or services, as well as, in making purchase decisions. Digital technologies have enabled the ability to produce an overwhelming amount of data analytics. 6 – Use Analytics To Scale Insights. Illustration by Nikita Kozin.
  • MODERN MARKETING  |  TUESDAY, JANUARY 24, 2017
    [Analytics, Behavior] Why CMOs Need To Be Bullish On Mobile DMPs
    DMPs power cross-channel mobile marketing by: Building sophisticated audience segments across first- and third-party data for precision at scale. Generating robust audience analytics to get deep actionable insights into your mobile audience composition and in-market behaviors. Not sure why I used the word "bullish" in the title. I don't think I have ever used that word before in a title or any of the thousands of posts I have written.
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 23, 2017
    [Analytics, Behavior] How to Leverage Intent Data to Drive More Revenue
    Intent data is behavioral information collected about an individual’s online activities, combining both topic and context data, which I’ll explain in more detail below. There are several different categories of topic data: Anonymous 1st Party Behavioral: People visiting your website who are identified by their IP address, which is then mapped to their company’s name. Known 1st Party Behavioral: People visiting your website who have also filled out a form online.
  • INFER  |  TUESDAY, JANUARY 17, 2017
    [Analytics, Behavior] Leveraging AI for Sales & Marketing – Beyond the Hype
    In sales and marketing, the potential for 10x conversion rates and accelerated growth from AI-driven predictive analytics is enticing. Predictive Analytics vs Other AI Technology. In sales and marketing, predictive analytics is a type of AI that has gained impressive momentum in recent years. Predictive analytics isn’t the only type of AI used in sales and marketing applications, but it is where a majority of innovation is happening today.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 13, 2017
    [Analytics, Behavior] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    Now, with our new instance, we can reach our entire database with one email blast if needed, while also maintaining the ability to segment and personalize. We can also keep track of behavior, such as when a recipient opens an email, clicks links on landing pages, and more. In other words, we can cut right to the heart of our prospects and customers’ needs, and reach out to them in the ways that are most appropriate based on their actions and behaviors.
  • ACTIVEDEMAND  |  FRIDAY, JANUARY 13, 2017
    [Analytics, Behavior] The Importance of Understanding the Difference Between Personalization, Segmentation and Individualization
    Learn the Difference Between Personalization, Segmentation and Individualization The word “personalization” is thrown around quite a bit by marketers, but in general terms has a few different meanings. Instead of getting hung up on labels or buzzwords, it’s important to break down “personalization” and understand the similarities and differences of: segmentation, personalized messaging, and individualization. The reality is this is just beyond segmentation.
  • MODERN MARKETING  |  MONDAY, JANUARY 9, 2017
    [Analytics, Behavior] How Data Will Change Marketing in 2017
    Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the point of not knowing what to do with all the insights. Data will deliver more tailored recommendations related to each customer or segment that will enable more personalized content and interaction across social media and other channels.
  • KAPOST  |  FRIDAY, JANUARY 6, 2017
    [Analytics, Behavior] 10 New Year’s Resolutions to Improve Customer Experience
    You need to know which behaviors to cultivate and have the discipline and willpower to regularly execute those actions towards your goal. Eventually, when done correctly and consistently, these behaviors become a habit. Firmographic and demographic fields are key for segmentation, lead routing, and analysis. Create manageable, consistent business segments in all systems. Make sure ALL your systems and internal users and can identify and enforce these segments.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 3, 2017
    [Analytics, Behavior] 2 Zero Risk Predictions for 2017
    For everything else that happened in 2016, I think it’s best summarized as the “year where our collective analytics and predictive prowess failed us,” at least in the U.S. There’s an article I recalled from 2008 in Psychology Today which asserts, if our behavior (as humans) is completely predictable, then it makes it easier for other people to take advantage of us. Like when Amazon knows which products you prefer based on past buying or browsing behavior.
  • KAPOST  |  THURSDAY, DECEMBER 29, 2016
    [Analytics, Behavior] 10 Trends for B2B Marketing in 2017
    Dissecting the sales funnel and marketing to specific segments – TOFU, MOFU, BOFU, ROFU. When it comes to lead nurturing, look beyond the funnel and see it in segments. By really getting to know the customer and their behaviors through sales analytics, B2B organizations can begin to forecast needs and create campaigns that are hyper- targeted to a specific segment of the funnel. Paid media options that focus on segmented re-marketing.
  • INFER  |  TUESDAY, DECEMBER 27, 2016
    [Analytics, Behavior] Predictive Marketing: The Next Must-Have Technology for CMOs
    Predictive analytics is surging in popularity among marketing leaders. This technology eliminates a great deal of manual and redundant work from marketing and sales analytics, letting reps spend more time on high-value outreach and lowering chances that a calculation error will cost the company important deals. Predictive analytics lets you take large sets of data and mine them for actionable insights using specific types of AI.
  • SNAPAPP  |  WEDNESDAY, DECEMBER 14, 2016
    [Analytics, Behavior] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    Segment these campaigns based on each persona of yours and speak to their unique needs. so you should definitely use research tools (including Google Analytics on your site, Facebook Audience Insights, and the Facebook Ad dashboard of who is responding to your ads and where) to find out who your customer is and what devices they use. Cognitive Marketing / Predictive Analytics.
  • CONTENT STANDARD  |  SATURDAY, DECEMBER 10, 2016
    [Analytics, Behavior] Is Binge Watching the Next Video Marketing Metric?
    But there are still a number of ways in which marketers can encourage binge-viewing behavior within their own communities, without much change to their existing content engines. There are two primary forms that at the content level encourage this kind of viewing behavior. Red Bull has done this across many of its audience segments, and it continues to provide a powerful mix of episodic and series content that grabs headlines and bring viewers back for more.
  • CONTENT STANDARD  |  WEDNESDAY, NOVEMBER 30, 2016
    [Analytics, Behavior] 5 Brands That Are Marketing Smarter with Machine Learning
    The company’s suite of AI tools, which includes Adobe AnalyticsSegment IQ and Segment Comparison for Analysis Workspace, has a primary focus on audience insight. As Thor Olavsrud wrote : Segment Comparison for Analysis Workspace is the first in what Adobe promises will be a series of audience analysis and discovery tools within Segment IQ. Growing up, I wished I had a twin. Thank goodness I didn’t.
  • SNAPAPP  |  TUESDAY, NOVEMBER 22, 2016
    [Analytics, Behavior] 51 Essential Email Marketing Tips to Help Marketing Automation
    Segment, Segment, Segment. Use segments to organize your subscribers so you can send them more targeted, relevant content. Segments are powerful engagement tools – but consider also having a single, master list of subscribers to send broad updates to. Tailor those messages to your prospects, and consider sending different messages to different segments. Make Use of Behavioral Triggers.
  • HINGE MARKETING  |  TUESDAY, NOVEMBER 15, 2016
    [Analytics, Behavior] Is Automation the Right Marketing Solution for You?
    Segmentation. The key to getting the right message to the right person is segmentation. You want to segment your list as much as possible and tailor the journey from there. With automated marketing solutions, you can segment nearly any data point, including location, job title, job responsibilities, business revenue, status (lead, prospect, RFP/proposal, active client, past client), or the last time on your website. There are several benefits to dynamic segmentation.
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 8, 2016
    [Analytics, Behavior] What Qualities Should You Look for in a Marketing Automation Manager?
    This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. The ideal marketers for cross-channel, customer-centric marketing combine the creativity of an artist with analytical and data modeling skills. They need to be “feelers” who understand behaviors, expectations, and interactions and have a pulse on the buyer at any given point of the customer lifecycle. Product or segment marketing.
  • RADIUS  |  WEDNESDAY, NOVEMBER 2, 2016
    [Analytics, Behavior] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Here’s a great explanation from Tom Scearce at TOPO , a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers. It is developed through both qualitative and quantitative analyses; and may optionally be informed by predictive analytics software. B2B Marketing ABM ICP Ideal Customer Profile segmentation
  • RADIUS  |  WEDNESDAY, NOVEMBER 2, 2016
    [Analytics, Behavior] Stop Yelling At Prospects: How To Build An Ideal Customer Profile
    Here’s a great explanation from Tom Scearce at TOPO, a research and advisory firm: “The Ideal Customer Profile (ICP) defines the firmographic, environmental and behavioral attributes of accounts expected to become a company’s most valuable customers. It is developed through both qualitative and quantitative analyses; and may optionally be informed by predictive analytics software. B2B Marketing ABM ICP Ideal Customer Profile segmentation
  • MODERN MARKETING  |  TUESDAY, NOVEMBER 1, 2016
    [Analytics, Behavior] Over Half of Global CMOs Are Making Data Driven Decisions
    With topics such as predictive analytics and artificial intelligence growing in not only importance but popularity among the c-suite, the idea or concept of using data to determine and drive marketing decisions is hardly breaking news. This is all about the aforementioned single source of truth, the inherently important need for your organization to have a single customer identity that unites behaviors across all channels into one comprehensive profile.
  • INFER  |  TUESDAY, NOVEMBER 1, 2016
    [Analytics, Behavior] Hacking Content Marketing With Predictive Analytics [Slideshare]
    Last month, we co-hosted a Meetup with DNN to talk with Bay Area marketers about how predictive analytics can better inform their content marketing strategy. To learn more about how predictive analytics and content marketing go hand-in-hand, you can view the deck from the event below. What is predictive analytics? Predictive analytics are able to find patterns in historical, transactional, and behavioral data that identifies opportunities and risks before they ever occur.
  • HUBSPOT  |  THURSDAY, OCTOBER 27, 2016
    [Analytics, Behavior] Facebook Advertising Advice: 10 Tips From Experts at Trello, WeWork & More
    We use this data to develop audiences to identify potential members and further segment down to deliver ads that feature the WeWork offerings, locations, and services that we strongly believe will benefit them most.”. Since we host most of this on our website, we work with our web analytics team to track behavior of people coming from our Ads.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 26, 2016
    [Analytics, Behavior] 4 Tips to Make the Most of Predictive Analytics: Think Small Data and Automation
    So it’s no surprise that predictive analytics is an increasingly popular topic. Predictive analytics uses big data and machine intelligence to calculate how likely a specific outcome is based on customer data and historical actions. While this isn’t exactly the same as predicting the future, marketers can draw conclusions from predictive analytics to improve their key campaign metrics. Here are four tips to get the most out of your predictive analytics efforts: 1.
  • CONTENTLY  |  MONDAY, OCTOBER 24, 2016
    [Analytics, Behavior] How We Built Our Content Marketing Stack to Drive 10x ROI
    In each case, the technology in a stack tracks the user’s behavior and manages the brand’s response to this behavior. Prior to the publication of this article, we used Contently Analytics to determine the right topic, format, and tone for prospects looking to build their content team. Buffer: On Twitter, we tapped into Buffer analytics to ensure Drake saw organic Twitter posts at the most likely point of engagement.
  • TONY ZAMBITO  |  SUNDAY, OCTOBER 23, 2016
    [Analytics, Behavior] Rethinking Market Strategy In A Digital Economy
    Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. Specifically, how market behaviors are changing and how these changes impact not only customer behaviors but also market strategies.
  • PUZZLE MARKETER  |  TUESDAY, OCTOBER 18, 2016
    [Analytics, Behavior] Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative
    Segmenting and understanding your audience in real-time is a necessity today. This information paired with your performance analytics and lead management platform enable much smarter actions to be taken. Including their latest research on how mobile habits are changing consumer behavior. One of the best ways to evolve as a marketing professional is to generate, collaborate, and nurture ideas among like-minded peers.
  • MODERN MARKETING  |  FRIDAY, OCTOBER 14, 2016
    [Analytics, Behavior] Going Beyond Email Metrics: A Framework To Help You Plan Your Campaign
    Let’s go beyond the metrics and talk about the importance of planning analytics from the start, to help you measure the success of your eDM (electronic direct mail) campaign or program. In addition to their traditional roles as brand strategists and interpreters of consumer behavior, modern marketers need to be data savvy and ROI accountable. Setting up your analytics after a campaign launch is like trying to drive down the freeway using your rearview mirror.
  • HUBSPOT  |  FRIDAY, OCTOBER 14, 2016
    [Analytics, Behavior] How to Generate Leads From the Most Popular Pages on Your Website
    You can also use Google Analytics to find your most popular web pages by looking at your "Top Content" report. To get this report, log in to Google Analytics and go to Content Optimization > Content Performance > Top Content. And if you are getting leads from it, does your website make it easy for you to identify and quality those leads, segment them into appropriate lists with the rest of your marketing toolset, nurture them, and close them into customers?
  • BULLDOG SOLUTIONS  |  THURSDAY, OCTOBER 13, 2016
    [Analytics, Behavior] Timing Is Everything: When to Use Personalized Video
    With the introduction of social media, data mining and now predictive analytics, you’re behind if you’re not leveraging customer information (interests, behaviors, their name!) The existing nurture, segmented by product and solution, invited prospects to learn about common challenges on leading IT topics. A few years back, my mom gave me a T-shirt for my birthday.
  • BULLDOG SOLUTIONS  |  THURSDAY, OCTOBER 13, 2016
    [Analytics, Behavior] Timing Is Everything: When to Use Personalized Video
    With the introduction of social media, data mining and now predictive analytics, you’re behind if you’re not leveraging customer information (interests, behaviors, their name!) The existing nurture, segmented by product and solution, invited prospects to learn about common challenges on leading IT topics. A few years back, my mom gave me a T-shirt for my birthday.
  • MODERN MARKETING  |  THURSDAY, OCTOBER 13, 2016
    [Analytics, Behavior] 3 Mobile Marketing Trends You Can't Afford To Ignore
    A mobile DMP is a centralized platform that ingests, organizes, and segments an advertiser’s first- and third-party mobile and desktop audience data assets in one place for audience creation, analytics, and execution. Brands use mobile DMPs to: Build sophisticated audience segments across first- and third-party data for precision at scale. Generate robust audience analytics to get deep actionable insights into your mobile audience composition and in-market behaviors.
  • INFER  |  MONDAY, OCTOBER 3, 2016
    [Analytics, Behavior] CEO Insights: AI’s Last Mile
    We had to provide open APIs and build direct integrations for Marketo, Eloqua, Salesforce, Microsoft Dynamics, HubSpot, Pardot, Google Analytics and Microsoft Power BI. You go to where the user already is — that’s how you get sticky — not by trying to create new behavior for them to do on your own site (even if you can make your site look way prettier and function better).
  • CONTENTLY  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Analytics, Behavior] 4 Questions You Need to Answer Before You Create a Content Plan
    Behavior triggers take precedence over demographics. Instead of looking at traditional factors such as age group, HHI (a measure of marketing concentration), or geography, ask what behaviors, challenges, or motivators members of the target audience have in common. These audience identifiers can be as broad as customer segments or as specific as highly detailed personas. Use web analytics to examine which channels your audience arrives from, such as social, email, or search.
  • KAPOST  |  MONDAY, SEPTEMBER 26, 2016
    [Analytics, Behavior] 4 Ways Using Predictive Analytics Can Answer Your Sales Woes
    With 89% of B2B marketers using or planning to use predictive analytics, big data has now become an even bigger strategic asset. Leveraging predictive analytics takes the guesswork out of qualifying those leads. Predictive analytics hold incredible promise for your brand. Predictive analytics allow you to identify your best customer traits and create a set (or even a subset) of prospects with similar attributes.
  • ACT-ON  |  MONDAY, SEPTEMBER 26, 2016
    [Analytics, Behavior] 5 Key Differences Between Email Marketing and Marketing Automation
    There are hundreds of different marketing software tools out there, most offering some variety of automation, email, and analytical functionality. Email Behavior Tracking vs. Web Behavior Tracking. Many of the differences between email marketing and marketing automation stem from their analytical approach – what data the platform collects. Email marketing tools track a recipient’s behavior within your email campaign. Your business is getting traction.
  • TONY ZAMBITO  |  MONDAY, SEPTEMBER 19, 2016
    [Analytics, Behavior] Why Context Is More Important Than Content In Marketing
    The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases. Workspace by Universal Icons.
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 13, 2016
    [Analytics, Behavior] The 3 ABM Essentials You Need to Start Off and Take Off
    An ABM solution should have these three essential capabilities to support your strategy and ensure continued, scalable success: account targeting, cross-channel engagement, and account analytics. You should be able to segment these accounts into lists based on a number of factors such as industry, company size, geographic location, and more and score them based on factors like firmographics, cumulative behaviors, or even predictive capabilities.
  • INFER  |  WEDNESDAY, SEPTEMBER 7, 2016
    [Analytics, Behavior] Infer Infuses Microsoft Power BI with Predictive Intelligence to Deliver Next-Generation Sales Analytics
    Press Release: New Analytics Bring Unprecedented Pipeline Transparency to Best-in-Class Business Intelligence. a leading provider of predictive technologies that help companies win more customers, today launched a new sales analytics package for Microsoft Power BI. Infer’s new analytics package automatically feeds Infer’s predictive fit and behavior scores – along with defined profiles and rich customer signals – into a company’s business intelligence (BI) solution.
  • HUBSPOT  |  THURSDAY, SEPTEMBER 1, 2016
    [Analytics, Behavior] What Is Digital Marketing?
    With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software like HubSpot. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.
  • ANNUITAS  |  TUESDAY, AUGUST 30, 2016
    [Analytics, Behavior] Four Tips to Maximize Your Data
    Given that development, big data analytics has now become a field focused on taking massive databases and turning them into actionable insights. For example, if a database contains a lead’s assigned sales person, but not their geographical location or their company size segment, one could deduce these two pieces of information based on the rules for which leads get routed to which salesperson.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, AUGUST 25, 2016
    [Analytics, Behavior] ABM Vendor Guide: Differentiators for Result Analysis
    to unify data marketing campaign to opportunity mapping to support attribution combine data from marketing automation, Web analytics, and CRM track offline channels such as conferences, direct mail, outbound hone calls capture detailed interaction history for each Web visit (mouse clicks, scrolling, active time spent, etc.) and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, AUGUST 24, 2016
    [Analytics, Behavior] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    Target Scoring isn’t just any use of predictive analytics, which can also include things like finding surges in content consumption (used to identify intent) or recommending the best content to send an individual. abm vendor guide abm vendors account based marketing account scoring lead scoring marketing technology predictive analytics
  • MODERN B2B MARKETING  |  MONDAY, AUGUST 22, 2016
    [Analytics, Behavior] 3 Reasons Why Data is the Foundation of a Successful ABM Strategy
    B2B organizations have access to massive amounts of data from their internal marketing and sales activities, prospect and customer behaviors, and customer service information. You need to use data to score and segment accounts that have a high propensity to buy or fit the right parameters for your target market. Segment to Find the Best Targets. Segmentation is mission-critical for successful ABM.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, AUGUST 19, 2016
    [Analytics, Behavior] Guide to ABM Vendors: What's in a Complete ABM Stack?
    Right now, the more analytically inclined among you are probably wondering if there’s any pattern to which sub-functions are provided by the same vendor. custom message vendors, who create and deliver messages that are dynamically tailored to specific accounts or segments. Most of these vendors also qualify for the State-Based Flow sub-function because they automatically move accounts into new segments over time.
  • INFER  |  TUESDAY, AUGUST 16, 2016
    [Analytics, Behavior] Infer Launches Industry’s First Predictive Account-Based Behavior Scoring
    a leading provider of predictive technologies that help companies win more customers, today launched the industry’s most advanced account behavior scoring offering, which helps companies accelerate revenue generation by supercharging their account-based marketing (ABM) programs. Infer’s new Account-Based Behavior Scoring uses predictive analytics to help B2B companies identify marketing-qualified accounts that both look and act like ideal buyers.”.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, AUGUST 16, 2016
    [Analytics, Behavior] 5 Ways to Immediately Boost Account Based Marketing (ABM)
    And then as you develop your segmentation, your list, your approach, that’s important, the other is getting clear on how sales and marketing are working together and that’s creating service-level agreements. And they are doing things with behavioral or predictive lead scoring and predictive analytics and account marketing or segmentation etc. What are the five ways you can immediately improve your account based marketing (ABM) and selling?
  • TONY ZAMBITO  |  SUNDAY, AUGUST 14, 2016
    [Analytics, Behavior] Are Your Buyer Personas Data Overkill?
    However, what it lacks is the ability to develop a deeper understanding of the buyer story, their goals, and their goal-directed behaviors behind ultimate purchase decisions. The notion of operations is implicit in science, systems, processes, analytics, and rules. Enabling analytics and reports on profiling attributes and activities of buyers and customers as gleaned from a database. Confusing buyer personas as segmentation and profiling.
  • KAPOST  |  MONDAY, AUGUST 8, 2016
    [Analytics, Behavior] Marketing and Technology: Lessons from Salesforce’s Marketing Technology Director
    These foundational outcomes of marketing technology are complemented by many others, such as analytics and optimization, display tools, etc. This market mix model leads to the creation of campaigns in the “HOW,” the orchestration engine which executes campaigns, by identifying audience segments from the “WHO,” the prospect profile store, and pairing them with relevant content from the “WHAT.”. In an upcoming marketing campaign, Anne falls into a target segment.
  • BIZNOLOGY  |  MONDAY, JULY 18, 2016
    [Analytics, Behavior] Personalized content for more effective content marketing
    You have developed personas for your key audience segments, haven’t you? Once you know each audience segment well, you can tailor content to their specific needs and present that content in ways that highlights how your capabilities solve the problems they facing. Behavior-Based Content. Knowing your prospects’ behavior also means you don’t run the risk of asking them to repeat the same action. Don’t call them, they’ll call you.
  • IKO-SYSTEMS  |  TUESDAY, JULY 12, 2016
    [Analytics, Behavior] Marketing Automation vs. Automated Email Engagement: Which Is Right For You?
    MAPs track behavior of those interested in products or services to assess buying intent. By following link behavior, it records how users accessed the website via search terms or social media threads. Email scenarios are provided for circumstances and personas but are easily tweaked, stored, tested, and swapped within the engagement cycle thanks to engagement analytics and an easy-to-use dashboard. – Segmenting lists.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JULY 12, 2016
    [Analytics, Behavior] The new psychology of content consumption
    The dramatic behavioral shift in consumer content streaming behavior. By understanding the interests and cultural DNA of key audience segments, marketers are empowered to take an audience-first approach to making meaningful connections with ideal consumers. Artificial Intelligence Big Data and Analytics Content Marketing facebook Facebook marketing Podcasts Psychology and social media research Snapchat streaming video The Marketing Companion marketing companion podcasts
  • TONY ZAMBITO  |  SUNDAY, JUNE 26, 2016
    [Analytics, Behavior] 5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research
    This is as opposed to understanding the behaviors of communities and buyers within communities. Whereby an audience is a community of people and organizations who share common, as well as, unique goals and yet may exhibit different behaviors when it comes to influencing, decision-making, and purchasing. Invest In Understanding Goals And Behaviors. A key underpinning in being effective in connecting with today’s buyers is understanding the goals that drive their behaviors.
  • 6SENSE  |  THURSDAY, JUNE 16, 2016
    [Analytics, Behavior] Forbes and 6sense: The Publisher – Predictive Intelligence Solution
    This development finally helps bring visibility to the entire buying process by connecting data from web analytics, marketing automation and CRM tools. This is how it works: 6sense connects first party data (web analytics, marketing automation and CRM) adds Forbes activity data and the robust 6sense intent and static data network. Forbes builds targetable segments based on this data and serves up campaigns to match their stage of the buying process.
  • INFER  |  WEDNESDAY, JUNE 15, 2016
    [Analytics, Behavior] Predictive Analytics for B2B Sales and Marketing has Certainly “Crossed the Chasm”
    Predictive analytics for B2B sales and marketing has certainly “crossed the chasm”, but it’s still in the early adopters phase of the product development lifecycle, and will continue to mature. This will in turn increase the predictive power of our models and allow us to drive more targeted segmentation, recommend appropriate next-best actions, and ultimately make all of a company’s systems run more efficiently.
  • MODERN B2B MARKETING  |  TUESDAY, JUNE 14, 2016
    [Analytics, Behavior] CMO Spotlight: 3 Trends That Will Drive Digital Transformation
    In this digital age, successful organizations are keeping pace with technology changes and customer behavior. Understand Customer Behavior. It’s a great rebranding campaign on not missing opportunities of a lifetime; the foundation of which was built on understanding customer behavior. It was necessary for StubHub to first understand their audience’s behaviors and then speak to them as individuals.
  • INFER  |  WEDNESDAY, JUNE 8, 2016
    [Analytics, Behavior] New Relic Wins 2016 Demand Program of the Year
    This impressive achievement celebrates their success using predictive analytics over the past four years to create demand for New Relic’s software analytics products. One of our earliest customers, New Relic leverages Infer’s Behavior Scoring and Fit Scoring for both individual leads and B2B accounts. This two-dimensional view helps the team find what would otherwise be hidden segments of leads, interpate buying behavior and prioritize daily sales engagement.
  • INFER  |  TUESDAY, JUNE 7, 2016
    [Analytics, Behavior] Infer Makes Headlines with Latest Product Innovations
    D’Arcangelo noted that this resulted in “far more efficient ad spend, ad targeting by channel, segmentation, sales operations tactics and lead flow strategy.”. Additionally, we released an updated behavior scoring solution for Oracle Eloqua that enables the marketing automation platform’s users to increase the impact of their sales and marketing programs through better lead prioritization and campaign optimization.
  • MODERN B2B MARKETING  |  TUESDAY, JUNE 7, 2016
    [Analytics, Behavior] 3 Steps to Mobile App Personalization
    Maybe you started on email, using a marketing automation platform to send targeted, personalized emails to segmented audiences. With the right mobile engagement solution and analytics in place, you can glean a lot of valuable information about your users. Behavior: What did or didn’t the user do in your app?
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 2, 2016
    [Analytics, Behavior] 7 Marketing Automation Predictions: A SiriusDecisions Roundup
    It enables marketers to streamline demand generation, segmentation, nurturing, customer lifecycle marketing, cross-sell and up-sell, customer retention, and marketing ROI measurement….basically, In order for marketers to be successful, buyer interactions and behaviors must be analyzed in order to glean insights on how to maximize engagement and conversions. Prediction #7: Advanced Analytics Are Now Mandatory.
  • ACT-ON  |  WEDNESDAY, JUNE 1, 2016
    [Analytics, Behavior] Smart Agency Tips: How to Design Better Websites for Your Clients
    Anish vonAhlefeld of Intuitive Digital says she audits the current site’s content and pages, and reviews the analytics to get a better grasp on what is working and what is not. Today, the ideal website is “a listening salesperson… it watches customer behavior, sees what a visitor is most interested in, and pays attention to what info they’re drilling into,” says Milkowski, “and this informs the funneling and segmenting process.”.
  • MODERN MARKETING  |  WEDNESDAY, MAY 25, 2016
    [Analytics, Behavior] The Danger of Not Having the Right Testing and Optimization Technology
    Website optimization helps companies learn more about their audience and then more directly and accurately give each segment the experience it needs to convert. By running A/B or multivariate tests —the two most popular forms of optimization testing—businesses obtain data results that reveal valuable patterns in customer behavior so they can make better decisions about what content to show to which customers, at what time, and in what way.
  • ANNUITAS  |  TUESDAY, MAY 24, 2016
    [Analytics, Behavior] Avoiding The Predictive Analytics #Fail In Demand Generation
    Everywhere we turn, study after study claims marketing and sales leaders have “already implemented or are planning to implement predictive analytics in the coming 12 months.” But I bet “you know a guy who knows a guy” who is “killing it” with predictive analytics, right? We’re all running at the shiny object but not really thinking through what it means to really build and leverage predictive analytics as a component of outcome-based demand generation.
  • LATTICE  |  TUESDAY, MAY 24, 2016
    [Analytics, Behavior] The Next Generation Platform for Account-Based Everything is Here!
    For example: Demandbase runs an account-based program across 3,000 accounts (including enterprise and mid-market segments). While there are over a 100 new features in this release, there are two big themes we touch on: THEME ONE: Enterprise-grade Predictive Analytics. The B2B world is moving fast towards Account-Based Marketing, Account-Based Sales Development…well “Account-Based Everything.”
  • WEBBIQUITY  |  TUESDAY, MAY 24, 2016
    [Analytics, Behavior] B2B Marketing Trends 2016-2020: Social Media Breakfast Wrap
    The presentation detailed trends within marketing analytics, influencer and advocacy outreach, and marketing technology. Marketers are beginning to realize buyers are people, not demographic segments, and they are appealing more to the motivations that influence human behavior.”. What trends will drive B2B marketing over the next three to four years? Where should savvy B2B marketers invest their resources to optimize results over the next few years?
  • 6SENSE  |  MONDAY, MAY 16, 2016
    [Analytics, Behavior] SiriusDecisions Summit: The Art and Science of Predictive Intelligence
    The rigor and analytics that define modern-day marketing have allowed marketers to build the growth engines for their companies, better understand their audience, drive ruthless efficiency and enter the C-suite. During the past ten years we’ve witnessed an explosion of marketing channels like social, display, native advertising, search and video and the rise of technology that has allowed marketers to segment and reach relevant audiences in a 1-to-1 format.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, MAY 11, 2016
    [Analytics, Behavior] Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You)
    As Pointillist’s self-chosen label suggests, its own roots are in customer data analytics, not execution. Pointillist has optimized for customer analysis, meaning that customer behaviors can be analyzed almost instantly but combining information about customers is harder. The list could include all people in the event or a subset with specified behaviors. This post will resume the tour I started in March of journey orchestration engines – our new friend JOE.
  • 6SENSE  |  THURSDAY, MAY 5, 2016
    [Analytics, Behavior] How HP Uses 6sense to Find Customers in Active Buying Cycles
    As the Vice President and Global Head of Marketing Analytics for HP, Kevin Bolden is always looking for that extra edge that data-driven insights can offer his marketing and sales teams. With the rise of predictive intelligence and the ability to make sense of large amounts of customer data, HP wanted to take their marketing analytics to the next level and begin targeting customers in active buying cycles.
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