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Predictive data & ABM: How to move from account lists to account contacts

Predictive data & ABM: How to move from account lists to account contacts.

Predictive marketing holds tremendous promise, especially in identifying the optimal accounts and prospects to engage. According to the Aberdeen Group, B2B marketers are leaning into predictive in a big way; more than 50 percent of B2B enterprise organizations are now using, piloting or plan to implement predictive analytics in the coming year.

Big growth numbers — fast. The potential payoff is enticing: a much more effective way for marketing and sales teams to collaborate and use data to identify, engage, nurture and create customers from organizations most likely to purchase.

With the right mix of technology, cheap processing power, sophisticated data models and data science talent, companies can now apply predictive data to demand marketing efforts to increase their impact. It all starts with the account list.

Today, so much effort and emphasis are placed on account-based marketing ABM and the infamous account list. The list — ideally informed by predictive models — discovers the target accounts that are most likely to be interested and to buy your solution or service.

This is a critical effort to get right.


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marketingland.com

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