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AI: The Beating Heart of ABM - DMNews

AI: The Beating Heart of ABM - DMNews | The MarTech Digest | Scoop.it
What now seems clear is that the future of ABM — or at least high quality ABM — has as much to do with AI and machine learning as with the MA hub. Why?
"It's about intimacy at scale," said Demandbase CMO Peter Isaacson in his keynote. "As marketers we've fallen in love with volume. We've replaced intimacy with volume. That's just a broken system." Ironically, it's the machines which can bring human intimacy back. It's precisely AI that creates the potential to market to hundreds of accounts — and the individuals associated with those accounts — in a personal way. As Alan Fletcher, Chief Product Officer, told me later in the day, it's that old marketing goal "real time engagement" — the ability to catch the right person at the right time and say: "You need to read this now."
The AI emphasis suits Demandbase very well, of course. Last year it applied AI under the hood to power its DemandGraph offering — which essentially tracked and predicted the behaviors of B2B buyers around the globe by interpreting hundreds of terabytes of unstructured data and billions of web interactions: impossible without intelligent machines.
CYDigital/marteq.io's insight:

Marketing automation needs to grow up.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Leadspace Debuts AI-Driven Audience Management Platform - Demand Gen Report

Leadspace Debuts AI-Driven Audience Management Platform - Demand Gen Report | The MarTech Digest | Scoop.it
Leadspace, a lead generation services company, announced the launch of an Audience Management Platform for B2B marketers. The platform is designed to improve the scale and quality of available data, as well as make recommendations and prioritize the most effective marketing actions.

The Audience Management Platform features audience discovery, audience data management and audience modeling, and combines first-party data with third-party data from more than 40 sources using predictive analytics and artificial intelligence. All information is displayed on a single dashboard, and reveals new leads based on industry, company and people most likely to buy.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Leadspace offers AI solutions for Salesforce | FierceCMO

Leadspace offers AI solutions for Salesforce | FierceCMO | The MarTech Digest | Scoop.it
Leadspace recently announced some new offerings that will give B2B marketers new AI tools within Salesforce.

Leadspace last week becomes the only Salesforce vendor that delivers predictive scores and intelligence directly into a Salesforce panel. Salesforce CRM users will instantly see the predictive score of every lead, contact and account in their CRM, plus the predictive signals contributing to the score to help them understand the score's basis and value. Enriched information about leads and their companies will also be available.
CYDigital/marteq.io's insight:

Ahhhh...see the shift from predictive to AI???

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Leadspace Debuts Predictive Analytics Integration For HubSpot

Leadspace Debuts Predictive Analytics Integration For HubSpot | The MarTech Digest | Scoop.it
With the integration, HubSpot’s 18,000+ users can take advantage of Leadspace platform offerings, including:

  • Leadspace Discovery, which is designed to help users find net-new leads that match the profiles of their best customers and build campaigns to engage with them;
  • Leadspace Enrichment, which helps analyze contacts and accounts already in marketers’ HubSpot database to ensure they are up-to-date, using data aggregated by the Leadspace Virtual Data Management Platform; and
  • Leadspace Scoring, which uses Leadspace’s predictive analytics to score and prioritize leads.
CYDigital/marteq.io's insight:

Very nice for HubSpot users, and makes complete sense if you want to position yourself as a true platform.

 

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Leadspace launches API, partners with Engagio - FierceCMO

Leadspace launches API, partners with Engagio - FierceCMO | The MarTech Digest | Scoop.it
Marketing analytics platform Leadspace has launched an open API platform to give data-driven sales and marketing teams the ability to incorporate the company's real-time data, lead enrichment and predictive scoring, making it actionable inside every major CRM and marketing automation platform.

Leadspace API has been in beta testing by select Leadspace customers. The platform was created to connect marketers to better data more quickly, to make the demand generation process easier, and to make predictive insights actionable across an organization's entire marketing technology stack.

The company also announced a partnership that will bring its predictive analytics and lead-to-account matching available on the Engagio account-based marketing platform.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions. #MarTech #DigitalMarketing

CYDigital/marteq.io's insight:

Right out of Crossing the Chasm. Geoffrey Moore is a genius.

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Predictive Analytics Firm Leadspace Raises $18 Million - WSJ

Predictive Analytics Firm Leadspace Raises $18 Million - WSJ | The MarTech Digest | Scoop.it
Predictive analytics firm Leadspace has raised $18 million in new funding to expand its business of helping business-to-business marketers find potential new customers.

The funding brings Leadspace’s total capital raised to $35 million. This latest round was led by Battery Ventures and included previous investors as well.

Leadspace taps into social and Web data that’s publicly available about potential customers — such as information on company websites, hiring boards, Linkedin, Twitter and blogs– in real-time and matches that data across different sources, such as Madison Logic, HG Data and Dun & Bradstreet as well as company databases. It then uses a predictive analytics model that assigns potential customers a score to determine how likely they are to buy a marketer’s product or service. Such information can be used to better focus sales and marketing efforts on the strongest customer leads.
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Leadspace adds B2B intent data via partnership with Madison Logic - FierceCMO

Leadspace adds B2B intent data via partnership with Madison Logic - FierceCMO | The MarTech Digest | Scoop.it
Leadspace announced that it has partnered with Madison Logic to add B2B customer intent data to its platform. The company said the partnership will give B2B marketers insight into their customer buying research, helping them score and prioritize leads for immediate action.

"By bringing together best in class insight and intent data at the individual level, Leadspace's clients are starting to see the predictive analytics really pay off in both net new pipeline creation and improved conversion rates," said Doug Bewsher, CEO of Leadspace, in a statement. "Predictive Analytics is moving rapidly from the realm of early adopters, to a must-have requirement for every B2B marketing team."

The company also unveiled Profile Wizard, a self-service tool designed to automate the process of building Ideal Customer Profiles (ICPs).


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CYDigital/marteq.io's insight:

The inevitable continues. It's starting to become a situation where if 3rd party data is not bundled, you're not competitive.

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