Excerpt...

Let’s look at some of the ways marketers can use predictive intelligence data to improve nurturing and create opportunities:

-- >  Call center: Create call scripts tailored to your prospect using company and category intelligence and improve lead qualification rates.

-- >  Marketing automation: Route prospects to the right campaign and ensure communications are properly personalized based on company size, industry, job role, and level of interest in your products.

-- >  Advertising: Only advertise to key companies and adjust messaging and landing pages based on purchase intent and company attributes.

-- >  Retargeting: Stay visible to your prospects after they reach your website. Tailor messaging according to the intent they show at your website and across the rest of the B2B web.

-- >  Social media: Only target ads to prospects at key companies when they are on LinkedIn, Twitter and Facebook.

-- >  List acquisition and lead generation: Educate and nurture prospects from key companies while building your database with net new contacts.

-- >  Website personalization: Make each visit as useful as possible by integrating audience data from predictive intelligence scoring into your content management system, personalization and testing tools.

-- >  Sales calls and conversion: Help reps prioritize the right prospects and arm them with the intelligence to secure meetings, RFPs, and close deals.

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Condensed...

What is Propen­sity Scor­ing and what does it do? What propen­sity scor­ing will do is give you the abil­ity to iden­tify high-value audi­ences which have the high­est like­li­hood of spe­cific actions such as con­ver­sion, email opens and responses, con­vert in store after an online ses­sion or even those who are most likely to pick up the phone and ring you up. Check out the release notes!

Mar­keters now have a way to iden­tify the best can­di­dates for their efforts and make more informed mar­ket­ing pur­chase deci­sions. What would you do if you could pre­dict between two email cam­paign pro­pos­als the one which was likely to have the high­est response and con­ver­sion rate? The impli­ca­tions are broad and go across chan­nels of data to be lever­aged wher­ever your cus­tomers are engag­ing with you brand.