Conversions Are the New MQLs

Marketing Qualified Leads (MQLs) are pretty much what their acronym suggests. A prospect engages with a brand in a way that marketing can capture, like filling out a form. Next, their profile is sent through a set of qualifications. If it passes, Sales is flagged for a follow up. Ta-dah! A lead that marketing has …

Correlation vs. Causation: A Serious Upgrade in Marketing Insights

You could say that marketing campaigns are only as good as the data we collect. These insights are powerful and it helps us understand how to spend our dollars to put in our ideal lead.  But what if those insights aren’t giving us the full story, but we’re acting on them anyway? Then all of …

The Future of Lead Scoring is Prescriptive

For over a decade, marketers have been using lead scoring to prioritize their engagement activities and drive revenue. Now it’s time to move on, and use the right tool for the job. We’ll show how a prescriptive approach is more effective and will do a much better job. Lead scores The primary use of lead …

Why Now’s the Best Time to Invest in Customer Journey Analytics

Customer experience is a business imperative today. In difficult times, customers are more uncertain and fickler than ever. To keep your customers engaged, you need to make every touchpoint relevant, consistent, and convenient. Data and customer journey analytics enables personalization throughout the buying experience. To make it work, you must unlock insights from data and …

10 Benefits of Using Data Science in Your Organization

Data is at the core of disruptions around the world. By 2020, we’re hitting 44 trillion gigabytes of data, according to IDC. When organizations have a system that generates actionable insights from data—fast and at scale—the benefits are sizeable. Data, the new oil, for business For businesses, data has become a significant asset. Leaders constantly …