How much of your data is accurate, normalized, and instantly available to you? If you’re like most B2B companies, you could be mistaking quantities of data for quality data. According to a 2016 Experian poll of B2B organizations, nearly 75…
From big-data applications that provide accurate predictive analytics to AI virtual assistants, technology has transformed the insurance industry. To gain insight into how technology supports insurers’ business goals and discover more about technological innovations and applications in the insurance sector,…
Every customer has a story to tell, and understanding that story helps you discover new leads with similar tales. A buyer’s journey describes a narrative arc that includes many of the same elements you’d find in epics from Beowulf to…
Think about your local public library. It’s more than just a warehouse for books; it’s also a meeting place for groups, a social center, and a wellspring of information for researchers. Your marketing database is likewise much more than a…
When it comes to segmentation, some lines seem easy to draw. Segmenting your market by geographical location, company size, or annual income makes sense. But are these the only ways in which you can group your target audience to gain…
There’s one constant companion your leads take with them on every part of their buying journey: content. SEO content is there for them when they start their search by typing a few keywords into the Google search bar. Feature articles,…
You have a hidden superpower, and you might be surprised how often you use it. Remember that dress that was blue and black (or was it white and gold)? Maybe you used it when you read a graph or saw…
In her Harry Potter universe, J.K. Rowling’s magical sorting hat at Hogwarts automatically placed incoming students into the house where they would find the most success. You may not have wizardry at your disposal to tell your Gryffindor from your…
In some aspects of your marketing strategy, you can easily see and course-correct if you aren’t headed in the direction you want to go. Lead generation is a little trickier because mistakes may not take you in entirely the wrong…