Come see us at this year’s Marketing Technology Conference! From March 31 through April 1, we’ll be at the San Francisco Union Square Hilton sharing the latest from Fliptop, predictive marketing best practices, and offering tips to help you supercharge your marketing strategy with predictive technology.
If you’re not familiar, MarTech is a conference for the growing community of hybrid professionals who are both marketing and tech-savvy.…
It’s a familiar situation for most marketers. You head into your boss’ office, feeling pretty satisfied with yourself after a big month of lead generation. Thinking you’ve killed it and beaming with pride, you present your lead numbers, only to be promptly shot down. Rather than the praise you’d anticipated, your boss gets right down to it:
“I don’t care about leads… talk to me about revenue.”
Joe Lucas, Director of Demand Gen and Marketing Operations at InsideView, recently found himself in this very position.…
Predictive lead scoring has grown into a hot topic in the past 12 months. SiriusDecisions reports that there are nearly 14 times more B2B organizations using predictive lead scoring today than in 2011. If you are thinking about predictive lead scoring but unsure where to start watch this webinar and learn how can you implement predictive lead scoring in your Marketo and see improvements in conversion and win rates.
In my final post in the four part machine learning overview, I talk about the bias-variance tradeoff in machine learning and how it plays a role in models that overfit or underfit. Overfitting and Underfitting are both undesirable behaviors that must be countered.
First I’ll introduce these topics in general, then I’ll explain how they come into play with logistic regression and random forests.…
The pace of innovation in marketing technology is astounding. The past year has seen the rise of many new and exciting technologies but perhaps most notably, 2014 was the year of the “marketing cloud.” Adobe, Salesforce, SAP, IBM, and Oracle all have their own take on the one-stop enterprise software, promising a complete set of integrated solutions to help marketers maximize and measure impact from a single platform.…
“Using Fliptop we were able to improve our lead to MQL conversion rate from 8% to 17%. That’s a 2x improvement.”
- Joe Lucas Director of Demand Gen & Marketing Operations, InsideView
InsideView provides customer intelligence for marketing, sales, and account management. The company’s pioneering technology helps more than 450,000 sales and marketing professionals source more qualified leads, gain their trust, and win their business.…
In our third post on the four part series on how machine learning works I’m going to explain two types of models that we use for our customers; decision trees and random forests. Random forests are more advanced learning models that are capable of creating more complex decision boundaries than logistic regression (covered in our last post). The “forest” part of the name means that it is made up of multiple decision trees.…
Predictive lead scoring has grown into a hot topic in the past 18 months. SiriusDecisions reports that there are nearly 14 times more B2B organizations using predictive lead scoring today than in 2011. With any new technology the questions arise of “what does this technology do?” and “how can it help me accomplish my goals?”
If you’re like most companies, you’re constantly on the hunt for ways to improve lead conversion rates and build higher quality pipeline.…
When evaluating a predictive lead scoring vendor, potential customers tend to prefer a black-box style of evaluation, in a legitimate imitation of the blind testing procedure in medical research. The purpose of these tests is to evaluate whether an analytics product will perform well in deployment, rather than simply on the initial evaluation data. However, sometimes the blinded nature of the test can defeat your true goal.…
Hot on the heels of a partnership with Dun & Bradstreet, the announcement of the Datalogix acquisition marks an aggressive move on Oracle’s part — an attempt to prove to the market that it’s getting serious about data-driven marketing. Salesforce added Datalogix to its marketing cloud back in April 2014. This Oracle acquisition will probably be making some Salesforce folks feel like they got a lump of coal in their stocking this year.…
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