The industry is buzzing these days with marketers eager to test and prove the latest predictive marketing data. The idea is simple: By targeting companies that have a record of investing in a product category, you benefit from greater efficiency, a higher close rate, and shorter sales cycle.
That type of predictive-driven targeting manifests itself in the form of a “Named Account” list. It’s usually based on user or company activity, and used either programmatically through systems like Demandbase or as a shared list given to third-party media vendors with the instruction of “only send leads who work at these companies.”…
What You Can Learn About Account-Based Marketing From Behavior-Driven Advertising
