Category: Predictive Analytics

The Benefits and Limitations of Look-Alike Modeling

March 24, 2019

Account-Based Marketing, B2B Marketing, Ideal Customer Profile, Lead Generation, Predictive Analytics

Demand Gen Report recently published a white paper describing the benefits of using look-alike modeling powered by artificial intelligence (AI) to improve lead generation performance. The white paper argues that B2B marketers can use “AI-fueled” look-alike modeling to get more qualified leads that convert at higher rates. The principles underlying look-alike modeling aren’t new. For…
Why You Need to Be Careful With One Feature of the New Demand Waterfall

August 27, 2017

B2B Marketing, Marketing Strategy, Marketing Tactics, Predictive Analytics, Predictive Marketing

The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be labeled Use With Caution. In May, SiriusDecisions unveiled the latest iteration of it venerable Demand Waterfall with great fanfare. SiriusDecisions calls the new version…