TechTarget and SiriusDecisions: Beyond Predictive - What You Can't See Can Hurt
4 likes3,597 views
This document discusses the importance of using exogenous, or external, behavioral data to better understand prospects and reduce false positives and negatives. It explains that most buyer activities occur outside a company's view and describes different categories of prospect data, including low and high resolution descriptive data, predictive episodic data, and behavioral data. Exogenous behavioral data obtained from third parties can provide insights into a prospect's full buying process and interests to help marketing and sales teams make better decisions.
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![©TechTarget 41
Solution varieties out there
Intent Insights
(Data Inputs)
Predictive Platforms
(Data “Organization”)
Marketing/Sales Overlays
(Applied Data)
[Programmatic/DMP]
1 2 3](https://image.slidesharecdn.com/techtargetsiriusdecisionswebinar420slides-170427164938/85/TechTarget-and-SiriusDecisions-Beyond-Predictive-What-You-Can-t-See-Can-Hurt-41-320.jpg)
![©TechTarget 43
Solution varieties out there
Intent Insights
(Data Inputs)
Predictive Platforms
(Data “Organization”)
Marketing/Sales Overlays
(Applied Data)
[Programmatic/DMP]
• Accounts only
• Hypothesis methodology
• Shallow info
• Based on your historical
signals
• Account-basedview;
lackingnew named
prospects & activity
• Org structures & contacts but no
senseproject interest/involvement.
• Limitedpermissions
• TOFU (programmatic)
WHO? WHAT?
WHEN?
WHO?
WHAT? WHEN?
WHO? WHAT? WHEN?
1 2 3](https://image.slidesharecdn.com/techtargetsiriusdecisionswebinar420slides-170427164938/85/TechTarget-and-SiriusDecisions-Beyond-Predictive-What-You-Can-t-See-Can-Hurt-43-320.jpg)
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