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  1. Predictive Marketing Blog /
  2. Posts by Matthew Cameron
B2B Marketing

How To Improve Campaign ROI With Predictive Lead Scoring

Half the money I spend on advertising is wasted; the trouble is I don’t know which half. This legendary quote still holds true for many marketers, even in the era of digital advertising. Despite the proliferation of online ad platforms and marketing measurement software with sophisticated campaign tracking and analytical horsepower, it remains incredibly difficult…Continue Reading

Matthew Cameron on September 20, 2016
4 minute read
B2B Marketing

Look-Alike Targeting Can Be Deceiving

Customer segmentation is the bread-and-butter of B2B marketing. Yet marketers are often at a serious disadvantage when performing segmentation because they rely on inaccurate or incomplete data. In fact, Forrester found that the top three data sources that marketers use for customer segmentation are manual inputs from sales reps, static list purchases, and manual inputs…Continue Reading

Matthew Cameron on September 16, 2016
4 minute read
B2B Marketing

The Future is Here With Predictive Account-Based Marketing

Account-based marketing (ABM) isn’t a new topic, but today it’s catching fire like never before. This explosion in popularity is due to parallel economic and technological trends that have made account-based marketing an essential strategy for B2B marketers. The growing adoption of customer relationship management (CRM) and marketing automation technology (MAT) systems has created an…Continue Reading

Matthew Cameron on August 1, 2016
5 minute read
B2B Marketing

How To Evaluate Software Integrations: 3 Important Considerations

We’ve all been there. You’re searching for a software product to enhance your marketing organization, and the first thing you investigate is whether the solution integrates with key components of your existing technology stack. This makes sense. No one wants to deal with the consequences of implementing a product that is disconnected from other critical…Continue Reading

Matthew Cameron on July 20, 2016
4 minute read