Predictive Intelligence: Two Truths And A Lie


Familiar with the icebreaker game “Two Truths and a Lie?” Here’s a refresh: Players introduce themselves by making three statements—two of which are true, and one of which is false. It’s then up to the other players to guess which statement is which.

Maybe you’re familiar with predictive lead scoring or predictive analytics, but want to learn more about predictive intelligence. Take this quick test to see if you can separate fact from fiction.

Predictive intelligence offers as much to marketing as it does to sales.

True! Predictive intelligence helps marketing teams at every stage of the funnel by showing exactly where accounts are in the buying cycle. From awareness to purchase, campaigns can be executed more efficiently since marketing knows exactly what stage the buyer is in. For sales, it’s about pinpointing the truly “hot” leads—those that are ready to buy now. Reps close faster and benefit from insights such as product scores or predicted deal size.

The accuracy of predictive intelligence depends only on the quantity of data used.

False! Yes, “big data” is inherently a reference to a large volume of information from multiple sources. And while there’s a certain threshold of data quantity required for models to be truly predictive, predictive intelligence depends on quality and type of data as much as volume. Aggregating and analyzing multiple forms of rich data can uncover exciting insights beyond simply prioritizing your existing contacts (i.e., traditional lead scoring). For example, a predictive intelligence engine that incorporates data beyond your internal CRM or MAP – from publishers, forums, social media—can uncover net-new prospects researching your products that you don’t know about.

Predictive intelligence has specific applications for B2B companies.

True! If you’re a B2B marketer, you’ve heard of account based marketing. (Need a refresher? Read up here and follow #accountbasedmarketing on Twitter.) Predictive intelligence can inform marketing and sales at the contact and account level by linking together anonymous data with known contacts to paint a holistic view of an overall account’s propensity to purchase. After all, there can be multiple opportunities within a single account—and you shouldn’t miss any of them.

How did you do? If you guessed all three correctly, congratulations! If you want to find out more about predictive intelligence and how it might improve your business, get in touch!

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