Today’s digests of curated articles summarized for your quick review:
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MarTech requires constant optimization to continually squeeze ever improving performance.
I’ve been waiting for an article like this: guidance on how to select a predictive solution. Outstanding!
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A case where predictive is used to help with social media influencers.
As you could have predicted, prediction is big these days. Big enough, in fact, that leading B2B practitioner Radius today announced new investment funding of $50 million.
That brings the total raised to date by the San Francisco-based company to $125 million, which CEO and cofounder Darian Shirazi told me via email was “almost as much as the [other] predictive providers combined.”
Those others include such competitors as Lattice Engines and Infer. Shirazi noted that they “built [predictive] models to help sales prioritize leads, then help marketing operations accelerate existing leads, and now they’re partnering with data providers to deliver net-new [customers] in existing markets.”
MarTech is the best tool available to bridge the gap between Sales and Marketing.
Watch for EVERYTHING to run through predictive engines.
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Washington-based start-up IntellaSphere this week announced the launch of a low-priced, cloud-based marketing guidance center, and suite of associated tools, aimed primarily at the SMB segment.
IntellaSphere is very much a marketing tool. It does provide a platform for publishing and sharing content across the main social channels, and also serves to monitor relevant brand conversations across the network. Distinctively, it throws some key marketing functions into the mix. The Connections Relationship Management system integrates social activity with CRM, profiling online connections as prospects and tracking their behavior. In effect, it automatically builds a prospect database.
IntellaSphere starts at $9.95 per month for one user and five profiles. I noted that the highest priced package (for agencies) was priced at $299 per month, but only served 25 users–somewhat short of what even some medium-sized businesses might need. Worrall told me that the packages can be customized to add users and connections.