Observed Intelligence at the TechTarget ROI Summit in Austin

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Peter Ross

VP, Corporate Marketing

observed intelligence at autin summitEarlier in the week I returned from our annual ROI Summit event in Austin, TX where we had the opportunity to present, interact and discuss marketing strategies with many local tech marketers. This year’s ROI Summit theme centered on the concept of “Intelligence Driven Marketing: turning data into deals” . This subject represented common ground for most of the attendees as they make the fundamental marketing shift from simply generating leads to synthesizing the data about these leads into much more actionable sales intelligence.

Observed Intelligence: Knowing vs. Guessing where deals are happening

Many marketers seemed to refer to this as the panacea marketing move to “Big Data” or “data analytics” . Regardless of how you want to define this shift, it became evident through several presentations, panel discussions, and one-on-one conversations that all the attendees agreed that observed intelligence is the most critical information a marketer can pull together. While predictive analytics empowers a marketer to theorize where their next deal is coming from, it is still at its core an exercise in guesswork (albeit an educated guess). Observed intelligence actually allows marketers to eyewitness the purchase intent of their customers and prospects. By fully understanding the digital body language of your customers, it’s possible to know their research patterns, content preferences, purchase intentions and whether they are actively engaged in the buying process.

Sales and Marketing Intelligence: Playing the Odds

observed intelligenceMany of the B2B marketers at the event admitted to using some level of predictive analytics from their own CRM systems as part of their marketing strategy and accept that much of the insight is largely inferred without any element of time, flow or change. In contrast, one presentation that stirred a lot of debate spelled out the key differences between marketing that uses predictive data as opposed to observed intelligence. In other words, many B2B marketers are more interested in real-time information that can identify where and when their customers are looking to make a significant technology purchase versus tools and data to guesstimate when a deal might be taking place. Regardless of approach, most of the marketers in attendance agreed that over the next several years, the market will change as more tools begin to marry predictive facts with observed intelligence of their customer base. Think of this process as deeply tapping into your entire marketing ecosystem to mine opportunities or better yet, “fracking your marketing data” in order to derive more intelligence from customer interactions.

Join the marketing conversation

As a marketer, there is nothing more important than being able to spend a day with a room full of your customers to listen to their feedback and better understand their priority goals and objectives.  And we look forward to seeing and hearing from more of our customers throughout the year at our upcoming Worldwide ROI Summit events to get their firsthand insight on how they are transforming marketing data to help drive more revenue. In the meantime, free to reach out, weigh in, and join the discussion by following the Twitter hashtag #TTGTSummit.

I hope to see you at the next Summit in San Francisco on April 17, or you can connect with me anytime on Twitter and LinkedIn.

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