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Some predictive modeling solutions consist of simple screens that require
minimal configuration—simply uploading lists and completing some basic field
matching is sufficient. Once the information is submitted, the model can produce
results in as soon as 15 minutes, depending on the volume of customer data you give it.
Once your predictive model is created, you can rank all the accounts in your CRM and
marketing automation systems and score them against your ideal customer profile. You can
then choose which accounts to set as your target accounts; for example, you may choose to
target only those accounts with a predictive score of 80 or better. The predictive model will
also provide you with a list of net-new accounts that may not exist in your systems yet. The
combination of your target accounts and net new accounts becomes your total addressable
market, and provides a solid foundation for launching your ABM strategy.
IS MORE DATA BETTER?
Typically you need enough data to run an accurate model. If you only have a few customers in
your positives list, results will be much less significant than if you have hundreds. It's important
that your data is scrubbed and accurate; however, you don't need to include too many fields—
the predictive model will add data points it finds on its own from crawling the web, enriching
your existing data with new information.
LEVERAGING PREDICTIVE INSIGHTS
Predictive technologies can be used effectively in the following four areas:
1. Discovering target accounts
2. Identifying decision makers and influencers
3. Personalizing content with predeictive insights
4. Engaging customers through multiple channels
