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Learn more: www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 5 who can make the decision to buy. A CRM can provide a good head start in finding key decision makers, but predictive technologies can track millions of companies and contacts. If you know common titles of decision makers in target accounts, but don't know individuals, predictive technologies can provide you with a list of contacts from your high-scoring target accounts. Working with content syndication partners can be a good way to market content to these key decision makers, once you know who they are. Because you've used predictive modeling to narrow your list to only highly qualified leads, you reduce waste—all your content syndication spend is focused on nurturing highly qualified leads within accounts that are most likely to buy. Tip Don't batch and blast your list of target decision makers or drop them into a nurture track. People will get angry and unsubscribe. Consider best practices for contacting target accounts— take a more personalized approach. Develop a good calling script for talking to them that addresses their specific pain points. And if you send direct mail, be sure to make it relevant to the individual based on key data points in your predictive model. PERSONALIZING CONTENT WITH PREDICTIVE INSIGHTS Output generated by your predictive model will tell you what leads match your ideal profile, based on your customer DNA. Differentiating characteristics can cover a wide range of data points, including IT tool choice, hiring patterns, financial data, compliance requirements and more. This helps you figure out what's really important to your ideal customer. Armed with a better understanding of the issues they face, you can customize messaging and content to be more current and relevant. For example, Mintigo works with a company called Neustar SiteProtect, which sells IT software solutions. As the company set up its predictive model, they discovered that a key data point for conversion was a customer's use of Amazon Web Services (AWS). Why? These companies

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