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From individual insights to company-level insights: Leveraging machine learning to drive B2B marketing growth

Caitlyn Wood  (Senior Data Scientist, IBM)

Location: Room 150B

Date: Wednesday, September 27

Time: 8:25 am - 9:05 am

Pass Type: Digital Pass, All Access Pass, Main Conference

Conference Theme: Data Science

Session Type: Session

Track: Measurement & Modeling

Vault Recording: TBD

Audience Level: Intermediate

In this session, we will explore how we use data science to move from individual insights to company-level insights to improve B2B marketing and sales efforts. We will discuss the importance of a subset of high intensity accounts that result in high conversion, and how to identify these accounts. Furthermore, we will explore our semi-supervised look-alike model to identify accounts for prioritization and nurture. Lastly, we'll show practical strategies for incorporating these insights into marketing events, campaigns, and sales outbound cadences.


By the end of the session, attendees will
1. Understand the importance of company level insights in B2B marketing growth,
2. Learn how to identify patterns of engagement for high intensity accounts,
3. Understand the use of machine learning to predict look-alike accounts for nurture,
4. Learn how to incorporate insights into marketing tools and processes.