ICP<\/a> and qualify them. In addition to usual attributes, more nuanced ones like funding data could help make your account qualification process leak-proof.<\/p>\nWith B2B organizations jumping to account-based engagement, understanding your ICP is more critical than ever. But how many organizations really know their ICP? This means they don\u2019t know whom to sell to.<\/p>\n
To understand the impact of account attributes, we fed our model with the historical data of active opportunity accounts and their attributes. The model was able to differentiate the accounts with a higher probability from a list of equally engaged accounts, entirely on the basis of their attributes. This will help us identify the market segments that we need to target.<\/p>\n
As an example, if the historical trend suggests exceptionally few opportunities created from small businesses, it doesn\u2019t make sense to go after accounts of this size. No level of engagement is going to improve the probability for small-sized accounts.<\/p>\n
Tip:<\/strong> This is potentially big for B2B companies that don\u2019t have a clear understanding of their ICP. With a historical-data based machine learning model, a company could easily focus on its ideal market segments. Not only does it help you win opportunities in your current market but expand your TAM too.<\/p>\n<\/span>A scalable and repeatable pipeline generation process<\/span><\/h2>\nMarketers can contribute to a sales process that lands deals regularly by bringing in more reliability to the account qualification process. Combining intent, engagement and account attributes to surface marketing insights using machine learning is a way to do this.<\/p>\n
This could be game-changing for B2B companies. Especially when built into a machine learning model like we did, marketing and sales can work hand-in-hand and avoid the MQL vs SQL war. Ultimately, the pipeline process becomes more predictable and scalable.<\/p>\n
Learning from your historical data, a model of such caliber helps you gauge the readiness to buy and identify new markets or a shift in ICP. In addition, the possibility to train and retrain AI and ML models means that there are unlimited possibilities to uncover latent trends as your data pool grows.<\/p>\n
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\u00a0<\/b><\/p>\n
Ravindra
\n<\/b>Data Scientist @ BambooBox<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"
When it comes to revenue, building a predictable pipeline generation process is everything. To do this, marketers need to identify and pass on more quality leads to sales. But marketing will pass on more leads with higher probability to become an opportunity when they can predict it themselves. Why do most marketers struggle to determine […]<\/p>\n","protected":false},"author":1,"featured_media":8634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[94,97],"tags":[115,95,183,118],"class_list":["post-8632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-demand-generation","tag-b2b-sales-and-marketing","tag-buying-journey","tag-intent-data","tag-sales-pipeline"],"acf":[],"_links":{"self":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8632","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/comments?post=8632"}],"version-history":[{"count":0,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8632\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media\/8634"}],"wp:attachment":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media?parent=8632"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/categories?post=8632"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/tags?post=8632"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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