Dive Brief:
- Mintigo is rolling out a new product that enables predictive modeling for B2B marketers looking to improve messaging.
- For now Mintigo’s product, Predictive Campaigns, is integrated with Oracle’s Eloqua marketing automation platform but it plans on adding more vendors next year.
- In a statement a Mintigo spokesperson said, “While marketers are taking advantage of more and more marketing technologies available on the market, the issues of manually wading through a great deal of data, figuring out how to piece these disparate technologies together, and engaging the target customers with relevant messages at the right time still remain a challenge.”
Dive Insight:
Analytics company Mintigo is rolling out a new product in invitation only beta called Predictive Campaigns. The product is designed to improve B2B messaging.
According to the company, the tool “uses predictive models that learns in real-time for analyzing prospects’ responses to marketing and sales activities in order to forecast the optimal set of campaign actions. The result is engagement with your best prospects as you’ve never experienced before, which increases conversion rates and ultimately sales.”
Mintigo Chief Product Officer Atul Kumar told Marketing Land Kumar the goal with Predictive Campaigns to help businesses avoid the hassles surrounding B2B marketing campaigns such as guessing, manual setup and rule-based responses. Kumar added that the new product is intended to serve as the next step in predictive marketing's evolution.
Meanwhile, in an interview with Marketing Dive, Leadspace Senior Director David B. Thomas said, "B2B marketers are finding that predictive analytics platforms give them much better context for creating content marketing campaigns. It’s great to know your prospects’ titles and email addresses, but it’s much better to be able to pull an up-to-date list of prospects actively looking for what you’re selling, who have the responsibility to make the purchase decision and the budget to pay for it."