Imagine you work for a company that provides technology to businesses and has the following go-to-market approach. You crunch external financial, demographic and technology data to determine the probability of any company fitting in the segments most likely to buy more of your solutions. You use external intent indicators, such as search terms and job postings, to understand whether these businesses have appetite to buy a solution right now. Without making a phone call, you have filtered every potential customer to identify those in your sweet spot looking to buy, by city. You then deliver digital advertising to the individuals who made those searches, tailoring the content to their segment. Your inside sales team calls them to offer the latest white paper on the topic they were searching for, and perhaps to set up a first meeting. Only then do you send a sales representative, who already knows their segment and the trends that interest them, and how your value proposition will appeal to them.

A few leading companies have, in fact, been taking just such a focused approach that stitches together the right data with customized marketing and sales analytics tools, to reach the right buyers with the right offering at the right place and time.

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