A Case Study in Data-driven B-to-B Customer Acquisition Marketing
My new book, B2B Data-Driven Marketing: Sources, Uses, Results, is launching in a few weeks. While preparing case studies for book, I had the fun of interviewing a bunch of very smart B-to-B marketers to learn how they were applying data and analytics to their marketing objectives. One of the most compelling stories came from Doug Sechrist, vice president of demand marketing at Five9, a cloud contact-center software company based in San Ramon CA. Here’s a sneak peek of Doug’s success in finding new customers using lookalike modeling.
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