Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP (Part 3)

Sramana Mitra: That’s what then drives all the actions on the site of the technology company who’s your client in terms of who’s looking at their stuff. You’re basically having them market further to them whether it’s through email messages or further display advertising or telesales calls.

Jim Regan: Let’s use Oracle as an example. This is outside of Oracle’s stuff. This isn’t any Oracle digital property that they’re browsing through. They’re all over the web. They’re outside of Oracle’s firewall, but they’re still doing their pre-purchase research right before they want to interact with an Oracle sales person. They’re doing two or three weeks worth of research. It’s not just one individual. We’re seeing this over and over again.

When you aggregate all that together, you can really see a spike in the amount of research and content they’re consuming around a very particular topic outside of any Oracle digital property. They’re just like a normal consumer in the B2C space. In the B2B world, we’re acting the same way. We’re doing research. We want to educate ourselves. We want to create our own shortlist before we get bombarded with sales and marketing messages.

The next phase of this is how does this changes telemarketing. Think about the way Salesforce, Eloqua, and Marketo made these big, dynamic platforms. You create a segment and you map your content to that segment. Then you have a cadence. What we’re seeing now is the market is much more dynamic.

These old ways of lining up content to drive engagement by a segment, right now, feels very dated. Right now, what we’re excited about is thinking about how does access to this information change the way sales and marketers think about engaging with their customer.

Sramana Mitra: What are you seeing in terms of the impact of what you are able to do by bringing this into the marketing systems and processes? What kind of actionable steps are people taking?

Jim Regan: We are both a software and services company. The best input the algorithm can have is not Big Data or historical CRM data. It’s the specific interaction with the marketing or sales touch that happens after the prediction has been made because then we can model out how many touches did we need to deliver, what medium do we need to deliver them through, and how much time did it take?

As long as it’s bidirectional, the tools are then pushing the results back into our algorithm. At the end of the day, we’re moving towards sales and marketing people programming their engagement to a dynamic segment. That’s the work we’re doing at MRP.

This segment is part 3 in the series : Thought Leaders in Artificial Intelligence: Jim Regan, CMO of MRP
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