Marketing but Smarter, Part II: What It Is, and What It Means for You

Nov 7, 2023

Why traditional isn’t working anymore: The need for smarter marketing in 2024 and beyond

Marketing today is like being in a crowded room where everyone is shouting. It’s filled with loads of information, countless platforms to choose from, and non-stop competition. Brands are trying to grab everyone’s attention, but people can only listen to so much. This has led to a lot of noise—lots of messages going out, but not many making a meaningful impact. It’s like having a conversation where you’re heard but not really understood.

In a world full of marketing noise, Machintel brings a breath of fresh air. We believe in making messages that don’t just get heard, but also make a difference. It’s not about talking to everyone; it’s about speaking directly to those who matter most to you.

Smarter marketing means using super deep data and smart technology (AI) to make sure every marketing step you take hits the mark. It’s like having a conversation where you’re not only heard but also valued and understood. 

What makes Machintel's marketing smarter?

Imagine you're in a busy room, and instead of shouting to be heard, you find a quiet corner to chat with the few people who really get you - they find value in what you have to say.

That's how Machintel does marketing.

Most marketing methods just try to reach as many people as possible. It's a bit like tossing a big net into the sea and hoping for the best. But based on results we’ve seen from doing that, it’s not the best method right now - especially for teams who are working under a tight budget.
Instead of tossing out that wide net, the better angle would be to rely more on data about your customers. What do they like? What problems are they trying to solve? What are they into right now? And with that info, we help you craft messages that really connect. It’s more targeted, it’s precise, and best of all - marketers see results with this approach. And at the end of the day, that’s what matters most.
Even Forbes is predicting that in 2024, more and more marketers will be using data to hyper-personalize their messaging. And for good reason!

Here’s the best part about a more targeted approach. When you market this way, people don't just buy products—they start to really trust your brand. No one likes feeling like just another customer, right? It’s important to make your audience feel seen and heard with your marketing. That's how you turn a one-time buyer into a lifelong fan of your brand.
In the modern world of the internet, which evolves so quickly it’s hard to keep up, it’s more important than ever to be connecting with the right people. You could connect with a million viewers that aren’t our target audience, and it might not make a difference. Many marketers get distracted with numbers, and we don’t blame them - getting in front of a lot of people is a big deal! But we’re here to make sure they are the RIGHT people.

The online world always changes, but one thing stays the same: People want real connections. And that's where Machintel shines. We know the secret to connecting with your audience in the best way for them, and it’s smarter marketing. Here’s more about what that means.

Data-Driven Decisions at Machintel

Navigating the digital scene without data is like wandering in the dark. But it's not just about having data; it's about turning those numbers into actionable plans. Machintel’s approach differs from the rest in several key ways - starting with our data collection, and spanning into what we do with it.

Machintel's Data Method

  • Broad Data Collection: We believe a broader view often reveals more. With over 275 million business contacts from our 31 publications across 16 industries and 190 countries - as well as access to 5.5 billion MAID records and 1 billion clickstream records united by our AI-driven ID Graph- our dataset provides unique depth, sharpening our marketing messages for maximum precision.
  • Data Quality Matters: It's not just about quantity; the quality of data is pivotal. Our process focuses on enriching and validating data, ensuring value and reliability. Integration with Systems. Our goal is to make data easily usable across various platforms. Our B2B data integrates seamlessly with CRMs and marketing platforms, keeping insights always within reach.
  • Custom Solutions for Brands: Every business has unique challenges. Using APIs and custom solutions, we tailor our data tools to each brand’s specific needs.

Leveraging Intelligence for Stellar Marketing Outcomes

A marketer's toolkit is only as powerful as the intelligence behind it. Data, while vital, is merely the raw material. It's the application of advanced intelligence that crafts this data into strategies that makes all the difference. From harnessing the power of AI to dissecting competitor moves before they even make them, intelligence is yet another one of Machintel’s secret weapons.  Here’s how we harness it at Machintel:

  • Staying Ahead with AI: We aim to set the pace, not just keep up. Our AI identity resolution tools proactively matches and consolidates data from multiple sources, ensuring our clients always have the deepest intelligence available.
  • Understanding the Competition: Being aware of your competitors is vital. We delve into competitor strategies, providing our clients with a unique advantage.
  • Predictive Insights for the Future: In our dynamic landscape, anticipating trends is crucial. Our strategy revolves around forecasting these changes, positioning businesses to act proactively.
  • Clear Reporting Amidst Information Overload: With vast amounts of data available, the challenge lies in extracting meaning. We transform this data into clear, actionable insights, giving decision-makers a precise direction.

How Data and AI Together Up Your Marketing Game

At its core, marketing is about connecting with potential customers, getting what they're looking for, and offering solutions they'll love. But we all know that's easier said than done.
Imagine trying to hear a soft piano melody on your phone in the middle of a rock concert. That's what sorting through tons of data feels like - borderline impossible. Many marketers don’t know where to even start!

Why Just Data Doesn’t Cut It

Think of data as a big chunk of clay. There's so much you can do with it, but without the right tools, it just sits there. No matter how much data you have, you won't get the full picture without the right way to understand it.

Here's Where AI Comes In

AI isn't just about futuristic predictions or science fiction; it's a tool that refines and enhances what we do, especially when it comes to understanding our audience better. Here's how we harness its power:

  • Spot Patterns: Our AI delves into vast data sets to find meaningful patterns, enhancing our understanding of our audience.
  • Strengthen Identity Resolution: One of the core strengths of our AI is improving the identity resolution capabilities of our ID Graph. This means we can more accurately match and understand users across various touchpoints.
  • Craft Look-Alike Audiences: Based on the rich data and patterns it uncovers, our AI assists in creating look-alike audiences. This helps extend our reach to new potential customers who share similar characteristics with our best-performing audience segments.
  • Refined Targeting: By understanding the nuances of our audience, the AI helps tailor marketing strategies to specific groups, ensuring a more personalized approach.
  • Continuous Learning: Our AI isn't static. It's continually refining its understanding and improving our audience insights.

Data + AI = Meaningful Conversations

When you merge data and AI, marketing transforms. It shifts from feeling like uncertain guesswork to a precise, targeted conversation grounded in insights. This blend empowers marketers to craft messages that resonate more deeply because they're tailored and personal. It's this personal touch that fosters trust, making people gravitate towards brands that truly understand them.

Moreover, by harnessing this precision, marketers can optimize their resources, ensuring they achieve the best results without unnecessary expenditure. And in the ever-evolving digital landscape, the agility AI brings allows for swift strategy adaptations, ensuring you're always a step ahead.

Taking on Today’s Marketing Hurdles

Digital marketing is a world of endless possibilities but also big challenges. As marketers juggle tons of data, ever-changing trends, and tough competition, mixing data with AI offers a fresh approach, clarity, and some cool innovations.

Here’s the way we see it at Machintel: Data forms the foundation, and AI fine-tunes our data collection and matching process. This ensures we have accurate and relevant data to work with. While we don't use AI to predict trends, it plays a crucial role in helping us create "look-alike audiences" that can be invaluable for targeted marketing campaigns. This synergy between data and AI isn't just about navigating the digital landscape—it's about doing so with precision and accuracy, ensuring that our marketing efforts are as effective as possible.

Combining data and AI isn't just some complicated, untouchable techy thing. It's actually a fresh way of thinking about marketing- one that’s more targeted, more precise, and MORE about your customer. We’re moving to a world where marketing is all about truly getting your audience, listening in, and making a real impact.

It's the Right Leads That Matter – Beyond just quantity

Let’s talk about leads for a minute, because that’s where this conversation is heading. Marketers want to improve their strategies to reach the right audience, and convert some of them into viable leads. But something important to remember about smarter marketing: it's not about how many leads you have. It's about having the right ones - and enriching them with actionable data points.

Think about it this way: Pretend you run a coffeeshop in a small town, and you want to bring in customers. Some lead service says they’ll bring you a thousand customers a day. That sounds great, so you sign up.
But then imagine if most of those folks strolled in expecting fast food or an electronics store. It’d be mayhem! A crowd, sure, but not many buying your handcrafted lattes. The point is: a bunch of people without the right intent is just noise, and potentially a huge waste of time.

The Right Approach to Lead Generation

As we mentioned earlier, it’s tempting to aim for the widest reach possible. But at Machintel, we believe that true success lies not in casting a broad net, but in ensuring it's cast in the right waters. Here’s our approach to lead generation:

  • Precision is Key: We're not chasing every lead out there. We're all about finding those that genuinely connect with what you offer.
  • Understanding the Details: We dig deep to really understand your potential clients. It’s all about making sure you connect with the leads that truly matter.
  • Tailored Strategies: Every business is different. So, our campaigns for you are designed with that uniqueness in mind. No one-size-fits-all approaches here.
  • Focus on Engagement: Big numbers are great, but what really matters is engagement. When a lead interacts authentically with your brand, that's a win for us.
  • Always Monitoring: Once we start a campaign, we keep a close eye on it. Adapting and refining as needed to ensure we're on the right path.
  • Building Relationships: To us, a lead isn't just a name. It could be your next big client or someone who'll passionately share your brand story.

While many are spending their time chasing after huge numbers, we're on a different journey. For Machintel, it's quality that counts. At the end of the day, it's not about getting your brand in front of everyone; it's about reaching those who truly align with what you offer. With us, you aren’t just collecting leads, you're connecting with people who genuinely resonate with your brand.

Why Smarter Marketing is the Game-Changer in 2024

Quality-focused marketing is a game changer - we’re actually calling it “next gen lead gen.” Instead of drowning in disinterested leads, it's about forging meaningful connections. This approach not only elevates your brand but also establishes a community of dedicated customers and brand cheerleaders. While your competitors are playing the short game, you should set yourself up for success in the long term. 

Get the most out of your marketing. "Marketing But Smarter part I" builds your understanding of its impact (what it means for you), but for peak performance, explore strategies to revamp outdated tactics and reignite your marketing efforts.

Are you ready to lean into quality-focused marketing? That’s what we can do for you with Marketing, but Smarter. Let’s talk.

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