Let’s face it…you’re playing Pokémon Go or you have at least heard of it. For those who are unfamiliar with the game, it revolves around fictional creatures called Pokémon, and humans called Pokémon Trainers. The premise is that the trainers catch and train the Pokémon to battle each other for sport. Nintendo has revamped the game, with a modern, smartphone friendly spin on their 1995 classic Pokémon. Pokémon is short for the original Japanese title of Pocket Monsters— just in case you were wondering, and for context. Nintendo is bringing back waves of nostalgia for those who grew up playing the game, and perhaps even for the parents of those children, with their newly released Pokémon GO game for Iphone and Android.
The new release is a game changer for Augmented Reality games. I’m pretty new to augmented reality myself, but basically, AR is a live direct or indirect view of the physical real world environment for which its elements are supplemented by computer generated sensory input like sound, video, and GPS data.
Time to Level Up
Alright. Now I am going to take you to a level 2 understanding of Pokémon and tell you how it relates to Account-Based Marketing and Predictive Marketing.
Say you come across and capture a very rare Pokémon. Which, for those of you who are new to the game, is a very good thing. The more rare the Pokémon, the more likely you are to win a battle. If you can capture another one of these rare Pokémon, well let’s just say you’ll be tough to beat. Let me explain.
The way the game is currently set up, you’ll need to capture more of the same kind in order to ‘level up’, or eventually evolve your capture into is superior form. The problem many young Pokémon trainers will have is that because the Pokémon is indeed rare, it’s difficult to find more of the same to capture. This is where, in theory, you could use predictive segmentation and audience expansion.
Okay, let’s return to our day job lingo for a second so I can explain. In the martech world, we are all well aware of the Account-Based Marketing, or as other refer to it Account-Based Everything, explosion. The very first step in an ABM strategy should be target account selection. The way I see predictive relating to Pokémon is in line with EverString’s newly released predictive segmentation product. To create a predictive segment, a marketer can upload a “seed list” of 20 or more companies that are representative of an audience they would like to address. Based on the seed list, the EverString Audience Platform creates a predictive model and uses the EverString Company Graph to find companies both inside and outside of the user’s existing database that are similar to the accounts in the seed list.
Wouldn’t it be valuable to find out where all the Bulbasaurs are so you can go ahead and upgrade to Ivysaur and eventually Venasaur?? Consider Predictive segmentation next time you are looking to expand upon the audience you already serve, and catch them all!