I’m always on the hunt for new music, and as an SDR, I’m always on the hunt for new target accounts. Turns out, seeking new music and seeking new accounts are not as different as you’d think when you’re using the right tools.
For seeking out new music or making playlists with my favorite tracks, I use Spotify, a music streaming service similar to Apple Music or Pandora. One of my favorite things about the music streaming platform is the Discover Weekly Playlist. The Discover Weekly Playlist updates every week with 30 new songs that I’ve never listened to on Spotify, but sound just like what I’m into…with a scary level of accuracy. How the heck do they do that? I did some digging.
Spotify uses machine learning to create a taste profile for every listener, with varying sizes of micro-genre clusters (think “indie r&b alternative dance synthpop”, instead of just “that indie pop song”) based on what you’re listening to. Then, it looks at the 2 billion or so user-created playlists and collects songs based on some of your favorite tracks and micro-genres (the ones you listen to most often). Spotify’s algorithms use natural language processing to combine every song available on the app with your tastes, and out comes the perfect playlist of songs you haven’t listen to but are likely to love.
For example, indie music is usually my jam. Based on my listener profile, Spotify surfaced one of my new favorite bands in my Discovery Weekly playlist. They’re called Tame Impala. Cool, right?!
Predictive marketing works similarly to Spotify in this way and it’s awesome. Essentially predictive marketing learns from the positive interactions that your sales and marketing teams have had with prospects, and uses that info along with a ton of other signals in order to recommend accounts that you may want to go after next.
Predictive platforms collect thousands of signals from millions of B2B company accounts. In the case of EverString, we crawl the internet and leverage commercial sources in order to map the connections and similarities among the universe of known accounts. Giving you a point-of-view on every company, and providing you with an in-depth analysis of the accounts that look like your best customers.
Next time you find yourself listening to your favorite song while thinking about expanding your database with new high-fit companies, remember all you need is the right platform to help you get there.