Best Practice Report

How To Define Fit Variables For Propensity Modeling

February 16th, 2023
With contributors:
Steven Casey , Kelvin Gee , John Arnold , Katie Fabiszak , Malachi Threadgill , Laurynn Bedard , Arianne Burnette


Frontline marketers in functions such as demand, account-based, and field marketing must understand which opportunities constitute a good fit for their organization and how to target and engage buyers effectively. However, they often don’t have a precise, actionable picture of their best prospects and buyers due to a lack of specific and meaningful criteria on which to base their targeting or an overwhelming amount of data and insights to process and interpret. This report introduces the concept of “fit,” explains why it matters, provides an overview of its key components, and recommends ways to unlock the most meaningful attributes for demand and account-based marketing (ABM) focus.

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