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Rob SanchezMarch 27, 20232 min read

Turning Insight into Action

Rob Sanchez, CEO of Anteriad – There’s a reason there are so many famous phrases about knowledge; “knowledge is power”, “the more you know, the more you grow,” and one of my favorites, “the one who asks a question is a fool for a minute, the one who asks no question is a fool for life.”  People with the most knowledge tend to get ahead, and they do so by constantly asking, learning, and testing. 

Of course, in our world, the foundation of knowledge often goes back to data, but that data doesn’t amount to much if there aren’t tools and experts in place to turn data into action.  This combination of data and activation through great technology and expertise is what drives Anteriad forward and what drives our customers ahead. 

For a great example, take a look at our work with ServiceNow. Anteriad drove 180X ROI and delivered a 91% increase in net new company contacts. We worked closely with ServiceNow to deeply understand their audience to create an ABM demand generation model across 10 product lines, 4 industry verticals, and 13 target audiences. We worked together to not only create highly informed campaigns, but we continuously observed the outcomes and made improvements to our approach over time with multi-touch attribution and lead scoring - and we still do today.

Successes like these come from aggregating insights big and small. For example, we have long embraced the concept of buying groups. Identifying the right people in your buying group can help you reach stakeholders with more precision before your competitor does. We also see how buying groups change over time, with new stakeholders from across the organization joining the purchase decision process. Our models constantly adapt as we get new data.

I think that we all know that a data-driven strategy must be built on high-quality data and I am pleased to share that our Neutronian-certified data delivers real performance. A recent test with Causal IQ showed that our data performed significantly better than non-certified data, driving click-through rates higher by as much as 50% and reducing campaign costs by as much as 40% across a variety of industries.

Marketers worldwide are getting in on the data-driven revolution that’s occurring in our world. If you want to get ahead, remember, “knowledge is power.” It helps to have a knowledgeable partner to help you go faster. I encourage you to get to know Anteriad.


Rob Sanchez

Rob Sanchez, an Inc. 5000 entrepreneur, has served as Anteriad’s Chief Executive Officer since 2012 and leads the vision and strategy for the company. With a career in B2B that has stretched over 25 years, he is recognized as one of the data industry’s most tenured and trusted experts and established the company as a dominant player in global B2B marketing solutions. Rob has been a member of the executive leadership team at Anteriad since its inception in 2000 and served as a Managing Partner from 2009–2012. As one of the original partners of Anteriad, he launched and grew the company’s OmniChannel suite of services into a robust Performance Marketing platform.