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Audience Identification + Activation
Self-service solutions providing high-fidelity B2B data with custom and always-on audiences to help you reach the right people across all your channels. 
Demand Generation + Performance Marketing
Managed services to help you identify the right buyers and drive full-funnel engagement with our high-fidelity B2B data and proprietary technology.
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Gain insights to help you make data-driven decisions and stay ahead of emerging trends in the marketing landscape through business intelligence and analytics services.
Anteriad Marketing Cloud
Manage your demand generation and programmatic advertising all in one place with our integrated platform—an award-winning self-service or managed platform to address your specific business needs.
AnteriadAug 11, 2025 9:00:00 AM< 1 min read

Incremental Lift Models Help Companies Market to the Right People

In his latest ANA article, Anteriad's VP of Analytics,  Kevin Hope, challenges a fundamental marketing assumption: not every customer needs your marketing dollars. He unpacks how Incremental Lift Modeling helps B2B marketers stop wasting budget on customers who would convert anyway and instead focus on those where marketing can truly move the needle. Kevin's advice? Abandon "proven" KPIs and optimize for incrementality to maximize your marketing impact.
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