Science fiction is one of my guilty pleasures (right after golf). These days, with young kids around, I don’t have as much time to read for pleasure, but I do love a good sci-fi movie when I can catch one. Oddly enough, I often find that these films spark ideas and parallels that are surprisingly useful for my work. If you’re a Dune fan, you’ll get what I mean when I say that black boxes make me nervous. Whenever my teams or colleagues bring me a solution, I want to understand the ins and outs before jumping on board, especially when it involves new tools or tech purchases.
The “Storage Wars” Dilemma in MarTech
While it’s not as dramatic as Dune, I can’t help but think of the show Storage Wars when considering a new solution. In the show, people buy abandoned storage units without knowing what’s inside. There’s always the possibility of finding something valuable, but it could also be a bunch of junk. The excitement comes from the mystery and the stories behind the items. But in the world of marketing technology, the stakes are much higher—each purchase can be a significant investment, and the potential downside is more than just a little financial disappointment. That’s why we make sure to do our homework before committing to anything.
Patents: A Signal of Value or Just Marketing Hype?
One thing we’ve learned to check when evaluating new solutions is whether the product touts a patent. Patents are often seen as a mark of innovation, a sign that something truly unique has been created. But over time, patents have become more of a marketing tool than a genuine indicator of groundbreaking technology. Some patents are designed to block competitors rather than foster real innovation, and others can be used to keep prices artificially high.
For example, we’ve found that many companies highlight their patents as a way to add credibility to their products. This is a strategy that dates back to the 19th century with “patent medicines”—the so-called “snake oil” products. The problem is, just because something is patented doesn’t mean it’s revolutionary. In many cases, we’ve discovered that the patented feature is simply a clever marketing gimmick, not a true game-changer. So, when evaluating solutions that promote their patents, we make it a point to look them up and understand what they really offer.
Navigating the Black Box: Understanding What’s Behind the Curtain
When it comes to marketing technology, black box methods can be particularly confusing. For instance, some solutions claim to tell you where, geographically, a buying signal is coming from. While that might sound helpful, the reality is that location-based data doesn’t always tell the full story. In large enterprises, the geography of a signal might not provide any useful insights about who is actually making buying decisions. In today’s world, where teams often work remotely or in different locations, geography matters less and less.
At the end of the day, it’s the people—your prospects—who are driving the buying decisions, not the office locations. That’s why our approach focuses on understanding the actual people behind the signals, not just the physical location or IP address. We track what research a person is doing, no matter where they’re located, and help build a coherent view of the buying team. By understanding their roles, responsibilities, and research behavior, we can more effectively target the right people within an organization.
Person-Centric Data: Turning the Black Box Inside Out
This is where our person-centric opt-in intent data model shines. Rather than relying on vague signals from anonymous website visitors or IP addresses, we focus on the actual behaviors of individual decision-makers. We identify who is doing the research, what topics they’re exploring, and how they fit into the larger buying team. This allows us to connect the dots between different stakeholders, even if they’re spread out across multiple locations or working remotely.
With our method, we don’t need to rely on patents or proprietary algorithms that are impossible to understand. Our process is transparent, rooted in well-established content creation and distribution practices that have been around for centuries. And the best part? You can do it too. We’ll even help you build a better publishing strategy to reach your audience more effectively.
In the end, what makes our approach different is that we’ve turned the black box inside out. There’s no mystery, no magic—just solid, actionable insights that deliver real value to our clients. The outcomes are impressive, and that’s what matters most.
