A MarTech Product Veteran’s POV On Winning A #CODiE15 Award

2015 CODiE Award winner - Mintigo

As Jacob (Mintigo CEO and Co-founder) expressed in his recent post, we’re delighted and honored to be recognized as the Best Marketing and Sales Intelligence Solution by SIIA.

As I’ve previously shared in a post on Oracle Marketing Cloud blog, this all started for me in year 2000 when I was working at Oracle. I embarked on a journey fueled by the belief that a dose of data and science can do a lot of good for marketing and sales.

Over last two decades, I spent time thinking, building, and iterating through various marketing products. One of such experiment was SetLogik (acquired by ReachForce); we created a 360 degree in-cloud customer data mart to power the predictive analytics for marketing and sales. We soon learned that making reliable predictions meant knowing a lot more about companies and people than what customer data usually contained…yet we did not have access to such data.

In 2013, my quest led me to Mintigo. During the interview process, I discovered that Mintigo has developed technology that automatically produced intelligence on millions of companies and several hundred millions of professionals – essentially an automated 21st century style data factory (without humans)! I did not need to know more to make my decision.

After joining Mintigo in November of 2013, I spent a few months learning about concepts of machine learning (ehh, bagging, anyone?) from the best of IDF’s Unit 8200, and lot of my time was spent getting feedback from Mintigo’s customers and our outstanding customer success team.

That led us to what we fondly call “M3” – Mintigo’s third generation predictive marketing platform. The goal was clear – we wanted to create an easy-to-use fully transparent SaaS platform for marketers to explore and predict who will be the most likely buyers, and to get deep insights that are actionable via their tools of trade, such as marketing automation and CRM systems including Oracle Eloqua, Adobe Campaign, Marketo and Salesforce.com. We wanted to give marketers the power of data science and big data to help transform their marketing initiatives all the way from the strategic level down to how they can more effectively run their every day campaigns.

Mintigo Predictive Marketing Platform M3
Figure 1: Mintigo Predictive Marketing Platform, M3

In less than a year, our M3 enterprise predictive marketing platform has become the solution of choice for many modern marketers at companies like Red Hat, Equinix, Time Warner Cable, SolarWinds and more. We’ve helped them identify new segments to market to that they didn’t know about before, prioritize the right accounts and prospects to focus their resources on, and increased the effectiveness of their marketing funnel and sales pipelines.

The journey is not over – it has just begun. Winning this CODiE award is further validation of the value that our customers are seeing. There is no better way to step forward than getting the votes of confidence from many bright folks in the marketing community and members of SIIA and CODiE judges. We at Mintigo thank you all very much.

As we continue to learn, tweak and innovate at Mintigo, I could hear Steve Jobs loud and clear: “Your time is limited, don’t waste it living someone else’s life. Don’t be trapped by dogma, which is living the result of other people’s thinking. Don’t let the noise of other opinions drown your own inner voice. And most important, have the courage to follow your heart and intuition, they somehow already know what you truly want to become. Everything else is secondary.”

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Atul Kumar


Atul leads our innovative product organization at Mintigo. Atul spent several years conceptualizing and delivering data-driven marketing solutions at Oracle, Veritas, Symantec and ReachForce. His innovative work in the area of lead management and lead scoring has been widely published, and laid the foundation of current lead scoring models and predictive marketing methodologies. He co-founded SetLogik (acquired by ReachForce), a modern cloud data management platform. Atul holds a Ph.D. in Materials Science from the University of Cambridge, U.K.