Marketing data is the new currency | #MME16 by Teryn O'Brien | Apr 27, 2016 One of the biggest mysteries for marketers is what’s truly going on with lead generation. Marketing may spend a lot of money, but it’s not guaranteed to get sales results. Mintigo, Inc., has partnered with Oracle to help bridge that gap to get more efficient marketing and lead generation. John Bara, president and CMO of Mintigo, and Tal Segalov, cofounder and CTO of Mintigo, spoke with John Furrier (@furrier), cohost of theCUBE, from the SiliconANGLE Media team, during the Oracle Modern Marketing Experience 2016 in Las Vegas. Marketing: From manual to automative to predictive “At Mintigo, our whole charter is to help marketers and sales teams find buyers faster,” said Bara. “We do that through data.” In order to go faster, technology must come into play when it comes to marketing. “Marketing is moving from manual to automative to predictive,” explained Segalov. “I’m excited to see the role technology plays in the modern marketing field.” Mintigo positions itself as an “intelligence service for marketers,” said Segalov. Mintigo helps makes sense of the data and helps to make the data actionable for the marketer. “We’re a product company,” added Segalov. “What we are best at is building platforms. We like to teach our customers how to use our platform in order to generate marketing leads using those tools.” Marketing automation is the future “There’s a revolution that’s occurring that’s not unlike the revolution we experienced in the early days of Google and placing Google ads,” said Bara. Once Google automated their ad service, “I went right to my CFO and was suddenly placing my own ads,” described Bara. “The machine was doing it for me. It was magic.” In a similar way, now marketing data will be automated. “Marketing data and intelligence is the new currency,” emphasized Bara. Data and using it accurately will be what is going to give companies a competitive advantage over others in the future.