Scott Petinga is the Founder of Akquracy, which specializes in data driven marketing to better optimize leads and existing contacts. Petinga joins the show to explain how to better segment lists and use marketing correlations to boost revenue. Petinga discusses why most "marketers" completely miss the mark, so he lists some things that great marketers get that failing ones don't. He also shares modern strategies for building market share. Petinga caps the discussion by telling the story of how he launched Akquracy in his basement after surviving cancer.Visit Akquracy at www.akquracy.com.