Trends Report

Balance Predictive Marketing Analytics With Engagement Mastery

Avoid The "Now What?" Problem

September 13th, 2016
AS
Allison Snow
With contributors:
Peter O'Neill , Matthew Camuso , Rachel Birrell

Summary

For B2B marketers, predictive marketing analytics is a powerful system of insight that weak engagement capabilities can render useless. Insights' "yin" requires engagement's "yang" to connect data to action. Immature engagement spawns data that is inapplicable to nurturing and cultivating leads, ultimately failing to have an impact on pipeline or revenue. This report helps B2B marketers exploring predictive marketing ensure they have the right engagement capabilities in place to appropriately complement the insight that predictive analytics produces.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.