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.
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