Trends Report

From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing

June 15th, 2015
With contributors:
Lori Wizdo , Peter O'Neill , Ryan Trafton

Summary

A wealth of insights lies untapped in customer databases, on the Internet, and from smart devices, social activity, as well as a myriad of other unconventional sources. This information about how and why buyers buy gives business-to-business (B2B) marketing professionals context that can help predict where to apply resources to expose new opportunities or accelerate sales pipeline. But the marketing analytics story shouldn't end there. Using customer insight to retain and serve current customers can have much bigger impact on the business and on marketing's standing as the steward of lifelong customer experiences. This report explores how B2B marketers can use predictive analytics to help their companies better understand buyers and enhance their longer and more valuable journey from customer to advocate.

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