Summary
B2B marketers accountable for pipeline and deal acceleration can't ignore predictive marketing. Expectations that it will expose the best-fit and most-likely-to-purchase accounts, crush conversion rates, and inform how to spend marketing dollars abound. However, the magic of predictive depends on internal factors — data quality, alignment, and go-to-market strategy — as much as external signals. This report examines three categories of use cases that dominate early predictive success and lay the foundation for more complex use of predictive marketing analytics.
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