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Description
B2B marketers are looking for an edge to turn marketing activity into bigger results, and predictive analytics offers a way to achieve that goal. New technologies have hit the market that can anticipate outcomes with a significant probability of accuracy. Leading-edge B2B marketers are taking advantage by increasing analytic spending and building predictive systems to entice prospects, build the pipeline, and justify their accomplishments.
Unfortunately, most B2B marketers aren't ready to put the full power of predictive analytics into play. Most will sit on the sidelines or tinker with the technology until vendors and use cases sort themselves out. We believe the time for waiting is over. Turning customer data into insight can have a positive impact on your business and significantly upgrade marketing's standing as the steward of lifelong customer experiences, but only if you get started now.
During this Webinar, learn how you can use marketing analytics to shift from making demand generation more predictable to optimizing customer interactions across the buyer's lifetime. Laura also lays out the current vendor landscape and explains how to match your marketing process maturity to desired business outcomes to determine which vendors to work with.
Agenda:
- Why is it time to set an analytics agenda in B2B marketing?
- How are B2B marketers investing in predictive analytics?
- How can you use marketing analytics to shift from pipeline prioritization to building enduring customer relationships?
- How can you align your marketing processes with the right capabilities emerging in the market?
Key takeaways:
- Predictive marketing analytics makes B2B marketers more effective, so now is the time to start investing.
- Since the market is nascent and emerging, it's best to focus on the business objectives you want to accomplish and the maturity of your processes to invest well.
Vendors mentioned: 6sense, Avention, Bombora, Data.com (now part of Salesforce), Demandbase, Dun & Bradstreet, EverString, Fliptop, Infer, Infogroup, InsideView, Lattice, Leadspace, Madison Logic, Mintigo, Radius, RainKing, Reachforce, SalesPredict, and ZoomInfo
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