57% of US Marketers Say Predictive Analytics Will Be a Primary Martech Tool in 2017

As customers utilize more types of technology, marketing professionals are turning to their own resources to keep pace.

Marketo recently surveyed global marketers to learn more about which resources are becoming more valuable in 2017.

Approximately 57 percent of U.S. marketers said that they believe predictive analytics will be the primary technology resource they use to engage customers this year. Fifty percent stated that they think their customers will begin using machine learning this year as well.

Predictive Analytics

However, the percentages varied when researchers looked at martech usage around the globe. Just 11 percent of international marketers agreed that predictive analytics would be their primary technology resource in 2017. Only 25 percent thought that their customers would begin using machine learning technology.

Instead, 31 percent of international marketers believe that the Internet of Things will be the primary channel for reaching their customers in the New Year.

“Don’t let the disparities between U.S. and international marketers concern you, even if your team spans multiple continents,” says Chandar Pattabhiram, CMO of Marketo. “The channels of communication and technology means may vary, but it is important to keep yourself laser-focused on the ultimate goal: winning the battle for the hearts and minds of your customers.”

B2B Marketing and Predictive Analytics Benefits

In terms of B2B marketing, the use of predictive analytics may prove beneficial for marketers. A survey conducted by Forrester Consulting in 2016 found that B2B marketers who use predictive analytics are 2.9 times more likely to report revenue growth at rates higher than the industry average.

About two-thirds of B2B predictive marketers also strongly identify with “modern marketing” statements, such as “One of marketing’s primary responsibilities is to increase the volume, velocity, and value of leads from early stage through sales qualified.”

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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