Majority of B2B Marketers See Predictive Marketing Becoming Critical

As more marketers uncover the benefits of using existing customer data, predictive marketing technology is growing in popularity. The “2015 State of Predictive Marketing Survey Report” from Everstring has found that 68 percent of respondents believe predictive marketing will become a key part of the marketing stack moving forward.

Predictive marketing involves the use of existing customer information to determine patterns and predict trends. Nearly 47 percent of respondents claim that they are aware of predictive marketing technology and they are looking into tools. Twenty-five percent are already using predictive marketing technology.

“The use of applied data science within the context of sales and marketing presents an astonishing amount of potential and we have only scratched the surface,” said Vincent Yang, CEO of Everstring. “Predictive marketing will ultimately change the way we work — it will not only help us market better, but also optimize and automate our customer interactions across the entire sales process.”

About 38 percent of B2B marketers stated that they already have a basic collection of marketing technology, such as CRM and automation tools.

Predictive Analytics Becomes Mainstream

A survey conducted by Forrester Consulting on behalf of Radius in September 2015 showed the beginning of a shift toward predictive marketing. About 61 percent of B2B marketers claimed that they had implemented predictive analytics, and 37 percent said they were interested in doing so.

Eighty-six percent of respondents said that predictive analytics have helped them evaluate opportunities and enter new markets. About 97 percent said that it’s given them a better understanding of how and why target customers seek out their products and services.