Study: Predictive Analytics Fuels Effective Demand Gen Processes

New research indicates that B2B marketers now have a better understanding of predictive analytics, and it’s boosting their demand generation initiatives.

The “B2B Demand Generation and Predictive Analytics” report from Demand Metric and Radius has discovered that when predictive analytics are applied, 55 percent of B2B marketers see their demand generation process performance significantly increase.

“Our research found a strong relationship between the use of predictive analytics and the efficacy of demand generation processes,” said Jerry Rackley, chief analyst at Demand Metric. “When predictive is part of the demand generation picture, the entire process performs better. This finding provides a compelling reason for B2B marketers to look at enabling their demand generation with predictive technology.”

About 44 percent of B2B marketers claimed that they understand predictive analytics “well,” and 11 percent say they’re using them.

Visualizing an Increased Use of Marketing Analytics

In 2015, B2B marketers were already envisioning a future with more predictive analytics use. The “2015 State of Predictive Marketing Survey Report” from Everstring revealed that 68 percent of B2B marketers believed that predictive marketing would become a key part of the marketing stack moving forward.

At the time, about 47 percent of B2B marketers said that they were aware of predictive marketing technology and looking into tools. Approximately 25 percent were already utilizing predictive analytics.

“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,” said Vincent Yang, CEO of Everstring.