Date post: | 11-Apr-2017 |
Category: |
Marketing |
Upload: | everstring |
View: | 845 times |
Download: | 0 times |
Predictive Marketing is using your own and
aggregated data to determine patterns and predict future
outcomes and trends
As innovative technologies continue to emerge, the roles of marketers and buyers have drastically changed. There is a lot of hype aroundpredictive marketing but not a lot of clear definition. What misconceptions surround predictive and how is it really being used?
It’s tough to be a modern marketer.
PREDICTIVEMARKETING:
THE FACTS
FIND OPTIMIZE GENERATE
The rightaudience Conversion More
revenue
Who is fullycommitted or are in theprocess of implementing predictive marketing?
Marketers who reported they have at least a CRM,marketing automation, and some marketing tools 98%
Predictive Scoring:Forecasts what prospects are
most likely to close
Predictive Demand Generation:Fills your funnel with prospects that are
the best fit for you and your business
PREDICTIVE MARKETING:
Marketers who reported they were definingthe future of their company 91%
THE FACTS
Traditional batch-and-batchmarketing isn’t working
What conditions are marketers facing today that have pushed predictive marketing technology into the forefront?
PREDICTIVE MARKETING:
CURRENTMARKETINGConditionsTODAY’S BUYERS ARE:
DevicereadyPlugged
in to allchannelsSelf
educated
has evolved to provide key customer insights
Technology
Data&
GETTING DOWN TO THE DATA:Benchmarking where predictive marketing fits into organizations today and in the future helps us understand the impact.
MARTECH NEWBIEIS YOURCOMPANY A or NASA?
Maturity in the marketing world is defined by
the strategic depth in whicha marketing organization
uses technology tostreamline processes
Have a basic tech stack withCRM, marketing automation,and a few tools
Have a CRM and are exploring marketing automation
Send email only
Are the NASA of marketing tech
Don't know what marketing tech is
38%
25%
25%
10%
2%
State of the
CURRENTMARKETINGStackHow Mature Are Marketers withTheir Use of MarketingTechnology?
State of PREDICTIVE MARKETINGWho is using it? // Who is thinking about it? // Do people even understand what it is?
What Does Predictive Mean for Your Organization?
24%47%
25%
“We are reading about it and investigating”
“We are currently using some predictive marketing”
2%
“We are currently implementing predictive marketing”
“We are fully committed to predictive marketing”
“We don’t use the concept and it is new to us”
Holistically viewing marketing technology stacks together can help create a well-defined strategy and avoid mismatched technology.
Marketing Maturity and Predictive Marketing in Action
Are unaware of predictive marketing
Are currently investigating how it could be used for
marketing
Using somepredictive tools
Implementing predictive marketing
for scoring
Fully commited topredictive marketing
100%
80%
60%
40%
20%
0%
What is marketingtechnology?
Send emails only
Have a CRM and are exploring automation
Have a basic tech stack with CRM,
marketing automationand a few tools
The NASA of marketing tech
HOW DOES THE SIZE OF YOURStack Relate toPREDICTIVEMARKETING?
Marketing Structure & Strategy:
Bigger Doesn’t Always = Better
WHEN IT COMES TO PREDICTIVE MARKETING
Does the size of an organization affect marketing technology maturity?
CompanySize
49%
Super SmallCompanies & Startups
Currentlyinvestigating predictivemarketing solutions
Currentlyinvestigatingpredictivemarketingsolutions
Currently implementing predictive marketing solutions
Fully committed to predictive marketing
SmallBusinesses
MediumBusinesses
LargeBusinesses
33% 20% 36%
Is predictive marketing helping larger companies grow and become more effective?
MarketingTeam Size
The least advanced in general marketing technology, but are still investigating
predictive marketing
only useemails
investigatingpredictive tools
The most experimental group with exploring and
using marketing tools
The biggest maturity spread with high percentages of marketers both fully committed to predictive and unsure
about marketing tech
Small Teams5 employees or less
Mid-sized Teams13-20 employees
Large Teams50+ employees
46% 48%exploring marketing
technologyusing some
predictive tools
56% 50%fully committed
to predictiveweren’t sure what
marketing techwas at all
25% 17%
Marketing Strategy:
Does PredictiveMarketingHELP UNLOCK THEKEY TO MATURITY?
Where are marketing teams failing to focus their resources? What is the best strategy for reachingout to accounts and leads?
We are defining the future of the company and leading the charge into current/new markets
We are mostly focused on brand awareness
We create pipeline and report metrics deep into the sales cycle for end-to-end insight
We have set goals for top-of-funnel pipeline creation, but mostly help sales, send emails, and other basic communications
12
32
25
31
WHAT BEST DESCRIBES YOUR MARKETING ORGANIZATION’S MAIN FOCUS
Marketing Strategy Maturity and PredictiveMarketing in Action
Are unaware ofpredictive marketing
Are currently investigating how it could be used for
marketing
Using somepredictive tools
Implementing predictive marketing
for scoring
Fully commited topredictive marketing
100%
80%
60%
40%
20%
0%
Focus on brandawareness
WHAT DOES
PREDICTIVEmean for yourorganization?
Have set goals for top-of-funnel
pipeline, but mostly do sales enablement
Create pipeline and report metrics deep
into the salesengagement for
end-to-end insight
Defining the future of the company and leading the charge into new
markets
Fully commitedto predictive
marketing
Predictive isclearly catching on!
PREDICTIVEIS NO LONGER JUST A
Hot Trend
Leveraging technology with a foundation in data science to provide predictive insights can fill your funnel with the right accounts and accelerate them through your sales funnel
Don’t let your company miss the mark as predictive becomes a staple in every marketer’s day-to-day activities
Source: Everstring 2015 State of Predictive Marketing Survey Report
Download The 2015 State of Predictive Marketing Report Nowbit.ly/2015PM