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BizReport : Advertising archives : April 27, 2016

Study: Predictive analytics key for growth

For B2B brands, it isn't enough to measure what has happened in the past, marketers need to be able to better predict future growth and revenue numbers. That is the takeaway from new Radius research, which finds that when predictive analytics are used B2Bers meet campaigns objectives 55% of the time.

by Kristina Knight

The problem is that only about 30% have demand generation processes allowing them to meet those campaign objectives.

"The marketing role is, now, more than ever, that of a revenue driver. Marketers are increasingly tasked with helping sales improve close rates," said Katie Gregorio, senior director product marketing at Radius. "The research explored what makes a demand generation process effective. Interestingly, four of the top five barriers to achieving revenue objectives are associated with the top of the funnel. As a result, marketers who focus on data accuracy and use predictive marketing typically have a more effective demand generation process."

Other interesting findings from the report include:

• Improving demand gen and sales process are most important for B2Bers
• 80% say inaccurate/poor quality data leading impediment to quality demand gen
• 44% say they 'well understand' predictive analysis
• 11% say they are implementing or using predictive analysis

Radius collaborated with Demand Metric Research on the report; the companies will have a live webinar to report on the study this afternoon, April 27, at 2pm ET. Register for the event here.

Tags: advertising, advertising data, B2B advertising, predictive analytics, Radius

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