predictive marketing

Attitudes to predictive marketing changing, but silos & skills still pose challenge

Predictive marketing has grown in maturity over the past couple of years, with many more organisations recognising the benefits of using data to predict how customers might behave in future.

Econsultancy’s ‘Embracing Predictive Marketing’ report, the third in this series, suggests that there has been significant progress made within organisations, largely due to a shift in attitude towards building a data-driven culture. 

Predictive marketing: a new dimension?

At Econsultancy we do a number of events and research focused on B2B marketing. Indeed the upcoming Festival of Marketing has a whole stage dedicated to it.

A recurring theme is the relationship between sales and marketing.

In most B2B organisations, sales is still the dominant function. We often hear that sales and marketing should work more closely to together, focus on the whole customer journey, establish agreed processes, terminology and definitions (what exactly do we mean by a ‘sales qualified lead’?), hand off points and so on.