The role of marketing has changed. Today, not only is marketing asked to be a thought leader, but it is also mandated to drive growth and scale revenue. And, the adoption of marketing technology has fueled this transformation of the modern marketing organization even further.
These shifts have paved the way for innovative technologies to surface and help solidify and strengthen the relationship between company and buyer. And at the pinnacle of innovative technologies to help marketers target the right audience, optimize conversion and generate more revenue is predictive marketing.
But predictive marketing technologies are relatively new. And insight into their maturity and usage is fairly elusive—especially since there has been an elevated amount of hype around this emerging area.
To separate the fact from fiction, EverString conducted a survey of B2B marketers from multiple organizations to determine the maturity of the average marketer and who is using predictive marketing today. To see all of the facts, you can download the full report.
Let’s get down to some of our key findings.
68% of Marketers Believe that Predictive Marketing Will be a Key Piece of the Marketing Stack
As we have said, predictive is certainly a hot trend in marketing right now, but how many marketers believe it will be a key piece of the marketing stack? 68% of our respondents said that they do, in fact, believe predictive marketing will be a key piece of the marketing stack. This number includes both current users and non-users of predictive marketing technology. Clearly, predictive is starting to catch on.
47% of Marketers are Aware of Predictive and are Currently Investigating the Technology. 25% are Already Using Predictive Tools
When asked what predictive meant to their organization, the majority of respondents had either implemented predictive marketing already or were investigating them. 47% said that they were currently looking into the tools and 25% said that they were using some tools currently. However, there is still a fair amount of confusion about the definition of predictive marketing and how it helps marketers—24% of respondents stated that the concept is new to them. Hopefully after reading our survey they will be more informed!
91% if Marketers Who Are Defining the Future of the Company and Leading Charges into New Markets are Either Fully Committed to or Implementing Predictive
In addition to looking at the technological maturity of those adopting predictive marketing, we also wanted to look at how strategically mature organizations are adopting predictive marketing. We asked marketers about their main organizational focus—whether it was brand awareness, lead quantity, or more mature focuses such as metrics and defining the future direction of the company. We found that the marketers who were committed to predictive, implementing predictive, currently using predictive, or researching predictive were the most mature in strategy—defining the future of the company and leading the charge into new markets. In fact, out of the most strategically mature group, 91% of marketers were either fully committed or implementing predictive marketing.
Download The 2015 State of Predictive Marketing Report
There are many more interesting stats around marketing technology maturity and predictive marketing. Be sure to download the full report now to learn more.