Loading, Please Wait...
Companies Using Predictive Marketing Platforms Achieve Higher Revenue Growth Than the Industry Average, Says Commissioned EverString Study
SAN MATEO, CA--(Marketwired - Jan 14, 2016) - Companies that use predictive marketing and analytics significantly outperform others across many business metrics, such as revenue growth and customer engagement. Additionally, these forward-thinking companies are more effective at balancing the full customer lifecycle instead of focusing just on early stage activities. These findings are part of a new, commissioned in-depth survey of 150 U.S.-based business-to-business (B2B) marketers conducted by Forrester Consulting on behalf of EverString, the largest and fastest-growing predictive marketing SaaS company in the marketing technology segment.
In recent years, digital, social and mobile have upended the B2B purchase process across enterprises. Today, buyers have unprecedented power to investigate solutions, compare options and complete purchases online. As a result, B2B marketers face two key challenges. First, they must create increasingly personalized and relevant messages, content and communications to attract these buyers. Second, they must tailor their marketing programs to engage a broader set of influencers and decision makers inside their target accounts earlier in the purchase process. Predictive marketing and analytics tools help companies surmount these challenges.
According to the "How Predictive Marketing Analytics Boost B2B Performance" study conducted by Forrester Consulting and commissioned by EverString, the report yielded three key findings:
1. Predictive marketing and analytics use correlates with revenue growth, the survey showed. Predictive marketers are 2.9 times more likely than those that do not use predictive to report revenue growth rates at higher than the industry average; 2.1 times more likely to occupy a commanding leadership position in the markets they serve; and 1.8 times more likely to exceed goals consistently when measuring the value their marketing organizations contribute to the business.
2. Predictive marketing and analytics helps B2B marketers play a superior role in their organizations. Predictive insights help marketers effectively manage a much wider array of engagement and acceleration activities across the customer lifecycle. In addition, 78 percent of respondents believe marketing's role has expanded from just demand generation to also include deal acceleration.
3. Predictive marketers use advanced strategies to deliver greater impact across the customer lifecycle. In fact, 89 percent of marketers surveyed already have predictive marketing tools on their roadmap for 2016. And 49 percent of companies are already using predictive marketing and analytics.
"Buyers in today's business-to-business markets are more empowered than ever. They self-educate on your products and your competitors' offerings before they even engage with a salesperson, and as a result of this shift in the buyer's journey, the role of the marketer has become much more complex," said Jim Walker, vice president of marketing at EverString. "We believe these survey results further validate what we've seen with our customers. There's an insatiable desire to use data to address these complexities and EverString is focused on providing B2B marketers the most advanced data science-as-a-service technology to take advantage of this shift and identify their best customers."
As B2B buying behavior continues to evolve so do the responsibilities and purview of B2B marketers. Customer insights -- and the ability to act on them -- become the required building blocks to design and execute more effective marketing programs.
To download the full report visit: http://resources.everstring.com/h/i/192693409-how-predictive-marketing-analytics-boosts-b2b-business-performance
EverString helps build new pipeline and increase conversion rates with the only account-based, full lifecycle, predictive platform for B2B sales and marketing. The EverString Decision Platform identifies a company's ideal customer profile, and then finds the prospects that best fit that profile, both inside and outside the existing pipeline. EverString's SaaS platform provides Predictive Scoring, Predictive Demand Generation and Predictive Ad Targeting, empowering marketers with the full potential of predictive analytics and applied data science. EverString is backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, IDG Ventures and Lakestar. For more information, visit www.everstring.com.
Bhava Communications for EverString