“Predictive Marketing” is gaining steam, but for some it’s a frustrating, futile exercise. Why? Because successful predictive marketing needs an interlocking system to close gaps between sales and marketing. Leads, content, and other sources live in separate silos, and you have to move them by hand to different (siloed) executions. This has two major negative impacts:
- It leaves money on the table, as opportunities fall between the cracks.
- It drives up customer acquisition cost, as the team has to work that much harder to connect with the customer.
This one-two punch can slow a business’s growth substantially.
Many teams hope marketing automation will fill this system-of-record gap, but capturing all your data and aligning it with marketing campaigns is still tough. Think of all the lead gen methods at your disposal, including sales prospecting, lists, web forms, events, and syndicated content, just to name a few! All these inputs can overwhelm marketing automation software’s rules and logic flows, which are supposed to translate lead info to action.
The next generation of demand gen software promises to solve this problem–predictive analytics systems. If you’ve shopped demand gen and predictive technology, you know sorting out the noise can be dizzying–dashboards, integrations, dialers, mailers, gamification, BI, oh my! What really matters??
At Leadspace, we feel your frustration. That’s why we asked our predictive technology experts to write this guide. It’s built to help you detangle martech fundamentals, focus on value, and start (or re-start!) you on the path to success with predictive marketing. Learn how key predictive elements work together to drive superior results, what technology components to look for, and how you can win at Predictive Marketing.
Cover image courtesy of Death to the Stock Photo.