As my CEO, Doug Bewsher, explained in a previous blog, we’re in a very interesting time in the industry of B2B predictive analytics. There are a lot of great companies working towards a single goal of helping B2B marketers finally capture the white whale be it ROI, conversions or pipeline.
So it’s no wonder that six of the great minds in B2B predictive analytics were sitting on a stage tonight to discuss the industry in regards to what’s working; what makes these solutions different; and what we can expect in the future.
The debate spurred a lot of conversations amongst panelists. The first topic of debate was data: what type; how much is needed and how marketers should use it. Some argue that intent data was necessary while others rally behind the volume of data teams should be analyzing to understand whom and when to target individuals and companies.
While everyone on the panel is trying to solve the same problems for marketing and sales, each is coming to the table with a different philosophy on how they want to solve these challenges. This is at the heart of what potential buyers of predictive analytics solutions will need to put their money on. Marketers need to understand what is it they’re trying to accomplish and then determine what solution will produce the desired outputs and results.
Philosophically do you believe that the volume of data outweighs the type of data? Do you believe intent signals outweigh firmographic and demographic information? Or do you believe that at the end of the day, B2B marketers need to understand individuals at a granular level in order to take action? Personally, without the individual-level information, I don’t believe marketers can take action — it doesn’t matter how much or what type of data you have.
With $2.3 billion on the table, there’s plenty to go around within the predictive analytics industry over the next several years. In fact, a lot of the solutions represented tonight — 6Sense, Everstring, Infer, Leadspace, Mintigo, Radius — are actually quite complementary. Tonight’s debate further reinforced the idea that we’re seeing some convergence in the industry and that adoption of B2B predictive analytics solutions is just starting to take off.