GETTINGDOWN TOTHE DATA:WHAT IS DRIVING THE

PREDICTIVEMARKETINGREVOLUTION?

Predictive Marketing is using your own and

aggregated data to determine patterns and predict future

outcomes and trends

As innovative technologies continue to emerge, the roles of marketers and buyers have drastically changed. There is a lot of hype aroundpredictive marketing but not a lot of clear definition. What misconceptions surround predictive and how is it really being used?

It’s tough to be a modern marketer.

PREDICTIVEMARKETING:

THE FACTS

FIND OPTIMIZE GENERATE

The rightaudience Conversion More

revenue

Who is fullycommitted or are in theprocess of implementing predictive marketing?

Marketers who reported they have at least a CRM,marketing automation, and some marketing tools 98%

Predictive Scoring:Forecasts what prospects are

most likely to close

Predictive Demand Generation:Fills your funnel with prospects that are

the best fit for you and your business

PREDICTIVE MARKETING:

Marketers who reported they were definingthe future of their company 91%

THE FACTS

Traditional batch-and-batchmarketing isn’t working

What conditions are marketers facing today that have pushed predictive marketing technology into the forefront?

PREDICTIVE MARKETING:

CURRENTMARKETINGConditionsTODAY’S BUYERS ARE:

DevicereadyPlugged

in to allchannelsSelf

educated

has evolved to provide key customer insights

Technology

Data&

GETTING DOWN TO THE DATA:Benchmarking where predictive marketing fits into organizations today and in the future helps us understand the impact.

MARTECH NEWBIEIS YOURCOMPANY A or NASA?

Maturity in the marketing world is defined by

the strategic depth in whicha marketing organization

uses technology tostreamline processes

Have a basic tech stack withCRM, marketing automation,and a few tools

Have a CRM and are exploring marketing automation

Send email only

Are the NASA of marketing tech

Don't know what marketing tech is

38%

25%

25%

10%

2%

State of the

CURRENTMARKETINGStackHow Mature Are Marketers withTheir Use of MarketingTechnology?

State of PREDICTIVE MARKETINGWho is using it? // Who is thinking about it? // Do people even understand what it is?

What Does Predictive Mean for Your Organization?

24%47%

25%

“We are reading about it and investigating”

“We are currently using some predictive marketing”

2%

“We are currently implementing predictive marketing”

“We are fully committed to predictive marketing”

“We don’t use the concept and it is new to us”

Holistically viewing marketing technology stacks together can help create a well-defined strategy and avoid mismatched technology.

Marketing Maturity and Predictive Marketing in Action

Are unaware of predictive marketing

Are currently investigating how it could be used for

marketing

Using somepredictive tools

Implementing predictive marketing

for scoring

Fully commited topredictive marketing

100%

80%

60%

40%

20%

0%

What is marketingtechnology?

Send emails only

Have a CRM and are exploring automation

Have a basic tech stack with CRM,

marketing automationand a few tools

The NASA of marketing tech

HOW DOES THE SIZE OF YOURStack Relate toPREDICTIVEMARKETING?

Marketing Structure & Strategy:

Bigger Doesn’t Always = Better

WHEN IT COMES TO PREDICTIVE MARKETING

Does the size of an organization affect marketing technology maturity?

CompanySize

49%

Super SmallCompanies & Startups

Currentlyinvestigating predictivemarketing solutions

Currentlyinvestigatingpredictivemarketingsolutions

Currently implementing predictive marketing solutions

Fully committed to predictive marketing

SmallBusinesses

MediumBusinesses

LargeBusinesses

33% 20% 36%

Is predictive marketing helping larger companies grow and become more effective?

MarketingTeam Size

The least advanced in general marketing technology, but are still investigating

predictive marketing

only useemails

investigatingpredictive tools

The most experimental group with exploring and

using marketing tools

The biggest maturity spread with high percentages of marketers both fully committed to predictive and unsure

about marketing tech

Small Teams5 employees or less

Mid-sized Teams13-20 employees

Large Teams50+ employees

46% 48%exploring marketing

technologyusing some

predictive tools

56% 50%fully committed

to predictiveweren’t sure what

marketing techwas at all

25% 17%

Marketing Strategy:

Does PredictiveMarketingHELP UNLOCK THEKEY TO MATURITY?

Where are marketing teams failing to focus their resources? What is the best strategy for reachingout to accounts and leads?

We are defining the future of the company and leading the charge into current/new markets

We are mostly focused on brand awareness

We create pipeline and report metrics deep into the sales cycle for end-to-end insight

We have set goals for top-of-funnel pipeline creation, but mostly help sales, send emails, and other basic communications

12

32

25

31

WHAT BEST DESCRIBES YOUR MARKETING ORGANIZATION’S MAIN FOCUS

Marketing Strategy Maturity and PredictiveMarketing in Action

Are unaware ofpredictive marketing

Are currently investigating how it could be used for

marketing

Using somepredictive tools

Implementing predictive marketing

for scoring

Fully commited topredictive marketing

100%

80%

60%

40%

20%

0%

Focus on brandawareness

WHAT DOES

PREDICTIVEmean for yourorganization?

Have set goals for top-of-funnel

pipeline, but mostly do sales enablement

Create pipeline and report metrics deep

into the salesengagement for

end-to-end insight

Defining the future of the company and leading the charge into new

markets

Fully commitedto predictive

marketing

Predictive isclearly catching on!

PREDICTIVEIS NO LONGER JUST A

Hot Trend

Leveraging technology with a foundation in data science to provide predictive insights can fill your funnel with the right accounts and accelerate them through your sales funnel

Don’t let your company miss the mark as predictive becomes a staple in every marketer’s day-to-day activities

Source: Everstring 2015 State of Predictive Marketing Survey Report

Download The 2015 State of Predictive Marketing Report Nowbit.ly/2015PM