Free ebook: From Insight To Action: How Predictive Analytics Improves B2B Marketing Outcomes

Marketers that have adopted predictive analytics are 2x as likely to lead in market share and exceed revenue targets New Forrester research has revealed that predictive analytics is now a mainstream and indispensable technology for B2B CMOs. Eighty-three percent (83%) of organizations with predictive analytics have seen considerable business impact. Download the full research study to learn how predictive analytics has helped CMOs: Exceed annual revenue growth by more than 10% Achieve higher market share compared to competitors Resolve the #1 barrier to growth: gaining visibility into addressable market

Table Of Contents

Table Of Contents Executive Summary ...........................................................................................1 Predictive Analytics Is Going Mainstream......................................................2 Marketers Using Predictive Analytics Outperform Nonusers......................3 Despite Interest In Predictive, B2B Marketers Still Struggle With Data And Market Visibility Limitations..............................................................................4 Predictive Analytics Solves Top B2B Challenges And Helps To Engage Customers ...........................................................................................................6 Key Recommendations .....................................................................................8 Appendix A: Methodology ................................................................................9 Appendix B: Supplemental Material ................................................................9 Appendix C: Demographics/Data.....................................................................9 Appendix D: Endnotes.....................................................................................10

First 3 Pages

A Forrester Consulting Thought Leadership Paper Commissioned By Radius October 2015 From Insight To Action: How Predictive Analytics Improves B2B Marketing Outcomes Table Of Contents Executive Summary ...........................................................................................1 Predictive Analytics Is Going Mainstream......................................................2 Marketers Using Predictive Analytics Outperform Nonusers......................3 Despite Interest In Predictive, B2B Marketers Still Struggle With Data And Market Visibility Limitations..............................................................................4 Predictive Analytics Solves Top B2B Challenges And Helps To Engage Customers ...........................................................................................................6 Key Recommendations .....................................................................................8 Appendix A: Methodology ................................................................................9 Appendix B: Supplemental Material ................................................................9 Appendix C: Demographics/Data.....................................................................9 Appendix D: Endnotes.....................................................................................10 ABOUT FORRESTER CONSULTING Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. 1 Executive Summary Traditionally, marketing has been considered more of an art than a science, and the role ofb marketing analytics has been primarily to prove marketing’s business impact by measuring awareness, interest, and campaign results. With the advent of more advanced analytics, marketers can not only account for campaign results but also create models that predict marketing outcomes with a significant probability of accuracy. Forward-looking business insights enable business-to-business (B2B) marketers to predict go-to-market outcomes by gaining visibility into their total addressable markets . More tactically, predictive insights can help increase the accuracy of customer identification and improve the performance of customer acquisition programs. By usingpredictive analytics in these ways, B2B marketers can make the shift from proving marketing results to driving business growth. In August 2015, Radius commissioned Forrester Consulting to evaluate the use of predictive analytics by B2B marketers. The goal of the study was to test whether marketing executives who strategically use predictive analytics deliver better business outcomes than those who use traditional analytics to manage execution. Forrester conducted 106 online surveys and four in-depth phone interviews with B2B marketing executives in the US and found that B2B marketing organizations that strategically use predictive analytics outperform other organizations that use more traditional data analytics approaches to improve marketing execution. KEY FINDINGS Forrester’s study yielded three key findings: › B2B marketers who use predictive analytics outperform their counterparts who do not. A majority of marketers in our study (61%) usepredictive analytics today. Of these users, 83% said they have experienced a considerable or very high business impact from their use of predictive analytics. More importantly, users outperform nonusers on several important metrics: 1) 72% of users exceeded 2014 revenue goals by 10% or more while only 33% of nonusers did the same; 2) 75% of users have higher market share than competitors, while only 38% of nonusers claim this status; and 3) 58% of users exceeded their marketing business goals while only 29% of nonusers did the same. › Predictive analytics helps B2B marketers turn their data into valuable go-to-market insights. Two-thirds of B2B marketers (67%) agreed their problem is not lack of data, but their ability to draw insight from the data they have. Their top barriers to turning data into insight are: 1) limited visibility into addressable markets and 2) difficulty implementing solutions within current infrastructure. Predictive analytics offers solutions to these challenges: 86% agreed that predictive analytics helps them evaluate new market opportunities. Additionally, predictive analytics users cited faster rollout of analytics solutions than nonusers (36% of users implemented in less than two weeks versus 21% of nonusers). › Predictive analytics improves marketing performance across the entire customer life cycle, not just during presales acquisition. While most marketers see value in using predictive analytics to identify new opportunitie sand better qualify leads, the more advanced users also realize upstream and downstream benefits. In our study, 97% of predictive analytics users said they benefit by using analytics to analyze their best customers and understand how/why they buy.