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Study: More Than Half Of Marketers Leveraging Predictive Meet Demand Gen Goals

shutterstock 298990403Marketers who use predictive analytics in their demand generation process are more likely to achieve their objectives, according to the results of a recent study conducted by B2B predictive marketing platform Radius, in conjunction with Demand Metric.

Of the 295 respondents surveyed, less than one third (30%) reported having a B2B demand generation process that meets objectives well. However, when predictive analytics are applied, process performance improved, meeting objectives more than half of the time (55%).

"Our research found a strong relationship between the use of predictive analytics and the efficacy of demand generation processes," said Jerry Rackley, Chief Analyst for Demand Metric, in a release. "When predictive is part of the demand generation picture, the entire process performs better. This finding provides a compelling reason for B2B marketers to look at enabling their demand generation with predictive technology."

Other key findings from the survey include:

  • Effective demand generation and the successful application of predictive analytics are often hampered by poor data quality. More than 80% of study participants with an "ineffective" demand generation process reported that data quality has a moderate to significant impact on marketing campaigns or sales efforts.
  • Marketers primarily targeting enterprise companies are more actively engaged in analyzing their data than those focused on midmarket and SMB leads. According to the study, 75% of companies that target enterprise leads analyze their data to find revenue opportunities with new or current customers, compared to only 38% of those targeting small companies.
  • More study participants claimed to understand predictive analytics well (44%) than have actually implemented or used it (11%).