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Audience Data And Predictive Analytics Bring B2C Advantages To B2B Marketers

Travis Kaufman Feb 2016B2B marketers are often envious of their B2C counterparts getting all the cool stuff. But when the B2B crowd tries to learn a few tricks from their consumer-facing colleagues, they find that many B2C tactics are better suited to selling candy bars than copying machines. Plus, a candy bar isn’t usually a considered purchase with a long sales cycle and multiple influencers. Unless you have kids.

Will 2016 Be The Death Of Predictive Analytics As We Know It?

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Despite sinking billions into marketing automation and other marking technology, only 7% of B2B marketers are seeing ROI from their marketing automation spend. At the same time, they are being scrutinized and held accountable to concrete revenue goals.

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EverString Adds Predictive Segmentation Capabilities To Latest Product Release

ThinkstockPhotos 183712392EverString has released predictive segments as part of its Audience Platform to give marketers access to data signals in EverString’s predictive marketing platform and create targeted, data-backed groupings of accounts for marketing outreach. The company said marketers are able to create a predictive segment themselves in minutes using their own data and similar outside accounts from EverString’s B2B Company Graph, its database of 11 million companies. It is available as part of the EverString subscription.

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