As marketing becomes a revenue driver, companies that have implemented CRM and marketing automation are looking for new insights to take their modern marketing efforts to the next level. Because of this, B2B marketing is undergoing a transformation from reactive to predictive. Innovative marketers are tapping into predictive models and data science to anticipate buyer needs and interests, but this new landscape of tools and tactics can be confusing.
Download this introductory ebook from Lattice Engines to guide you through this new world and explore topics like:
- The wealth of predictive buyer intent hidden in your own marketing automation and CRM data
- The power of scoring at both the contact and account level- and how data science makes that possible
- What to consider when you evaluate predictive applications
- How predictive models work - no PhD required!
- Traditional lead scoring's current limitations, and why scoring is the right place to start applying the power of predictive analytics
Ready to take the mystery out of predictive analytics? Download Decoding Predictive Marketing.