The future of predictive marketing - revealed
The B2B marketing landscape is rapidly evolving. This is mainly due to changing buying behaviours and the continued use of marketing and advertising technologies.
These days, between 50% and 80% of the buying journey takes place digitally before suppliers are involved. The increased wealth of information that’s available online, coupled with continued web search and personalisation technology improvements, means it’s easier for buyers to research and find answers themselves.
What’s more, independent research has also revealed that the human brain is rapidly evolving to ignore un-solicited messages that aren’t deemed relevant or timely. Therefore, understanding what your audience is interested in and how best to interact with them is critical to being successful.
Customer acquisition is the top priority for B2B marketers
According to a survey we recently carried out with B2B Marketing, in which we surveyed 146 B2B marketers, customer acquisition is the number one priority for most marketers right now.
To achieve this goal, many familiar obstacles need to be overcome, including; filling the top of the funnel with better quality leads and ensuring sales do their bit by converting enough opportunities to help meet the quota.
Most recognise the value of personalised messaging
With so much marketing content ignored by buyers, personalisation is a really effective way of getting your message across. A combined 76% of our survey respondents cited personalising messaging on different channels to new prospects and existing customers as ‘important’ or ‘very important.’
However, effective personalisation relies upon your ability to recognise individual behaviour and deliver tailored content and offers to the right person at the right time. The respondents claimed tailoring content to prospects and customers based upon the interactions they make with the brand is a challenge. Some 47% can’t, while 21% don’t know whether they can or can’t.
And most are using website analytics (but not to their full advantage)
Our survey also suggests 42% of marketers are able to track what prospects are looking at and engage with them right down to an individual level. And a further 37% are able to track activity, albeit only using non-personal information, such as their location or the technology they’re using. This suggests website analytics are being widely used, but are falling short of being able to activate highly targeted campaign activity.
But their awareness of the value of predictive marketing is somewhat lacking
Tracking individual behaviours on your website only represents a fraction of your customer activity. Just imagine how more effective your marketing results could be if you were able to identify when your customers and prospects were behaving in a way that indicated they had a need for your products or were looking at your competitors, enabling you to send personalised messages at the right time.
This is one of the major benefits of predictive marketing: being able to analyse buyer behaviour to target prospects and customers more effectively.
According to our survey, there’s a general lack of awareness around predictive marketing and the value it can offer. Some 61% of marketers revealed they recognise predictive marketing technology’s ability to improve customer engagement.
Just under half of respondents said they knew these tools enable marketers to provide more personalised messaging to prospects and customers (48%) and 47% recognised they can improve the segmentation of customers through data. However, there was no mention of the ability to transform customer acquisition campaigns, which is where we’ve seen some of the most impressive results to-date.
This is just a snapshot of some of the key findings from our brand new B2B marketing industry survey, ‘The future of Predictive Marketing.’ To see the full results for yourself, simply download our free survey report.
For more information or to discuss any of the points raised above further with us, contact us on 01295 724120 or result[email protected].