Predictive Analytics – The Most Reliable Data Technique in B2B Marketing      

Predictive Analytics – The Most Reliable Data Technique in B2B Marketing

Predictive Analytics

By Clara Lincy | Articles | June 17, 2020

The B2B industry is massive in size. Several fields are a part of it. Every sector has attempted to find a way that promises a quality response. Together, it has been witnessed that Predictive Analytics is the most promising data technique for B2B marketing. With the adoption of predictive analytics, big data brings more significant opportunities for B2B marketers. It comes with a profound understanding of the sales rate and business scenario, along with an analysis of the big data models available in the market.

You can receive a sales solution based on key performance questions that indicate the performance of the company. Once you have noticed the pressure-building issues and have estimated their KPIs, the available data can be followed to form a model, based on predictive analysis.

It is believed that risk is a part of entrepreneurship. But with the support of predictive analytics, you can surely reduce the risky issues or even nullify it. It helps you in a wide variety of affairs, such as sales and marketing initiatives, logistics and inventory, and much more.

As per the conviction SAS, Predictive analytics is the use of database and machine learning techniques to seek the similarity of future results based on existing historical data. The objective is to exceed the potential of understanding what happened in the past to foresee what is likely to occur in the coming future.

According to Julie Lyle, CMO Advisor at DemandJump, “In many cases, the B2C market is more aligned to focus resources on day-to-day brand and reputation management. In B2B industries, brand reputation management and customer sentiment tracking are taken care of only after a crisis strikes. In today’s world, where all clients have quick access to social influencers that are hungry for a compelling story, wise B2B marketers should leverage AI and predictive analytics. It will continuously track real-time sentiment analysis for brand management, crisis management, reputation management during periods of social traffic, social activists, and influencers.

Besides, every marketer, regardless of their vertical, has a fiduciary responsibility to ensure their marketing investments deliver the greatest ROI for their companies. Sophisticated marketing mix modeling ensures B2B brands reach their targeted buyers at the right place and the right time, to stay relevant and deliver a better customer experience. Marketers should use marketing mix modeling, powered by AI and predictive analytics, to streamline budgeting and planning processes and spend based on the contribution of investments to performance objectives.”

Let us discuss the top 3 reasons why B2B marketers should seek the help of predictive analytics more often:

#1. Segmentation for Ideal Selection: 

Predictive analytics helps marketers identify, focus, and engage their most profitable and potential customers. It aids in segmenting the businesses based on the specific client’s behavior and algorithms created for each case and persona identified. Therefore, the sales team can identify the potential accounts to choose for the various leaders that nurture methods like outbound calling, integrated demand growth programs, and plans for a higher success rate. In brief, predictive analytics can help in generating the right sales opportunities that can be used at the right time to follow the right prospects. This will lean down the process further and will allow space to segment the audience. The predictive tools break down the database to churn and signals on time. Predictive analytics advancement makes a data segmentation and records more detailed information. In turn, it aids in building more robust, holistic, and result-oriented data.

As per the Entrepreneur Magazine, Predictive Analytics reports a high-level of the accurate forecast by almost 82 percent on a deal-by-deal basis.

#2. Sales Performance Forecast: 

Predictive Analytics can estimate actionable insights that reduce the “lost” sales rate. As per CSO Insights, around 54 percent of all anticipated deals by sellers don’t make it to the finish line. Deals have a tendency, they get blocked at any stage of the conversion funnel, and the sales team may get confused along the way. In such cases, the predictive algorithm makes the best use of internal and external data resources. It finds correlations and predicts the results to enable marketers to understand which prospect is likely to complete the conversion funnel successfully. Predictive analytics assess several other factors, such as location, weather, income, others, and factors that influence a client’s decision to purchase. The sales team can then connect based on predictive analytics, and it shapes the borders for them to market their future growth. By enabling them to score, prioritize, forecast, and identify the potential clients, predictive analytics aids the businesses.

#3. Optimization of Marketing Campaigns: 

Marketers can plan better merely by the use of predictive analytics. It helps to determine the future response of the clients. It also analysis their past sales record and buying patterns. It is essential to understand your customer’s fundamental behavior based on their past and forecast their future.


To make an impactful impression and decision, predictive marketing analytics should be the center of your marketing strategy. Since everything depends on quality data, adding predictive analytics will give your business an extra edge over your competitors.

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