How Predictive Analytics Addresses Challenges Both Now And in the Future

2. 3
4
Introduction
Executive Summary
5
6
26
Barriers and Challenges
Key Findings
Appendix – Survey Background
Table of Contents
Use of Predictive Analytics18
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23 Analyst Bottom Line
Acknowledgements25

3. INTRODUCTION
B2B demand generation is an area of major investment whose performance is critical
to revenue growth. Radius and Demand Metric recently partnered to understand
current pain points for B2B demand generation marketers and how predictive
analytics address those challenges now and in the future.
Increasingly, B2B demand generation carries greater expectations to produce qualified
leads at higher volumes. The emphasis on quality and quantity challenges the
delicate balance between information gathering and sensitive lead nurturing. Efforts to
improve demand generation are well justified; the top barrier to achieving revenue
objectives identified in this study is demand generation process effectiveness. With
demand generation so clearly a part of the critical path to revenue, B2B marketers are
eager to discover and explore approaches, technologies and data sources to drive
more effective demand generation. As one survey participant stated, “Demand
generation is our primary issue.”
This study catalogues the current state of B2B demand generation, specifically
gathering data to understand whether, and if so, and where predictive analytics can
contribute to greater demand generation effectiveness. This report presents the
findings of this research, giving B2B marketers a set of benchmarks for comparison
along with ideas for improvement.
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4. EXECUTIVE SUMMARY
This study measured the current challenges for B2B demand generation marketers
with the objective of understanding specific, current pain points as well as how and
where predictive analytics can address them.
All of this study’s participants were from B2B organizations, a majority of which
experienced revenue growth during the past fiscal year.
The analysis of this study’s data provides these key findings:
! Predictive analytics adopters are more likely to have an effective demand
generation process.
! Inaccurate or poor quality data is an impediment to effective demand
generation and the successful application of predictive analytics.
! Marketers primarily targeting Enterprise are more actively engaged in
analyzing their data than those focused on Mid-Market and SMB.
! More study participants claim to understand predictive analytics well (44%)
than are actually implementing or using it (11%).
This report details the results and insights from the analysis of the study data. For
more detail on the survey participants, please refer to the Appendix.
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5. ACKNOWLEDGEMENTS
Demand Metric is grateful to Radius Intelligence, Inc., for sponsoring this research,
and for those who took the time to complete the study survey.
About Radius
Radius is a B2B predictive marketing platform that uses data science to separate
critical insights from data noise enabling revenue driven marketers to quickly find and
engage with their next best customers.
Powered by a real-time Business Graph of over 50 billion dynamic signals from over
18 million U.S. businesses, Radius bridges the gap across data, insights, and
execution. Through an intuitive, plug-and-play user interface, Radius reveals vital
information to target prospects and deepen customer relationships with unparalleled
efficiency. Key use cases include uncovering go-to-market insights, prioritizing leads
and accounts, maximizing conversions, and identifying upsell and cross-sell
opportunities.
To learn more, please visit: www.radius.com
About Demand Metric
Demand Metric is a marketing research and advisory firm serving a membership
community of over 80,000 marketing professionals and consultants in 75 countries.
Offering consulting methodologies, advisory services, and 500+ premium marketing
tools and templates, Demand Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer the difficult questions about
their work with authority and conviction and complete marketing projects more
quickly and with greater confidence, boosting the respect of the marketing team and
making it easier to justify resources the team needs to succeed.
To learn more about Demand Metric, please visit: www.demandmetric.com.
© 2016 Demand Metric Research Corporation. All Rights Reserved.
License our research to fuel your content marketing programs.
Contact us at info@demandmetric.com or +1 (866) 947-7744
25B2B Demand Generation and Predictive Analytics - April 2016