Awareness of predictive marketing remains low among B2B marketers, according to research conducted by B2B Marketing.
The study, carried out in association with Cyance, found just 7% of the 146 marketers surveyed rated their awareness of predictive marketing as strong or above – with 48% rating their knowledge as poor or worse. In addition, just a quarter are familiar with signal/intent data, which tracks what buyers are searching for, clicking on and engaging with across the web.
But despite this, more than a third (36%) still anticipate adopting predictive marketing tools within the next three years – and a further 11% will do so within the next 12 months. The research also found the perceived cost of investment was the main hurdle to implementation for 30% of respondents. This was followed by a lack of knowledge around predictive marketing (22%), and a lack of resources to act on the insights it provides (13%).
Paul Snell, deputy editor at B2B Marketing, said: “It’s clear from the research there is an appetite in the market to adopt predictive marketing and take advantage of the benefits the tools provide. But providers will need to do more to allay fears around being early adopters, and be transparent to ease concerns over pricing.”
The survey also found almost half of B2B marketers don’t score leads before they send them to sales.
